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Work of the Week: 31/03/23


This week's creative highlights demonstrate exquisite craft and eyebrow-raising ingenuity from around the world, writes LBB's Alex Reeves

Work of the Week: 31/03/23
There have been some great TV ads this week. But some of the most exciting work that the LBB team has come across this week has been examples of ad agencies innovating in spaces you might not expect them to enter. McCann in Germany and France, for example, have been working with a tattoo artist to design a symbol to be permanently etched on your skin to indicate that you opt in as an organ donor. Meanwhile the heroes at Zulu Alpha Kilo in Canada have developed a pioneering new tool for getting an even coverage of garlic dip on your pizza slices. Both extremely worthy causes, we’re sure you’ll agree.

You’ll find ingenuity and beauty in the other work we’re celebrating too, from an experience in Roblox to diagnose hearing problems to a vibrant film that celebrates the many art styles originating India, to a beautiful new take on the metaverse for Magnum, a positive view of technology for Samsung and comedy with an important climate message for Potential Energy.

Check out the full list below.

Junge Helden - #OPTINK

This work tackles a life-or-death issue with a creative twist. In Germany, only 0.001% of the population are registered organ donors, despite 84% saying they are willing to donate. The reason? A complicated opt-in system that requires explicit proof of consent. To change this, Junge Helden and McCann came up with '#OPTINK', a free tattoo that makes you an organ donor. The tattoo, designed by renowned artist Gara, is a simple but powerful symbol of the gift of life. It also acts as a conversation starter and a statement to family members, who have the final say in organ donation. The campaign invites Germans to get inked with #OPTINK at tattoo studios and events around the country, turning a personal choice into a social movement. #OPTINK is a brilliant example of how creativity can save lives. 

Pizza Pizza - The Dip Roller

This one will no doubt enrage Italians, but let’s be honest, pizzas are better when dipped in creamy garlic sauce. And while I’ve never used another method to apply dip to pizza, this innovation from Pizza Pizza and Canadian creative agency Zulu Alpha Kilo looks like it may have solved a problem us dip lovers never knew we had. Product innovation that makes the world a better place for all dip-lovers – what a time to be alive. - Blackout at Mt. Earverest

Hearing tests are not usually associated with fun and games, but, the world’s leading online hearing care provider, is changing that with its latest campaign. In collaboration with Grabarz & Partner and Headraft, an agency for immersive communication, has created ‘Blackout at Mt. Earverest’, a 'Roblox' game that lets teenagers test their hearing in an entertaining and interactive way. The game, which is aimed at the US market, is the first of its kind to be inspired by a hearing test. It challenges players to navigate a dark and mysterious mountain using only their ears, while also raising awareness of the importance of hearing health. ‘Blackout at Mt. Earverest’ can be accessed here

Exide - The Moving Canvas 


Exide, India’s top automotive battery brand, has launched a stunning film that celebrates the diversity and unity of the nation through its rich folk art. The film, created by Wunderman Thompson India, showcases various indigenous artforms from different regions and cultures of India, such as Gond, Kalamkari, Thangka, Pithora, Patachitra, Ganjifa, Kalighat, Madhubani, Bastar, Miniature Painting, Bhil, Pichwai, Chittara, Warli, Kurmli Sohrai and more. Each artform is used to animate a segment of the film that depicts the millions of everyday journeys that Indians take on their vehicles powered by Exide. The film is accompanied by a catchy ethno-fusion track featuring instruments like the Ravanhatta, Carnatic Mandolin, Dotara, Rabab, Tumbi Tanpura, Kanjeera, Tasha, Dhol, Dholak and Tabla. Exide ‘The Moving Canvas’ is not just a visual feast of colours and patterns, but also a tribute to the spirit of a nation that moves ahead on Exide.

Magnum - Not Available in the Metaverse 

What if you could escape the real world and live in a virtual one? That’s the premise of Magnum’s latest campaign, which explores the appeal and limitations of the metaverse. Created by LOLA MullenLowe, the campaign features a short film that follows an avatar who puts on VR goggles to experience reality for the first time. She is amazed by the beauty and wonder of the real world, until she comes across a Magnum ice cream that she cannot enjoy. Realising that some pleasures are not available in the metaverse, she takes off the goggles in frustration and the line ‘Not available in the Metaverse’ appears.

The film is a stunning piece of animation that contrasts the dull and pixelated metaverse with the vibrant and realistic real world. The film also uses sound design and music to create a contrast between the two worlds, with a futuristic electronic track for the metaverse and a classical orchestral score for the real world. The film was directed by Againstallodds at Passion.

To amplify the campaign, Magnum has partnered with virtual influencers who have posted images of themselves wearing the VR goggles on their social channels, wishing they could taste a Magnum in reality. The campaign also includes a showcase of the film at Metaverse Fashion Week in Decentraland, a virtual event that attracts billions of impressions worldwide. Magnum ‘Not Available in the Metaverse’ is a clever and provocative way to celebrate the real pleasures of life that no technology can replace.

Samsung - Semiconductor 

Samsung has launched a new commercial that celebrates the power of imagination and ingenuity. The film, directed by Christian Bevilacqua at Anonymous Content, follows a collection of characters with dreams of pioneering science, engineering and tech. They face doubts and discouragement from others, but never stop imagining and pursuing their passion. The film uses inspiring imagery mixed with a combination of live action and AI technology to craft something cohesive and captivating. The film also features some spiders, which might not be everyone’s cup of tea, but we understand why they’re there.

The film is a testament to Christian’s vision and experimentation with AI technology. He explains: “It was nice to try and use some AI to create some of the art work and some of the animations. It really came about from my experiments earlier in 2022. It really was a nice way to create extremely beautiful artwork but also bring it to life with a sense of animation. It was a nice touch to throw into this project… so we gave it a try in the edit and it seemed to work nicely, so it stayed.”

Potential Energy - Cleanversations

The Potential Energy/Science Moms ‘Cleanversations’ campaign tackles a serious issue with a light-hearted tone. It shows how mothers can use humour and emotion to educate their kids and their communities about the risks of dirty energy and the benefits of clean energy. It also empowers them to take action and demand solutions from those in power. The campaign features two films that are funny, relatable, and inspiring, using clever scenarios and characters to illustrate the dangers of fossil fuels and the advantages of renewable energy. Comedy with a dark edge like this is hard to pull off, but they’ve done it here.

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LBB Editorial, Fri, 31 Mar 2023 10:55:10 GMT