High Five: Nihar Das
In my selection of work, I believe in three foundational principles that guide my choices. First and foremost, I believe that the work should authentically represent the vibe of the time we live in. It should capture the essence of contemporary trends, challenges and solutions that are unique to this particular era. By staying attuned to the pulse of our time, we can create work for resonance and relevance with people. Secondly, I am passionate about embracing the beauty of data and technology. Data sets change mindsets, and technology allows us to create work that is transformative and imaginative, which only data can unlock. Lastly, I have a strong bias towards acts rather than merely ads. These acts create deep human experiences that impact people. These elements come together in changing, shifting and altering emotions, beliefs and behaviour. They did for me. Filtering work through these principles, my chosen list is a testament to the spirit of the times, a celebration of data-inspired creativity, and a catalyst for transformative experiences that leave a lasting difference on individuals and communities. Final remark - it is worth noting that all the provided links showcase case studies rather than direct ad links. This distinction arises from the fact that these examples are not merely advertisements but rather acts with a purpose. The complexity and richness of these acts cannot be fully captured in a single ad, as they encompass a multi-dimensional elements and impact that goes beyond traditional advertising....
Nike - 'Never Done Evolving'
Agency: AKQA São Paulo
Production: Hefty São Paulo
Production: Hefty São Paulo
Post: Studio Zebra
This piece of work truly envisions a future that was unimaginable just a few years ago. It beautifully captures the essence and the building blocks of growth, evolution and the triumph of the human spirit, which often remain unnoticed to the naked eye or slanted by subjective judgments. We all aspire to learn from our role models and sporting icons, but their experiences have traditionally been elusive and inaccessible. However, thanks to the imaginative beauty of data and technology, this work demonstrates how these experiences can now be coded and made accessible to everyone.
Gillette - 'Handle with Care'
Agency: Grey
One of my all-time favourite works, despite being a few years old, is a standout example. Throughout the history of razor making, approximately 4,000 designs have been developed, all focused on self-shaving and neglecting the act of shaving others. However, this particular work shines a light on marginalised communities that have long been overlooked in this regard, including individuals in care homes and stroke patients. It addresses a need that has gone unmet for over a century. This type of brand building reaffirms the belief that when brands choose to genuinely care for the fringe and underserved communities, the masses respond by caring for the brand in return.
Dell x Intel - 'I Will Always Be Me'
Agency: VMLY&R New York
Production: BORDERLAND
Production: BORDERLAND
In the face of such a devastating disease as MND, finding ways to improve the quality of life and provide comfort is both heartwarming and inspiring. By leveraging modern technology, this work demonstrates the power of innovation and creativity in addressing the needs of individuals facing such challenging circumstances. This work not only aids in alleviating some of the burdens associated with MND but also serves as a testament to the resilience and determination of those who strive to make a positive impact in the face of adversity, working in any field. My personal experience with a close friend affected by MND recently adds a visceral layer to my appreciation of this work.
SK-II Studio - 'VS Series'
Agency: WPP Blackops
This work stands out by its audacity of imagination and the courage to defy conventional wisdom. Firstly, it brings together seemingly incompatible elements of beauty and athletics, a combination that is likely unprecedented in Olympic history. Secondly, it chooses to focus on the authentic human stories behind each Olympic athlete, rather than solely emphasising their athletic prowess - making it universally relatable and resonant for our times. Lastly, the work stands out for its beautiful mixed-action technology driven storytelling, presented in a format that defies the prevailing trend of shorter ad formats. Instead, it embraces the longer five-minute format, showcasing not just one but seven captivating stories.
AAMI - 'Rest Towns'
Agency: Ogilvy Australia
This is a prime example of a modern, data-driven act rather than a traditional ad. Its strength lies in the seamless integration of various real-world elements within a closed-loop ecosystem. The utilisation of data and technology is at the heart of this work, bringing it to life and making it highly effective. This campaign demonstrates how contemporary creativity can thrive by skilfully incorporating and collaborating with partner ecosystems to deliver the intended result. The thoughtful integration of these elements contributes to the overall beauty and effectiveness of the work.
