Work of the Week: 12/07/24

Scotiabank’s newest ‘Bank More Life’ campaign banks on authenticity and encourages Canadians to invest in experiences beyond material wealth. In a bustling market, the film’s protagonist prepares an extravagant feast for his Nonna – exquisite cheeses, rare delicacies, and champagne abound. 

But Nonna’s eyes crinkle with warmth when she spots a humble tomato from the man’s garden – it’s the same tomato they’ll slice together and share. The bank’s message? Life isn’t about grandeur; it’s about shared moments. 

In challenging times, Money Mart’s new brand platform aims to empower customers to help their future selves. And these days, challenging times seem to be all the time. Created by Hard Work Club, the ‘Money Mart and Move On’ campaign draws inspiration from real customer stories and the concept of a multiverse, where the campaign characters exist across different time periods.

The campaign features two spots: ‘Fender Bender’ and ‘Prom Dress’, each introducing a doppelgänger of the protagonist—a wiser, future self guiding them through financial challenges. In both current timeline disasters are averted when the main characters’ other selves turn to Money Mart in hopes of transforming their situation.

CEO Peter Kalen emphasises that Money Mart provides crucial financial help when others say no. The distinct campaign challenges traditional perceptions of the brand, leveraging online videos, OLV, programmatic ads, and social media, supported by OOH and DOOH near Money Mart locations.

From money troubles, we move on to careless summer days. Let’s dive into a sun-kissed suburban scene, where the carousel spins to the rhythm of summer hits, and the basketball court transforms into a sizzling barbecue spot. 

Picture a Wes Anderson-inspired bus stop named ‘SANTA FE’, where commuters sway to the beat, their hearts echoing Pedro – a fresh cover of Raffaella Carrà’s timeless anthem. This Spotify campaign, crafted by Dentsu Creative Italy, dances with contagious joy, celebrating the season’s melodies. And as Pedro conquers TikTok with 6.2 billion views, it claims its throne atop Spotify’s Viral 50 Global charts.

This recent campaign by Wonderhood Studios for the Migration Museum aims to challenge anti-immigration sentiment during the Euro 2024 football tournament. England’s Euro 2024 squad includes 15 out of 26 players with migrant backgrounds. Despite this, immigration remains a divisive issue, and England players often face racist abuse. The strategy is to encourage positive conversations about migration, emphasising its role in shaping the country’s national story. 

The Migration Museum, known for its award-winning exhibitions, events, and learning programs, seeks to connect Brits and those residing in the country through the stories of movement to and from the UK. As millions watch the Euros, football becomes a powerful starting point for celebrating migration. 

To celebrate the 30th anniversary of the original ‘Lion King’, Disney and Balmain met in an unlikely collaboration, creating a limited-edition collection. Balmain’s creative director, Olivier Rousteing, drew inspiration from Africa’s artisanal traditions and a new generation of African talents. 

The collection is featured in a captivating fashion film shot in South Africa by director Femi Oladigbolu, weaving together the collection’s designs, stunning scenery, and the story of a Balmain Army – composed of 30 models from across Africa – making their way toward a joyous homecoming celebration. The film premiered at the Royal Albert Hall, accompanied by live orchestra music and a surprise performance by Little Mix’s Leigh-Anne Pinnock singing ‘Can You Feel the Love Tonight’.

Visionary SMUGGLER director Adam Berg helped HBO Unveil their new platform ‘Max’, the enhanced service rising from the ashes of HBO Max. Picture this: a kaleidoscope of drama, fantasy, and reality swirls, revealing Max’s treasure trove of content. Adam, already known as a cinematic virtuoso, doesn’t spare any of his talent in the campaign, putting the main characters through a whirlwind only HBO can provide viewers with.

Sips & Bites, PepsiCo’s in-house agency, launched a captivating tactile campaign for Walkers crisps, aiming to rally unwavering support for England during the Euro semi-final against the Netherlands. The visual masterpiece combines two British icons – the humble Walkers crisp and St. George’s Cross. A broken Walkers crisp, split into four parts against a bold red backdrop, symbolising the England flag. The campaign’s rallying cry, ‘It’s Crunch Time’, followed by ‘No Walkers No Game’, encouraged the nation to grab their favourite crisps and back the team in the pivotal football match against the Netherlands on Wednesday.