Following the one year anniversary of the Russian invasion of Ukraine, we have seen some deeply emotional and impactful work being created to raise awareness of the war and to help those affected by its devastating effects. Included in this week's selection of the best work are several campaigns that have approached the situation from different angles, resulting in varied work that all sends a powerful message - from Mother creating lullabies out of landmines, to a rousing rendition of 'You'll Never Walk Alone' for The Disasters Emergency Committee. Also featured this week is a hauntingly effective print campaign from Cossette Montreal that visualises people trapped inside their own bodies for an eating disorder charity, and an inventive use of thermal imaging cameras from Havas Germany which demonstrates the dangers that homeless people face during the colder months.
As well as these hard-hitting campaigns - not to mention VMLY&R Mexico's vibrant anti-homophobia film for Movistar - the best work of the week also showcases some excellently crafted comedy, and even a cameo from Sesame Street's very own Count von Count. Deutsch LA's campaign for NerdWallet shows the beloved puppet vampire using his counting skills to help ease economic anxiety as prices go ah ah up. Meanwhile, two spots in this week's picks, for Nando's in the UK and Lord Nelson Brewery in Australia, utilise some quick-witted copywriting to put a smile on your face as we wrap up February and start celebrating the first work that March has to offer.
See the full spots below.
Anorexia and Bulimia Québec - Trap
Evoking the sense of being trapped in your own body, Cossette's mental health awareness campaign for Anorexia and Bulimia Québec (ANEB) uses some hauntingly evocative posters to illustrate the pain and isolation that people struggling with an eating disorder experience. Highlighting the fact that anyone can suffer from these mental health conditions, regardless of age, gender, ethnicity, or body type, the campaign will run online and in print and OOH throughout Montreal.
Movistar - Shouts
Mexico is one of the most dangerous countries in the Latin American region for the LGBTQIA+ community. So, to denounce homophobia and other discrimination against people within this community, major telecommunications provider Movistar and creative agency VMLY&R Mexico decided to tell a story of overcoming bigotry, using the most emblematic, influential, and respected sport in Mexico: boxing. The film shows how a boxer, who is outed by a stranger on social media as a homosexual person, battles through hatred online and in person, overcoming prejudices and the toxic 'macho' stereotype that is particularly prevalent in Mexico to become a champion.
Disaster Emergency Committee - Never Walk Alone
Since the war in Ukraine started a year ago, thousands of civilians have been killed, 8 million people have fled Ukraine as refugees, and a further 6.5 million have been displaced inside the country. In response, creative agency Don’t Panic and Stink Films have produced ‘Never Alone’, a film co-directed by Rick Dodds and Leo Maguire, remotely shot over three days in Ukraine this February with Ukrainian service company, Radioaktive. In the musical spot, the cast recite the powerful lyrics of 'You’ll Never Walk Alone' by Gerry & The Pacemakers, showing the camaraderie that the country has felt, both internally and from across the world and capturing the nation's resilience and fortitude. The cast and crew are all people who have chosen to remain or return to Ukraine; demonstrating great strength, defiance and love for their country.
War Child - LullaBombs
Another campaign to come out of the Ukraine conflict anniversary, creative agency Mother has created a nursery sleep aid, housed in the shell of a landmine, which plays the sounds of war. This innovative product, created for the charity War Child, is designed to draw attention to the trauma faced by millions of children growing up in areas of conflict and underscores how war robs children of the most basic of human needs: sleep. The limited-edition 'LullaBombs' are available to buy at mother-goods.com where 100% of each sale goes directly towards War Child’s work.
The Tent Partnership for Refugees - To Whom It May Concern
‘To Whom It May Concern’ tells the story of countless Ukrainian women, thriving before the outbreak of war - growing their careers and developing their skills - and articulates their hope to thrive once again. The short animated film calls on companies around the world to support 'The Sunflower Project', a Tent initiative designed to create pathways for Ukrainian women to find employment. Created by Shape History, the animation debuted in front of thousands gathered in Trafalgar Square for the 'United for Ukraine Vigil', showing solidarity for the Ukrainian people on February 23rd.
NerdWallet - You Can Count on the Nerds
Deutsch LA has launched a new brand campaign for American personal finance company NerdWallet, in collaboration with Sesame Workshop. The spot, directed by Caviar's Jonathan Krisel, features the number-loving muppet Count von Count helping NerdWallet employees and customers to 'count' up the rising cost of living and help ease money worries.
fiftyfifty - Winter in Germany
Teaming up with the street magazine fiftyfifty, Havas Germany highlighted the shocking statistic that Germany has seen a 500% increase in homeless deaths as a result of frostbite in the last 10 years. Using thermal imaging cameras, the campaign works in two parts - showing both how homeless people in Düsseldorf are exposed to the cold, and how they are ignored and isolated from the rest of society.
Nando's - This Must Be The Place
To launch the restaurant chain's new brand platform 'This Must Be the Place', British director Jonathan Entwistle ('End of the F***ing World') introduces us to a memorable night at Nando's. A young man narrates his peri-peri adventure in the youthful, upbeat spot that features a cameo from England and Arsenal footballer, Bukayo Saka. The new campaign also unveils Nando's' first ever sonic logo, inspired by its restaurants' iconic ‘Afro-Luso’ music playlists. With plenty of distinct characters and bold personality, the funny spot perfectly embodies the cheeky charm that the UK has come to expect from the brand.
Lord Nelson Brewery - 35+
In this tongue-in-cheek product launch video, created by Howatson+Company, Lord Nelson Brewery announces it has raised the drinking age of its 'Three Sheets Pale Ale' to 35 years and up. With the rise of the shoey, fruity sours and beer-cocktails, the brewing company believes that more and more young people are failing to appreciate the refined flavours of well-crafted beer, thus forcing the brand to implement this protective measure. As well as the delightfully animated announcement film, '35+', signs will also be attached to Three Sheets beer pumps across Australia, as well as on crates of the company's beer at bottle-os nationwide. And don't worry, it's not a steadfast law - anyone of drinking age can try Three Sheets beer... provided you promise to savour, not skol.
