Work of the Week: 27/09/24

Whether you’re a KFC regular or not, the brand’s bucket is one of those offerings that, no matter who you are, if the franchise is a staple in your country, you’ve undoubtedly heard of. But, even with all that fame, it doesn’t hurt to do a little extra marketing here and there, which is exactly what KFC Canada did in its latest campaign with Courage and Spy Films director Justin Abernathy. Emphasising the chain’s biggest digital deal of the year (which allows Canadians to get their first six-piece tenders bucket free when they spend a minimum of $15 on the app), the campaign centres around a 30-second spot. Herein, rather than focus on the chicken being indulged in once it's outside the bucket, the work vibrantly depicts scenarios of people enjoying chicken from a brand-new camera angle… within the bucket itself.

Did you know that every synthetic garment ever made still exists in some form? This message, which Woolmark has been amplifying since it launched its ‘Filter by Fabric’ initiative last year, is an important one, considering the fact that the lack of biodegradability that comes with synthetic garments is, in the long run, hurting our planet. As such, the brand wanted to position itself and its offerings as a natural solution, which it highlighted in this 60-second spot created in collaboration with 20(something) and Park Village director Sil van der Woerd. Showcasing a zombie-like invasion of old synthetic clothes charging through the streets and sowing chaos, it serves as a powerful reminder that if old synthetic clothes already haunt our planet, continued production isn’t going to do us any favours in the future.

When launching a first-ever North America-wide campaign, it’s imperative that one have brilliant creative in order to maximise attention and splash. Rest assured, Kicking Horse Coffee and creative agency Lifelong Crush understood the brief when they worked with Merchant and The Perlorian Brothers to launch this epic brand love letter. Centred around a wistful donkey who looks enviously upon the horses who trot past his old barn, the discovery of one cobweb-covered motorcycle kicks off some rocking music as the mule, rejuvenated, goes full-throttle into the world. It’s a fun reminder of the power of a cup of coffee, to not let life pass you by, and, as the brand emphasises, to ‘be that donkey’.

As a sportswear company, ASICS understands the benefits that come with physical activity. In fact, it’s conducted several studies and experiments in this area to reinforce this belief, including the global ‘State of Mind’ study which revealed a strong connection between sedentary behaviour and mental wellbeing, and ‘The Desk Break’ experiment which found that when office workers added just 15 minutes of movement into their day, their mental state improved by 22.5%. All of this is built upon in its latest campaign, which sees the iconic Brian Cox deliver a public service announcement about the fact that one of the biggest threats to our mental health is the desk we sit at every day. Created in partnership with Golin and Kode UK director Peter Banks, it’s a powerful reminder that something being standard practice and routine doesn’t inherently make it good for you, and that the best time for change is, as always, now.

In an endeavour to redefine its relationship with customers, celebrate partnership and instil a sense of optimism for the future, Australian telecommunications company Telstra worked with creative shops Bear Meets Eagle On Fire and +61, as well as Riff Raff Film’s Oscar-nominated animation duo Smith & Foulkes to launch a full-scale campaign. However, while the campaign’s 40 special builds and painted murals, as well as 3,000 OOH sites are impressive, what really crowns the work is the hero spot, ‘Duet’. Beautifully animated work, this 60-second spot depicts two friends going on a jaunty stroll while the human whistles ‘Islands in the Stream’ – a cute and clever way to celebrate the joy that comes with journeys supported by meaningful partnership.

To spice and non-spice enjoyers alike, the relationship between hot sauce and its obsessives will always be a little bizarre. From the outside in, one can’t help but wonder why someone would deliberately scorch their palate with the power of scoville units. And even for those who enjoy the experience or say it tastes good, from a logical standpoint, it does become somewhat hard to rationalise when actually thought about for more than a few seconds. So, to celebrate both this, and the fact that Firehouse Subs has announced the return of its cult-favourite ‘Hot Sauce Bar’, the brand worked with Orchard Creative and Anonymous Content’s Tim Godsall to launch a brand new campaign. Centred around three spots, each features a situation in which a vehement hot sauce fan is outraged by the lack of spicy accompaniment. Whether it’s at a high-class restaurant, new home, or a wedding, all lead to unhappiness due to the lack of hot sauce on hand – something Firehouse Subs would simply never struggle with.

It’s safe to say that after pregnancy - a time in which diets are restricted, hormones are all over the place, and the body is pushed to its absolute limits - an absolutely delicious meal is in order. In fact, according to a survey conducted by Mumsnet on behalf of Burger King UK, 39% of respondents described their first post-birth meal as feeling like ‘the ultimate version of that meal’, with another 39% saying they would have appreciated a burger or fries as their first meal after delivery. Putting this all together, BBH London realised it was the perfect opportunity to expand on Burger King’s ‘Foodfillment’ platform, which is exactly what it did on September 26th – the day most babies are born in the UK. Not only did it launch ‘The Grill Line’, a one-day-only bespoke hotline offering London mothers who’d just given birth a Burger King Whopper® Meal, but it released a strong OOH line depicting real images of mothers enjoying the brand’s offerings as their first meal after birth. And, as if that wasn’t enough, the work was further supported by a Phoebe Arnstein-directed spot (Magna), featuring a montage of pregnancy footage, and the live reactions of people tucking into some well-earned burgers.