Work of the Week: 26/07/24
This week's selection of top creative work includes some incredibly well-crafted spots and short films for some of the biggest brands in the world - as well as an activation that saw an ATM in Newcastle become a sausage-roll dispensing machine (we're so jealous we couldn't be there).
The masterminds behind the pastry-producing experience for digital bank Monzo and bakery Greggs were Work of the Week regulars Uncommon, who also earned a second spot in our weekly highlights for their new safety film for British Airways. Elsewhere, we saw the return of Apple's Underdogs in the fifth instalment of the ‘Apple at Work’ film series, directed by Mark Molloy, and more colourful short films for vitaminwater, curated by WPP Open X and Spike Lee.
Also, just in time for the Olympics, Nike released a Kim Gehrig-directed film that embodies the relentless winning spirit of athletes, voiced by the iconic actor Willem Dafoe. Meanwhile, ESPN and creative agency BSSP have started prepping Americans for fantasy football season, showcasing how while the game is just fantasy, the punishments, rituals and glory among friend groups is oh-so real. DDB Vienna and McDonald's Austria also put friendships to the test this week with their comedic 'Best Friends' film, directed by Micky Suelzer. It poses the question, if you don't remember your friend's Maccies order, are you really best friends?
See all of this top work in full below.
Nike - Winning Isn't for Everyone
Willem Dafoe lends his vocal talents to this Olympic anthem for Nike, providing an almost sinister, sardonic voice for the athlete’s ruthless winning spirit. The film, directed by Somesuch's Kim Gehrig, speaks to the grit, sacrifice and passion that it takes to reach the Olympic stage and combines rapid cross-cutting of facial-tracked footage with a triumphant operatic soundtrack. A gold-medal effort from the sports brand and Wieden+Kennedy Portland ahead of the Games.
British Airways - A British Original Period Drama
To keep fliers engaged, airlines like to update their onboard safety films on a regular basis - and BA is no different. Knowing the popularity of British period dramas overseas, creative agency Uncommon set the latest film in centuries past, with present-day British Airways staff interrupting the drama to provide the safety briefing. Known for her fluency in British humour, 'Bridget Jones' director Sharon Maguire directed the five-minute film, which is full of hilarious moments, as well as vital information for passengers.
Apple - The Underdogs: OOO (Out Of Office)
'The Underdogs' is Apple's long-running, and award-winning, content series used to demonstrate the power of its devices and applications. The team has now returned for its fifth film, directed by SMUGGLER's Mark Molloy, which sees the group fly out to Thailand for a business trip. It's the first in the series to star Apple's Vision Pro AR device, and showcases Apple's translation tools and more. 'Superbad' actor Christopher Mintz-Plasse also makes an appearance as a particularly demanding client, who adds the pressure to the Underdogs' search for a Thai packaging factory.
McDonald's Austria - Best Friends
Are you really 'best friends' with someone if you don't remember to pick something up for them when you're on a Maccies run? Or even worse - if you don't know what their usual order is? This is the insight explored by DDB Vienna for McDonald's Austria's latest film. Directed by Zauberberg Productions' Micky Suelzer, it's a comedic caper that follows a man failing to chase down his friend, who has just left to get some McDonald's for his colleagues. Fortunately, they're truly best friends, and the friend returns with the burger, fries and shake he always gets.
vitaminwater - vitaminwater from New York
For vitaminwater's first campaign in two years, WPP Open X enlisted the help of director - and proud New Yorker - Spike Lee to take the brand back to its roots in the Big Apple. Celebrating the colours and flavours of the city, as well as vitaminwater's range of products, the campaign includes several short films from emerging film students selected by Spike Lee. The films tell the stories of everyday New Yorkers living bold and vibrant lives amidst the lovable chaos of NYC, accompanied by the rainbow of vitaminwater flavours.
The Color of New York - dir. Kaitlyn Busbee
The Taste of New York - dir. Joecar Hanna
ESPN - Only In Fantasy
Fantasy football is just that - a fantasy. However, depending on how your group of friends, colleagues, or whoever else comprises your league plays the game, it can get oh-so real. From competitions to decide draft pick order to punishing forfeits for the loser and big prizes for the winner, a fantasy football division can often mean more than the actual results of your favourite football team. Homing in on this, ESPN's fourth fantasy football campaign with agency BSSP taps into real stories from real fantasy football leagues - showing just how much the game means to people, going as far back as the '70s.
Monzo x Greggs - ATMmm
Monzo, the UK’s largest digital bank, launched an 'ATMmm' in Newcastle, England - an exclusive pop-up ATM that dispensed Greggs Sausage Rolls and Vegan Sausage Rolls. Created by Uncommon, the activation is part of the wider 'Money never felt like Monzo' platform and follows the changes to the bank's subscription plans, which has gifted over 80,000 Monzo customers a free Sausage Roll treat so far.
