Work of the Week: 21/02/25
Check out which creative work from the last seven days impressed, entertained or otherwise caught the attention of LBB's editorial team.
From funny films to clever copy for OOH, this week's selection is a global mix of well-crafted campaigns and innovative ideas for the likes of British supermarket Tesco, IKEA, DoorDash and more. Even Elmo makes an appearance!
Tesco Clubcard - 30 Years
Chosen by Abi Lightfoot, members reporter, Americas
As a self confessed bargain hunter, one of my favourite things to do is tell people about my latest savings, (it’s almost as good as telling someone that a dress has pockets). So in this instance, I’m very much on the side of the neighbour relishing his 30 years of impressive Clubcard rewards – from restaurant vouchers to days out and holidays.
Whilst the reluctant neighbour is impressive in his resolve against joining the scheme, FOMO eventually takes its toll and draws him in too, finally opening his eyes to the perks he’s missed out on over the years. It’s a nostalgic trip down memory lane, soundtracked to Darude’s anthemic ‘90s banger ‘Sandstorm’. Packed with strong characters that we can all recognise, thanks to impressive direction from Sam de Jong through Iconoclast, BBH London have it in the bag with this one.
On - SOFT WINS
Chosen by Ben Conway, Americas reporter
Sportswear, and sporting industries more widely, tend to be pretty intense. It's somewhat a trend of modern life – go faster, push further, work harder. We've seen it from the likes of Nike in recent months and years, pushing a 'winning mentality' of grit, determination and sacrifice - even harsh ruthlessness. However, Swiss running shoe brand On has rejected the notion that fitness is defined by intensity alone.
To launch its softest shoe yet, the Cloudsurfer 2, the brand teamed up with a special soft advocate - none other than Elmo. Created by indie agency Flower Shop and directed by Love Song's Daniel Wolfe, the campaign promotes a balanced approach to exercise, celebrating personal achievement, community-building, joy and ritual.
All this is delivered in an empowering and gentle way by the beloved Sesame Street puppet, showing runners and fitness brands everywhere that soft can win, too.
IKEA - u up?
Chosen by Zhenya Tsenzharyk, UK editor
Receiving a ‘u up?’ text isn’t always welcome and there’s no guarantee that replying will lead to a good time. Unless you’re receiving a middle-of-the-night DM from IKEA offering a dreamy deal.
IKEA slid into sleepy Canadians’ DMs this week to make the promo feel personal and a touch risqué with the suggestive text landing between 10 pm ET and 5 am. Anyone feeling bold enough to say ‘yes’ was surprised with a free mattress.
Created by Rethink, the campaign aimed to playfully target troubled sleepers (insert ‘Sure, Jan’ gif here) while everyone else gets to take advantage of a 15% discount during waking hours.
Simple, amusing, and a test of resolve for anyone in a situationship.
Make My Money Matter - Beep
Chosen by Alex Reeves, managing editor, EMEA
Make My Money Matter is an excellent example of a group that wants to save the Earth via a method beyond just ‘raising awareness’. Because money makes the world go round. And this film, created by Mother and directed by Ben Strebel, has convinced me to move my money to a bank that doesn’t support fossil fuel companies.
Starring Ambika Mod (‘One Day’, ‘This Is Going to Hurt’), ‘Beep’ illustrates the unseen link between the Big Five fossil-fuel high-street banks and the climate destruction they finance using a powerful visual metaphor. Each time a customer taps their bank card; a piece of the planet goes up in flames. The comic performance is so on point, but it’s really one of those ‘you’ve gotta laugh or you’ll cry’ tones. The aim is to prompt individuals and businesses to switch to fossil-free banks such as Nationwide, Starling or Triodos Bank – which are helpfully listed at the end for those that want to take action.
DoorDash - Your Door to More
Chosen by Zoe Antonov, EMEA reporter, UK & CEE
Waiting for a delivery is a full-body experience. No matter if you’re rotting in bed or perched on your windowsill waiting for the fated moment to arrive. Sometimes you expect it, sometimes you don’t, but each time that doorbell rings, it evokes an array of emotions nothing else can. It’s exactly this shot of adrenaline that ‘Your Door to More’, DoorDash’s newest campaign from Hard Work Club and director Nick Ball, represents – the culmination of your food finally arriving. I also love a dance spot, and the choreography in this is beautifully imperfect and made even better by The Hamburger Song. The entire thing is like an immediate boost of serotonin.
StreetEasy - Never Become a Former New Yorker
Chosen by Adam Bennett, features editor, Americas
Ensconced in the hustle and grind of city culture, you can be forgiven for dreaming of the tranquility, white picket fences, and serenity of suburban life. But this campaign from Mother New York is both a clarion call and a warning not to give in to that temptation - nobody wants to be a former New Yorker, after all. StreetEasy’s offering is all about reminding New York residents that property ownership is possible without having to sacrifice everything that’s wonderful about city living.
What’s great about the imagery is how it captures mundanity without being mundane - Easter eggs like a pizza box containing ‘New York-style pizza’ encapsulate the tragi-comedy at the heart of it all. It’s the kind of copy and visuals that, when seen in subways all across New York City, might do that rarest of things: Catch a commuter’s attention, and get them thinking.
Vanish - The Bully Monster
Chosen by Tará McKerr, EMEA reporter
