Work of the Week: 20/09/24
The top creative work from the past week has a bit of everything, from the dynamic craft of the Toronto Raptors' 30th anniversary film, and powerful campaigns around imprisoned journalists and domestic violence, to some ludicrously light-hearted spots from the likes of KitchenAid, the Hong Kong Ballet, and Suntory that are guaranteed to amuse - and perhaps bemuse.
Of course, all eyes are also on Saatchi & Saatchi, who launched the first of three John Lewis films to be released in the department store's "golden quarter". Dare we say it? The countdown to Christmas - at least for John Lewis - has already begun.
An eerie, black and white, folk-horror-inspired spot from Tourism Ireland and Publicis London also features, as well as Nice Shirt Films' whimsical spot for Cross Country Trains, showing that you're never too old to bunk off for the day.
See all the work in full below.
Cross Country Trains - Breaking the Norm
Created by McCann, this wistful tale from Nice Shirt Films director Jesper Ericstam takes us on a railway trip to the British seaside. Why? Seemingly, just because the protagonist doesn't want to go to work. It's mysterious, relatable and cinematically captured across a quaint, coastal setting. With a playful soundtrack and cheeky sense of humour, it's quite lovely.
Hong Kong Ballet - Tutu Academy
Washington-based design studio Design Army partnered with director Dean Alexander to celebrate the Hong Kong Ballet's 45th anniversary, and the opening of its first-ever ballet academy. Taking inspiration from from Degas’ ballerina portraits, the Renaissance age and artistic hip hop, the defiantly unconventional film proves that dance is truly a universal language - by giving an alien a tutu and starting an otherworldly performance. It's vibrant, impeccably choreographed, and just a little silly, making the tutu a symbol of intergalactic togetherness and a token of human magic.
John Lewis - The Window
Saatchi & Saatchi London has kicked-off John Lewis' Christmas countdown with a time-travelling tale that reimagines the store's 100-year-old 'Never Knowingly Undersold' pledge. The first of three campaigns to be released this quarter, building to the brand's much-anticipated Christmas ad, 'The Window' is directed by Somesuch's King She and showcases all the changes in fashion - and important world events - that a John Lewis storefront has witnessed over the last century.
Reporters Without Borders - The Prison Papers
An estimated 581 journalists are imprisoned around the world today: for the crime of simply doing their jobs. Nine months in the making, BETC Paris worked with RSF and a team of writers from the editorial platform Society to uncover their stories. The result was a special issue of the publication that focuses on eight journalists incarcerated across four continents, helping the truth to emerge despite the extraordinary risk of exercising the right for which the journalists were imprisoned in the first place.
-196 Vodka Seltzer - Unusual Your Usual
To launch Suntory's vodka seltzer into the US market, New York-based independent creative agency Johannes Leonardo tapped into the spirit of Japanese advertising, combining it with an American sense of humour in this quirky ad set in a mock -196 factory. It's a culture-clash brought to life in a humorous and aesthetically-pleasing way, announcing the drink's arrival to the US in 'unusual' style.
KitchenAid - I Love the Racks
This ludicrous ad for KitchenAid dishwashers turns a genuine 5-Star review into the lyrics for a love song, performed by Sam Nelson Harris from X Ambassadors, and accompanied by a cheesy music video that would make the Backstreet Boys blush. KitchenAid’s in-house agency WoW Studios partnered with Barking Owl to create the insane song, which the brand's VP of marketing, Shannon Blakley, says has begun "a new era" for the brand's strategy. It's more than a jingle; it's a veritable earworm, and if this is just the start, there's reason to be excited about KitchenAid's next campaigns.
Killed Women - Killed Here Plaques
Inspired by a harrowing article The Guardian published in March listing 50 women who had already been murdered in 2024 at the hands of violent men, London-based marketing and PR firm Earnies partnered with the Killed Women charity to open the conversation around criminal sentencing for domestic homicides. Working with seven bereaved families of women who were killed by men, they created seven 'black and blue' plaques - mimicking the famous blue English Heritage plaques - which were placed on houses across the UK, before being taken to Westminster on September 17th to demand change. The campaign has already gained national news coverage and support from local MPs, including Caroline Nokes, Jess Phillips, Alex Davies-Jones and Jodie Gosling.
Tourism Ireland - Home of Halloween
Tourism Ireland and Publicis London want the world to know that Halloween has its roots in ancient Irish traditions. The hero film, directed by Leonn Ward and produced by Irish agency Tiny Ark, depicts the origin story of the holiday, transporting viewers to the mystical landscapes of Ireland with dramatic black-and-white visuals shot on 16mm film, a haunting score, and an eerily beautiful setting - from shadowy woodlands and neolithic tombs to rugged cliff tops and rolling hills. It has a folk-horror aesthetic that, while decidedly unnerving, is very effective at drawing you in to the ancient mythos and beauty of the island.
Toronto Raptors - Raptors Outside
Developed by Paris agency Yard and directed by Ludo Gontrand through HAMLET, this film honours the 'outsider' spirit of the only Canadian team in the American NBA, and celebrates its 30th anniversary. The music, composed by Axel Guenoun at Audioscore, is arguably the star of the show, capturing the intensity reflected by the young basketball players, BMX riders and rappers that feature in the spot. It's a gritty, moody film that embodies the outsider perspective, and heralds it a strength.
