Work of the Week: 29/04/22
We expect certain campaigns to be great the moment we hear whispers of them. Every year the Channel 4 Diversity in Advertising Award delivers something fascinating and important. Every time AMV BBDO works with a client to bust taboos and stereotypes, they make an impact. Every time Microsoft innovates to improve accessibility, they change the game. Every time Dove reignites the conversation about beauty standards, it does it with aplomb.
This week some heavy-hitters in the world of creativity returned to what we know they do brilliantly, and our selection of creative highlights shows them exceeding our already high expectations.
TENA’s #LastLonelyMenopause
Channel 4’s Diversity in Advertising Award has stimulated work that breaks new ground in representation every year. And this year is no exception. AMV BBDO’s ad for TENA tells the touching story of a mother and daughter as the mother navigates the menopause. Directed by Shannon Murphy, it’s a potent piece of storytelling that will surely shift the way people speak about menopause.
Microsoft’s Anthem for All
As part of its partnership with the Invictus Games Foundation, Microsoft’s latest creative project with McCann harnesses technology to help wounded, injured and sick service personnel and veterans to play music they never thought they’d be able to play again, composing a truly inclusive anthem for the Invictus Games The Hague 2020.
H&M’s Wear that Feeling
Comedian and actor Pete Davidson fronts the latest H&M campaign as an A-list celeb that somehow manages to represent ‘the everyman’. Made in collaboration with creative agency B-Reel and directed by Tim Godsall, the fashion films harness Pete’s laid back vibe to the max.
Dove’s #DetoxYourFeed
The Dove Self-Esteem Project launched the #DetoxYourFeed campaign this week with Ogilvy. Its aim is to empower teens to define their own beauty standards and choose their influences wisely by inviting them to unfollow anything that doesn’t make them feel good about themselves.
White Claw’s Storm
Sam Brown’s formidable directing chops are on display again in this artful film created with VCCP for White Claw. While a storm threatens to ruin many beachgoers’ day, real life ‘Big Wave’ Brazilian surfer Caio Vaz embraces the excitement the tempest brings.
Pringles’ Stay in the Game
In a brilliant move of fan service, Pringles’ unconventional campaign by Grey London summoned fans of a 40-year-old piece of tech: the ZX. Using a cryptic binary code sound, ZX Spectrum owners could discover the Pringlesonic Chip, an 8-bit depiction of a potato chip created in binary code sound and sent out to the world in a teaser film.
