Work of the Week: 26/04/24
Taking us on a journey across the world, to India, Germany, the UK, South Africa and even to the city of New York, this week’s global spread of work is bursting with creativity.
Kicking off the list is Apple's locally-made spot, leaning into the Indian cricket season and showing the audience just how durable its products are. We're then taken across to Germany, where Reporters Without Borders reminds us of some of the speeches political leaders have made, how their initial promises don't always align with their terms in office and why the free press can help combat that.
From there, we take a relaxing barrel-roll walk through Seville with Heineken, witness a hectic journey across New York with The New York State Lottery and even listen out for the 'Coke SoundZ' coming from the famous fizzy drink brand.
To top it all off, we finished our journey how we should have started, with a safety briefing from travel brand TUI. Check it all out here:
Apple - Relax, It’s iPhone
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Apple's latest campaign is based in India and marks its first locally-made film, 'Relax, it's iPhone' in collaboration with TBWA\ Media Arts Lab Singapore. Timed to coincide with the Indian Premier League (IPL) season, the campaign showcases how the iPhone 15 can survive the auto rickshaw journey through busy streets. As the iPhone 15 undergoes a rigorous durability test, bouncing around in the back of a the vehicle, it isn't even phased with a scratch.
Reporters Without Borders - The First Speech
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On the occasion of its 30th anniversary, Reporters Without Borders Germany (RSF) worked with Innocean Berlin and Stink Films Berlin to create 'The First Speech'. The three part campaign takes the audience across Russia, Türkiye and Venezuela as political leaders' speeches are heard by the local population. Each speech is filled with pretty promises about safeguarding freedom and democracy, all of which the leaders have failed to uphold, thus the organisation is encouraging people to "Trust the Free Press. Not Pretty Words".
Heineken - Choose to Cruz
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Traversing the streets of Seville, in a relaxed but highly unusual way, is how we're being introduced to Heineken's Sevillian lager Cruzcampo®. Working together with Lucky Generals, the lager beer brand is embracing all things chill, cool and composed in this spot. With the UK market ready to embrace authentic Spanish beers, the Cruzcampo® brand originated in Span in 1904 and remains to be a firm favourite for locals who enjoy a slower way of life. Now for the Brits to get on board!
The New York Lottery - Nothing Surprises a New Yorker
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The New York Lottery drops new Scratch-Off Games every month, but in this latest ad with McCann New York, they’re releasing a cash ticket with an eyebrow-raising $10,000,000 up for grabs. Tapping into the so-true-it’s-funny reality that New Yorkers encounter the 'unbelievable' on a daily basis, the three spots showcase just how wacky things can get in the concrete jungle where dreams are made of. So much so that these prizes might very well be the last thing left that can actually surprise a New Yorker.
Coca-Cola - Coke SoundZ
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Phst. Fizz. Clink. Glug. Did you hear that? That's the sound of Coca-Cola's latest ad.
Celebrating Coca-Cola Zero Sugar’s unique sounds, the ‘Coke SoundZ’ instrument campaign from WPP Open X, led by AKQA, turned these noises into a Coca-Cola bottle shaped instrument to create tracks with. The multisensory experience combines sound capture with AI and behavioural psychology to "spark joy with every note," according to the Coca-Cola Company's VP and head of generative AI Pratik Thakar. Take a look and see for yourself.
KFC - Beyond the Sea
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"How far would you go for what you love?" Asks the latest KFC campaign from Nice Shirt Films' director Kim Geldenhuys. Featuring the location of Marion Island – the science facility home to a South African National Antarctic Programme – it shows how people who are stationed 2000km away from the nearest KFC will travel back just for a taste of a Finger Lickin' good meal. Set to a jazz cover of 'Comin’ Home Baby', it's a spot with that classic South African humour and heart behind it.
TUI - Safety: A Global Film
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Getting on a plane and starting to watch a movie, only to be interrupted by those pesky safety videos – we've all been there. But this time, in this safety briefing from global travel and leisure company TUI, there's a bit of a twist. Working with Leo Burnett UK, 'Safety: A Global Film' celebrates all the favourite TUI destinations, while offering an entertaining alternative to the traditional safety briefing. From ancient Egyptian tombs à la Indiana Jones to Kill Bill-esque Chinese temples, the four-minute film makes you actually pay attention to the safety briefing.
