Work of the Week: 27/01/23
This week’s best work brings us a global selection of creative campaigns. From Shanghai to the UK, Los Angeles to the Middle East and even New Zealand, it seems that the end of January garners creativity by the bucket load.
With the likes of Coca-Cola celebrating the Lunar New Year, attention being drawn to the 50th anniversary of Roe v. Wade, Oddbox’s obsession with ‘wonky veg’ and even Timothée Chalamet making an appearance for Apple TV+, there’s a little something for everyone to enjoy.
Check out the full list below:
Coca-Cola - Chinese New Year Real Magic
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Hornet's director Yves Geleyn returns to tell the story of family celebrations in this year’s Chinese New Year campaign from the drinks brand. According to the Lunar New Year calendar, this year marks the year of the Rabbit, the luckiest of the 12 animals. Conveying a sense of emotional intimacy, the rabbit's soft nature– compared to last year’s Tiger – tells a story of reunion, celebration and magic.
Saatchi & Saatchi - Roe v. Wade 'Pregnant Man'
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Bringing back its iconic ‘Pregnant Man’ ad, agency Saatchi & Saatchi London celebrated the 50th anniversary of Roe v. Wade by showing support for women’s rights. As the decision to allow women the right to an abortion was shockingly overturned in 2022, the reimagination of the classic ad shows the US Supreme Court justice from 1970, Samuel Alito, on a pregnant body with the text: ‘50 years of men making decisions over women’s bodies’.
Oddbox - Neighbours
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Food waste fighters and wonky veg lovers, Oddbox, bring neighbours together in its latest campaign with Hell Yeah!. As the pair of Oddbox orderers revel in the weird and wonderful variety of cucumbers, aubergines and small and large tomatoes, one thing is clear - no matter the shape, they taste great! Directed by MarySue Masson, infamous for Haribo ads, the spot celebrates lighthearted humour and a need to rescue wonky veg.
Luna Rossa Prada Pirelli and The Woolmark Company - Natural Performance
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Released during Milan fashion week, Prada’s iconic sailing team Luna Rossa Prada Pirelli unveiled a campaign created by We Are Social celebrating ‘Natural Performance’. Working with The Woolmark Company, the workshows Merino wool's versatility and superior technical qualities, which the team will be sporting as they train and compete for the 37th America’s Cup in 2024.
Apple TV+ - Hey Apple, call me?
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Following on from last year’s 'Anyone but Jon Hamm' spot, this year sees Oscar-nominee Timothée Chalamet fantasising about numerous Apple TV+ projects and questioning why he hasn’t yet landed a role on the platform. As curiosity takes over his life during car journeys, press conferences and photoshoots, the campaign, created by TBWA\ Media Arts Lab Los Angeles, ends with Timothée asking, ‘Hey Apple, call me?’
BMW - Forwardism comes home
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As the BMW 7 Series launches in the Middle East, we’re taken on the journey of a metal bird as it flies across the iconic landscape of the UAE. With Serviceplan Middle East working to create the spot, the aluminium bird nods to the sustainability of the metal in the region, the journey the car will undoubtedly take drivers on, and the ‘Forwardism’ of the car company - displayed in an ad which they say “breaks the conventional imagery of automotive ads.”
DDB Group Aotearoa and FINCH - Correct The Internet
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Who has scored the most goals in international football? It’s not Ronaldo, it’s actually Christine Sinclair. In the new campaign by DDB New Zealand and FINCH, sportswomen are given centre stage, showing how inaccuracies in search results make women in sports less visible. Showcased across social media, OOH, television, radio and PR activity, the aim is to stop the inaccuracy of women being conveyed as statistically inferior to men via search results, when in actuality, women hold many footballing records.
McDonald’s - Late Night
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The latest campaign from McDonald’s New Zealand – more commonly referred to as Maccas – sees a humorous take on drunken orders from the beloved restaurant. Reminding Kiwis to end their night on the right note, the campaign shows blurry images of burgers and nuggets as the text reads, ‘Five Cheebs Urgas’, ‘Nickin Chic Muggets’, and so on. The silly spot acknowledges how Maccas has become a staple for many who find themselves needing some food after a heavy night out.
Heinz - LVII Meanz 57
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Ahead of this year's Super Bowl game, ketchup brand Heinz and agency Rethink partnered to rally fans of the game and drop the Roman numerals that follow the sporting event. Determined to number the 'Big Game' with a 57, Heinz dropped the roman numerals of LVII in response to the hundreds of people took to social media last year to air their confusion with the letters. In commemoration, Heinz unveiled a limited-edition, specialty labelled ketchup bottle sporting 'LVII Meanz 57' where the iconic 57 has proudly stood on its label for over 100 years.
