Work of the Week: 16/08/24
It’s finally Friday again – time to cast a glance back and remember the stand-out creativity we were treated to over the last seven days.
This week’s roundup will take you on an emotional rollercoaster speeding from America to Europe, Asia to Oceania. Irish icon Barry Keoghan’s teams up with adidas to deliver a nostalgic love letter to Manchester United, and EE’s ‘Curfew’, directed by Daniel Wolfe and Louis McCourt, will have you reminiscing about your teenage years. Orange and Publicis Conseil’s celebration of sporting excellence in the face of prejudice will get you hyped for the upcoming Paralympic Games, only to be weirded out by Hellmann’s and NFL star Will Levis’ mayonnaise fragrance (yes, you read that right). Canva and Megan Thee Stallion will leave you enraptured in Japan, while over in New Zealand, KidsCan and The Monkeys Aotearoa’s print campaign addresses an imperative social issue.
Buckle up and enjoy the work for yourself below.
adidas x Manchester United - You Can't Beat An Original
‘Saltburn’ star Barry Keoghan narrates a cinematic ode to Manchester United in this spot for adidas, from creative agency Homeground and director Tom Day (newly signed to Pulse Films). Set to Underworld’s iconic ‘90s track ‘Born Slippy’, it’s steeped in nostalgia, as the Irish actor appears alongside the team’s club legends, current stars, and further football heroes including Alejandro Garnacho, Bryan Robson, and Luke Shaw. The film, which forms part of adidas' wider marketing campaign around Manchester United's new club kits, has quickly won overwhelming praise from fans online.
Orange - Relive the Race That Changed the History of Athletics
As premium partner of the Paris 2024 Games, Orange is bringing the hype for the Paralympics with Publicis Conseil, because ‘When you love sport, you love sport’. Though typically attracting less attention and more prejudice than the Olympics, the Paralympics are juxtaposed with their counterpart to highlight how they’re no less energised, suspenseful, or joyful. There’s a twist, though – they’re not always equal. You’ll have to watch the film to find out how!
Hellmann’s - Will Levis No. 8
Maybe this makes me weird, but personally, I’ve never had the desire to smell like mayonnaise. NFL star Will Levis has, though. Seizing the opportunity, Hellmann’s has made him its brand ambassador (he was also caught putting mayo in his coffee last year), and launched a new saucy scent, Will Levis No. 8. The absurd launch film is soon to be accompanied by a huge OOH takeover in Nashville, home of Will and his team, Tennessee Titans, carried out with the help of Edelman and cinematographer Steven Meizler (‘The Queen’s Gambit’).
EE - Curfew
Daniel Wolfe and Louis McCourt through Love Song direct a montage of teen life punctuated by parent check-ins for EE, with creative from Saatchi & Saatchi London. ‘The Killing Moon’ by Echo & The Bunnymen plays as the film captures relatable moments from either side of the family dynamic – teens wanting their social freedom, worried parents counting the seconds to curfew – ending, of course, with the familiar voice of Kevin Bacon.
KidsCan - Kids Can't Wait
The cost of living crisis is hitting hard across the world, and New Zealand charity KidsCan is calling attention to one of its most helpless victims: children. While it already supports a third of all schools nationwide and 205 early childhood centres, this year, an additional 10,000 children still need help – the largest waitlist in KidsCan’s history. Its winter appeal campaign, created by The Monkeys Aotearoa, part of Accenture Song, brings this waitlist to life. The print campaign stands out in particular, starkly detailing the ages and cities of children that will go without food, jackets, and shoes.
Canva - Takeshi’s Peace Treaty
We’re hopping over to Japan and back in time for Canva’s fun and fiery new campaign from UltraSuperNew, as part of its ‘Make It Unbelievable’ brand platform. Starring for a second time two of the country’s most famous actors, Takeshi Kitano and Gekidan Hitori, the film sees a pair of medieval Japanese lords finally reach a peace agreement… until the trust is broken. Gekidan simply cannot believe Takeshi’s celebratory social post was made by him, and Takeshi is furious. A series of escalations puts a whole nation’s stability on the line – only a Canva tutorial can save the day.
Megan Thee Stallion - Mamushi
Megan Thee Stallion joins us in Japan for her latest music video, ‘Mamushi’, featuring Yuki Chiba. Opening with a recreation of the iconic 'Heaven on Earth' scene from Rush Hour, director Onda and ProdCo transform a bathhouse into a surreal and sensual stage upon which Megan hypnotises an unsuspecting customer. Audiences are sure to be enchanted, too: wardrobe, choreography, colour, and Megan herself are captivating – oh, especially when she transforms into a ginormous viper.
