Work of the Week: 08/03/24
You've heard of Apple, McDonald's and Heinz. They're some of the world's biggest brands and do a lot of great marketing throughout the year, around the world. And this week's best creativity saw some prime examples of that. We have local and regional work out of Japan, Finland and Dubai - and not one of them a TV ad. We've also got some more local heavy-hitters like Just Eat and Pot Noodle in the UK, Hornbach in Germany and some phenomenal craft for international animal rights group PETA.
The variety of approaches to marketing this week is quite staggering. Check it all out below.
Apple - Midnight
Apple’s collaboration with Takashi Miike for the ‘Shot on iPhone’ film adaptation of the manga 'Midnight' is just a straight-up great short film. At this point 'Shot on iPhone' is a brilliant place for filmmakers to do exciting work and get paid for it. Got an idea for a cool film? You could call Netflix, but why not give your local TBWA\ Media Arts Lab office a call and ask if they'll let you fund it with Apple's money. The director, known for his cinematic boldness, harnesses the iPhone’s advanced camera capabilities in this latest film to bring the manga’s intricate narrative to life in all its neon glory. It's a romp.
Heinz - Ketchup Insurance
Heinz Arabia's 'Ketchup Insurance' is a delightful concept that takes the stress out of making a saucy mess. Created with agency FP7 McCann, it's the world's first policy for ketchup enthusiasts, offering coverage for 57 unique ketchup calamities. This clever campaign acknowledges our love for Heinz, so much so that 91% of fans accept ketchup spills as part of the experience. But you needn't tolerate these accidents anymore. Just go to the Heinz Arabia website and sign up for a policy. With rewards like cleaning services and spa treatments offered when you make a claim, it's a playful way to support the brand's most passionate consumers, ensuring they savour every Heinz moment, splatter-free. A clever blend of humour and customer care, we'll watch out for the stories of mitigated mess that result.
PETA - Pig Farm
In 'Pig Farm', director Jeff Low masterfully employs a juxtaposition of vibrant animation with dark undertones to convey PETA's message that there are no happy pig farms. The film blends the whimsical charm of classic cartoons such as 'Cuphead' 'Ren & Stimpy' with a sobering narrative that challenges viewers' perceptions. The film's aesthetic lures us into a false sense of nostalgia before unveiling the grim reality of pig farming. The film is set to an upbeat song (also written by Jeff Low) that is oddly catchy, despite its bleak subject matter. As the director says, "100 years from now people will not understand how we could have done what we do to these animals. I hope you 'enjoy' the cartoon we made."
McDonald's - The Icon
NORD DDB’s mockumentary for McDonald’s brilliantly satirizes a common web design element, the ‘hamburger menu’, by suggesting it’s actually a stack of Big Macs. This playful campaign is merges our everyday digital interactions with the universally recognised Big Mac. It’s a witty nod to both tech enthusiasts and fast-food lovers, cleverly bridging two seemingly unrelated worlds. And they might have a point. If you look at the top right of LBB's site, we even have a Big Mac there. And we haven't paid a penny to McDonald's for the privilege. We'll expect letters from the burger giant's lawyers imminently. Brilliantly deadpan in a totally Finnish tone, it's a strange but rewarding experience to watch and leaves you hungry for justice (and a Big Mac).
Pot Noodle - Nom Nom
Convenient and satisfying Pot Noodles should sell themselves really. But that doesn't stop adam&eveDDB from helping them out with clever marketing like this. Amusingly, this apology campaign swaps out the slurping sounds from a recent ad that offended certain viewers for some relatable 'nom noms'. We love it when a brand turns a negative situation into a positive by using humour and creativity. The hyper-targeted campaign demonstrates how Pot Noodle understands its target audience and their preferences, and how it can adapt to different media channels and formats. Who said data insights had to be po-faced?
Just Eat - The Joy of Everyday
Just Eat, the on-demand delivery platform, worked with McCann London on this campaign that celebrates the joy of food delivery in everyday situations. A departure from its musical extravaganzas, the latest of which featured Latto and Christina Aguilera, the Wes Anderson-esque films directed by Arts & Sciences' Tim McNaughton feature a range of adorable animal characters who order from Just Eat to satisfy their cravings, whether it's a healthy salad, a cheesy pizza, or a refreshing juice. The campaign uses puppetry and stop-motion animation to create a familiar yet playful world, where food delivery is not just a weekend treat but a convenient and delightful option for any occasion.
HORNBACH - Every Spring, A New Beginning
Spring is here, and HORNBACH, a German DIY store chain, wants you to know it. Its new ad shows a man breaking free from a giant cocoon and joining a group of eager gardeners. The ad is the work of HeimatTBWA\, Stink Films and TRAKTOR, who have a history of concocting weirdness like this for HORNBACH. The ad is supposed to make you feel like starting a new project and having fun with gardening. Or something like that. I have to say I can relate, but I'm also concerned these images might influence my dreams. It wouldn't be the first time TRAKTOR had done that. And I'm not even complaining.
McDonald's - After Dinner Dinner
Who doesn’t love a good fine dining experience? Well, anyone who’s ever had to pay for it, that’s who. And let’s face it, you're not paying for a full belly at that kind of restaurant. That’s why McDonald’s UAE and FP7 McCann came up with a stunt to turn those pricey bills into tasty meals. All you have to do is show McDonald's your fine dining receipt and they’ll swap it for a McDonald’s meal of your choice to make sure you don't go to bed hungry. They even set up special branches in Dubai to catch those customers after their fancy dinners. Talk about a smart move, huh? McDonald’s UAE knows how to make you happy and full, even if you’ve just blown your budget on caviar and champagne.
