David Byrd, creative director at Momentum Worldwide in New York, shares a selection of campaigns that he feels hit the nail on the head
I love design, but mostly, I love design thinking. I really enjoy addressing real problems that a brand is having. I’m always blown away by the simple idea crafted well or a massive execution, every time...
Wings Stop - 'ThighStop'
Agency: In-house Wings Stop
Production: Leo Burnett Chicago
This is the perfect example of a 'big idea' versus a 'big execution', and when you have that idea, it spreads like wildfire. It’s also an amazing example of a problem turned into the fuel of the campaign. Amazing how they were able to stay on top of the timing of this of this and with a single word change hold everyone’s attention.
Brahma - 'The Foamy Haircut'
Agency: DDB São Paulo
This is yet another example of a 'big idea' vs a 'big execution', but this time tapping into football culture to find an amazingly easy insight to jump on...footballers' hair. A law stopping beer sponsorship on the jerseys in Brazil lead to an even more prominent placement of the brand. Creative problem solving at it’s finest was able to have the brand be even more authentic than a patch on a jersey, and this would not have happened if there wasn't an obstacle placed in their way. I love obstacles.
Humane Society International - 'Save Ralph'
Production: In-house at Humane Society International
Post: Vespa Pictures
Ads like these are why I wanted to get into advertising in the first place. It is a problem that is presented to us at such a high level of craft that we forget we are watching an ad. In a movie or a well-crafted series, you want to be able to help the protagonist and with this story they are inviting you to do just that.
The British Museum - 'The Unfiltered History Tour'
Agency: VICE Media
AR - when done well - is allowing you to use your device as a window into information, adventures and mixed realities - and this does all three. The reason that this is so well done is not only because it hits all three marks for an amazing AR experience, but it also has real human emotions attached to these stollen pieces.
McDonald's - 'Golden Arches'
Agency: Leo Burnett Dubai
Production: Studio M
A swing to a child is the highest and oldest form of fun. Leo Burnett was able to take the age-old ask from the client to make the logo bigger and show the joy. A simple idea well executed will get me jealous every single time.