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Work of the Week: 19/08/22



Global creativity flexes its muscles with some athletic ads, writes LBB's Ben Conway

Work of the Week: 19/08/22

As the weather finally starts to cool down, it seems that the creative across the world is only just warming up.

With the bulk of summer in the rear-view mirror, global creativity is now starting to stretch its legs once more - and this week, there are some really athletic ads that showcase some powerful sportspeople working hard to be the best.

This week’s selection of the top creative work has football, tennis, boxing; and generally showcases athletes going for gold - in the premier league, in their local community, and even against AI versions of themselves.

As well as these sporty spots, other top campaigns this week include a dynamic exploration of the next generation of motorcyclists from Royal Enfield, Google South Africa’s love letter to humanity, and someone offering to trade a cheestring on a billboard.

Nike - Never Done Evolving feat. Serena Williams

To begin this week's list of top creative, we start with Nike and AKQA’s recent campaign that combined archival footage of G.O.A.T tennis player, Serena Williams, with AI to generate 130,000 games between two Serenas from different eras. Using Stanford University’s vid2player technique, Nike re-rendered Serena from her first Grand Slam win at the 1999 US Open and Serena from her most recent Grand Slam at the 2017 Australian Open, and live-streamed the simulated games on YouTube. We think it's ace.

Tiger Beer- The Golden Son

The Premier League season has kicked off and Tottenham Hotspur’s Son Heung-Min has already helped the team get off to an undefeated start. At the end of last season, the Korean footballer became the first Asian footballer to win the Premier League’s Golden Boot after scoring 23 goals - something that Tiger Beer and Publicis Singapore wanted to celebrate. The uplifting global campaign ‘The Golden Son’ tells Son’s triumphant story of defying all challenges and inspires people everywhere to dream big in the Year of the Tiger.

Ladbrokes - Rocky

Yo, Adrian! Rocky is back! And this time, he’s brought some friends. Ladbrokes’ new spot from neverland creative sees Sly Stallone’s southpaw in his iconic Rocky II training sequence, running through the streets of Philadelphia, but with a new crowd of supporters. The film uses incredibly ambitious VFX in the “biggest character replacement in Hollywood history” - digitally replacing the original cast with hundreds of modern sports people, drummers, horse riders, drag queens and others.

Venice Beach FC x Pantofola D’Oro - Welcome to Venice

Staying in the States, but returning to the world’s most popular sport, we’ve also included a passionate campaign from Venice Beach Football Club, directed by Superprime Film’s Ben Quinn and his 14-year-old son Billy. The club has established itself as a grassroots organisation which caught the eye of iconic bootmaker Pantofola d’Oro, prompting a collab and film that captures the diversity and zeal of the Venice Beach community. From punks to skaters, lowriders and - of course - football fanatics, the vibrant collection of Californian cultures expresses a strong message of unity built around the area and its football club.  

The Unlimited - Unlimit Your Life

Also this week, from the South African creative industry, The Unlimited's new manifesto film unmutes new South African voices. 21 creators and 15 directors collaborated on a raw and provocative campaign that calls upon the South African industry and people to 'unlimit' their lives on a scale never seen before. Joe Public Cape Town created the story that signals an inclusive shift in approach and challenges the norm of African creativity and society, promoting a manifesto for a more inclusive and open-minded world.

Google - Google for South Africa

Another fantastic film to come out of South Africa this week is Google's latest #Google4SouthAfrica spot, shot with a stunning Cape Town backdrop and directed by division7's Jai Moseley. The film uses a poetic voiceover to accompany heart-warming, intimate vignettes of friends and family - highlighting the beauty, love and connection within our everyday lives. Pulling from universal human feelings and experiences, Jai's love letter to humanity was crafted through a "deep therapeutic experience", sparked by the intuition and improvisation needed to quickly plan the shoot in just five days.

Royal Enfield - Hunter 350

Set to Richard Hawley’s iconic track ‘Tonight the Streets Are Ours’, this spot from NCA and FAMILIA hails a new generation of motorcycle enthusiasts and celebrates the heritage of the great Indian motorcycling company, Royal Enfield. Directed by FAMILIA's Adriaan Louw, the film follows a group of biker friends as they embark on a day out, driving around London's streets. Adriaan captures raw, authentic moments between the riders and from pedestrians' reactions to the group - combining this into an aesthetically pleasing 16mm film montage through smooth, dynamic editing. 

Black Diamond Cheestrings - Keep it Cheesy

A real masterclass in gaining earned media. Broken Heart Love Affair's stunt has resulted in mainstream media coverage and over 1000 trade offers, after they placed this ad on a billboard in Toronto’s Yonge-Dundas Square:

FOR TRADE: One Cheestring

Accepting trades for one Cheestring. Marble flavour. Still in original packaging.

No lowballs. I know what I have. 647-407-0938

This new strategy from the Canadian agency has truly brought out the kid in everyone.

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LBB Editorial, Fri, 19 Aug 2022 09:00:00 GMT