Work of the Week: 18/08/23
This week’s creative best features tasty spots which quench your thirst, explore themes surrounding the Women's World Cup and even take the time to imagine what a square-shaped world would look like. To start things off, the fast food giant McDonald's collaborates with skateboard shop Palace to bring the audience a multilayered spot. Touching on the restaurant's pop culture heritage through movies and TV shows, a montage combines this with streetwear hype culture to create the perfect collaboration for the 2023 market.
Elsewhere, Uber Eats gets our tastebuds tingling with a mouth-watering spot featuring the brand's grocery delivery service. We journey through the Parisian streets with Hennessy X.O, sportswear brand Nike pays homage to young female athletes and Swiss watchmaker Swatch flips the script as it makes us imagine a world its watches are no longer round. That and more features in this week's list.
McDonald's x Palace - As Featured In
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McDonald's 'Accelerating the Arches 2.0' strategy came back with a bang this week. Featuring a collaboration with skateboard shop Palace and touching on all of the pop culture references to the fast food chain, it’s created the kind of hype that only streetwear hype culture would latch onto. As the campaign features TV and movie stars from across the ages, all enjoying the restaurant chain’s signature boxed food, it celebrates McDonald's references that have taken place across the world of entertainment.
Uber Eats - Get Groceries, Effortlessly
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Uber Eats does so much more than just deliver food from your favourite restaurants. It also brings you the groceries you urgently need – whether that be white wine or ice cream – so that you can enjoy and indulge in the comfort of your home. And that’s exactly what the company’s latest spot, created by Mother London, showcases. As both white wine and ice cream are ordered and consumed by our two protagonists, Biscuit's director Steve Rogers injects a dose of humour into the narrative.
Hennessy X.O - Life is the Greatest Odyssey
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‘Life is the Greatest Odyssey’ is Hennessy X.O’s latest global campaign and to kick things off, the latest campaign is directed by Academy Award-winning filmmaker Damien Chazelle with the help of DDB Paris. Taking us on a journey through Parisian streets, the spot juxtaposes space and time as places, people, sound, music, and emotions are explored and ultimately, the spot encourages the audience to look inwards to reflect on these moments in their own lives.
Nike - Here We Go: The Next Generation of Sport
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Celebrating young women and girls redefining sport, footwear and apparel brand Nike released the ‘Here We Go: The Next Generation of Sport’ film as its latest campaign. The short film features the next generation of female Aussie athletes, namely skateboarder Chloe Covell, track athlete Ivy Boothroyd, surfing and golf phenomenon Sierra Kerr, Young Matilda's footballer Indiana Dos Santos and a crew of dancers from the Bangarra Youth Program. Working with agency Conscious Minds, the spot inspires girls to celebrate their sporting moments.
Swatch - What If
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What if Swatch watches weren’t round… what would happen then? The question posed by the Swiss watchmaker results in a campaign that showcases all circle objects turning into squares, square wheels, square buttons, square balls, square vinyl records, and of course, square watches. In the quirky spot created by Sticker Studios and director Dan French, the brand playfully appeals to the gen z audience with a wacky set of repercussions after one tough choice.
League of Legends - Hounds of Iron
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Riot Games’ ‘League of Legends’ game came back with a bang this week. Featuring a cinematic trailer created by We Are Royale, the release of Naafiri was announced with a two-minute animation exploring the physical and metaphysical transformation of Naafiri. The painterly, brush-stroked, and detailed style is a dramatic introduction to the new game and creates excitement around the launch for fans.
Communion - F.U.nd
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Creative agency Uncommon worked with savings app Communion this week to create an altogether different approach to financial freedom. As research from the brand shows how the UK feels trapped by money, and that too many people’s finances are out of control, this innovative new offering champions the idea that ‘Saving is Freedom’ by rewarding the commitment and community of customers. By changing behaviours and encouraging good habits, the ‘F.U.nd’ – which stands for ‘fuck you fund’ – campaign wants users to give two fingers to anything holding them back.
