Work of the Week: 28/07/23
A link between this week's strongest examples of commercial creativity is freedom. Freedom to own one's body, freedom to consume information, and freedom to travel. Unrelated to all of that but very topical is another, new example of marketing fuelled by the steam train of pink, Barbie.
Check out our Work of the Week below.
Hellmann's UK uses some iconic Aussie slang to capitalise on Barbie fever in this timely OOH campaign from Ogilvy UK. This cheekily placed shrimp - though they are known as prawns in the UK - appeared atop a Barbie-like doll on over 400 billboards, national newspapers and social platforms across the UK and Australia. Particular emphasis was placed on areas with large Australian communities within London, such as Clapham.
RFSU (Swedish Association for Sexuality Education) - For The Freedom of Every Body
Director Marcus Lundin blends beautiful animation with live action in this intriguing sex education film for RFSU, the commercial entity of the Swedish Association for Sexuality Education. In the film, a condom addresses parliament, protestors carry an enormous dildo, a gay couple are defended by lube, and pregnancy tests swirl around a woman in control of her body. "Unlike other stuff money can buy," says the narrator, "these are made for your fucking freedom."
The Digital Public Library of America - The Banned Book Club
A report by Pen America revealed in April that book bans in US public schools has increased by 28% in the six months prior. It described the trend as a “crusade to constrict children’s freedom to read”. To help tackle the issue, The Digital Public Library of America (DPLA) and FCB have launched The Banned Book Club to ensure that readers in communities affected by book bans can access banned books for free via the Palace e-reader app. To do so, the campaign utilises GPS-based geo-targeting to establish virtual libraries in affected communities. When a reader is within a community served by a library that has been forced to ban a book, they can visit TheBannedBookClub.info to see the exact books that have been banned in their area. Then, they can download those books for free on any handheld device via the Palace e-reader app.
easyJet flips tourism on its head in this new campaign from VCCP London that sees crowd-drawing objects of tourism become the tourists themselves. Mona Lisa, Girl with the Pearl Earring, David, The Thinker and even a couple of cherubs learn what it's like to fully immerse themselves in the unbounded joy of travel. Instead of creating the protagonists in digital form or using AI, VCCP cast across Europe to find real people to star as these famous figures. The film was directed by Anonymous Content's Patrick Daughters.
Apple - The Underdogs: Swiped Mac
Apple's beloved bunch of business buddies returned for another adventure. Once again directed by SMUGGLER's Mark Molloy, the fourth instalment of the 'Underdogs' series sees the group chase after a duo of inept thieves who have stolen one of the character's MacBook before a big meeting. As ever, it is packed to the rafters with product and feature demos, all deftly incorporated into a nail biting narrative.
