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Work of the Week: 26/05/23


The best work this week is on a mission to change the world for the better, writes LBB’s Alex Reeves

Work of the Week: 26/05/23

Our selection of the most impressive creative work this week is dominated by campaigns that want to change the world. OK, most of them want to increase their clients’ profits. But along with that, they want to help people and the planet. 

Apple is continuing to drive home the importance of privacy, particularly when it comes to personal health data (which iPhone and its Health app happens to protect) and it’s doing that through comedy. Bridgestone wants to convince drivers that changing lanes all the time doesn’t actually get them to their destination any faster, despite making the roads safer (as do a fresh set of tires). Taco Bell and LeBron James believe that the concept of ‘Taco Tuesdays’ should belong to everyone (not just one of its competitors). Heetch is extolling the virtues of the long misrepresented suburbs of Paris (where many of the ride-hailing company’s customers live and ride). Fennel wants investors to know that irresponsible or unethical decisions of large corporations are often publicly available (and ethical investors can use its app to find out). Centelsa is helping food cart traders in Colombia to reuse the cooking oil they’d otherwise discard to power their carts (and demonstrates its energy innovation credentials in the process). Whānau Ora isn’t trying to sell you anything. It’s an indigenous health initiative in New Zealand, driven by Māori cultural values.

Check out all these clever campaigns below.

Apple - Waiting Room

Apple has a strong foundation on which to build when it comes to the privacy its products provide. The tech giant hasn’t been shy to point out how much more secure your data is in its hands than its competitors. And its latest film ‘Waiting Room’ runs with that theme, focusing on often-difficult conversations around health data privacy and how iPhone helps protect data stored in the Health app and in HealthKit. A waiting room filled with brilliantly-cast characters have their most personal health information revealed to all with a comic twist before the iPhone user shuts the smug narrator up.

Bridgestone - The Lane Change Song

Provoked by research that’s proven constant lane-changing to be neither safe nor particularly useful on the roads, Serviceplan ME and Bridgestone MEA have created a first-of-its-kind radio roadblock: 'The Lane Change Song'. By synchronising its broadcast across the UAE's leading channels, listeners found themselves unable to escape this PSA by changing channels, just as they are unable to escape traffic by changing lanes. This catchy pop-rock song was produced in three languages and was simultaneously aired on seven radio channels. The launch coincided with the United Nations Global Road Safety Week, aligning with Bridgestone's commitment to road safety through its Road Safety initiative.

Taco Bell - Taco Bleep

Who owns ‘Taco Tuesdays’? As Taco Bell continues to battle to ‘liberate’ the trademarked phrase, they’ve turned to ‘Taco Tuesday’ enthusiast LeBron James to share his support for freedom of the concept. Taco John’s, a much smaller franchise based in Wyoming, has held a claim over the phrase since 1989. In the latest spot, the basketball legend highlights what he and Taco Bell see as the “absurdity” of 'Taco Tuesday' being 'trademarked' and encouraging the taco community to join together in support of the liberation movement (which is also conveniently grabbing headlines for Taco Bell). 

Heetch - Manifesto

The suburbs of Paris have been maligned and stereotyped for years. The housing estates outside of the French capital’s ring road are often misunderstood, sneered at and misrepresented by those in central Paris or other parts of France. But this isn’t how people living in these areas feel. The reality is that more than 80% of ride-hail VTC brand Heetch’s trips are made daily in the suburbs. And most of its drivers and passengers being from places like Saint-Denis, Aubervilliers, Créteil, Pantin, Bobigny and Vitry-sur-Seine, Heetch knows the suburbs like the back of its hand.  

That's why, in collaboration with agency BETC, Heetch celebrates the suburbs and those who bring them to life on a daily basis through a joyful, sunny ode directed by Kourtrajmeuf (ICONOCLAST productions), a collective of former students of Kourtrajmé, the film school located in the heart of the city of the Les Bosquets housing estate in Montfermeil in Seine-Saint-Denis.

Whānau Ora - Our Future Is Māori

‘Our Future is Māori’ is a campaign by Whānau Ora, a commissioning agency that supports Māori well-being in Aotearoa (New Zealand). The campaign, created with agency Motion Sickness, showcases the realities and aspirations of Māori whānau and communities through powerful images, videos and statements. It also highlights the effectiveness of a ‘For Māori By Māori’ approach to addressing historical and structural inequities. The campaign aims to change the narrative and empower Māori to take control of their own destiny.

Fennel - Behind Closed Doors

Fennel, a mobile investing app that promotes transparency and social impact, has launched a campaign called ‘Behind Closed Doors’ with agency 10 Days. Using actual statements from a fast food giant’s annual general meeting to show how the company votes against environmental and social responsibility, while increasing executive pay, it aims to inspire individual investors to demand accountability from the companies they invest in and to use Fennel’s app to access information and resources. A powerful way to show investors how their morals can guide where they put their money.

Centelsa - Self-Sufficient Food Carts

Imagine a food cart that runs on leftover oil and serves delicious Colombian dishes. Sounds like a dream, right? Well, it’s a reality thanks to Ogilvy and energy company Centelsa by Nexans, who created a prototype of a self-sufficient food cart that generates electricity from the oil used for cooking. This way, they help the food cart owners save money, avoid illegal connections and reduce environmental impact. And they also preserve the traditional gastronomy that is part of the country’s heritage and identity. This development shows how Centelsa is committed to its three pillars: environment, engagement and economics. So next time you’re in Colombia, don’t miss the chance to taste some arepas from these amazing food carts. They’re not only good for your palate, but also for your conscience.

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LBB Editorial, Fri, 26 May 2023 12:49:28 GMT