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High Five: Most Innovative Ads of the Year So Far


Jer McNama and Andrew MacPhee, executive creative directors at FCB Toronto, choose a bunch of exciting campaigns that brought a little joy to their year so far

High Five: Most Innovative Ads of the Year So Far

OK, this was harder than we thought. After a week going down an advertising rabbit hole, we’ve settled on our favourite campaigns of 2022 so far. Thanks to Google for successfully understanding what we meant by 'ad with horse typing on keyboard'...

B&Q - 'Flip'

Agency: Uncommon Creative Studio
Production: Pulse Films
Director: Oscar Hudson
Post: Electric Theatre Collective
Editorial: tenthree
Sound: Factory Studios

My goodness, the craft. It’s one thing to imagine a spot like this but it’s another to execute it. On paper it probably didn’t sing, so kudos to the client for buying the idea - and forking out the money to do it right - along with the team who perfected the hell out of it. 

FTX - 'Don’t Miss Out'

Agency: dentsuMB
Production: Partizan
Director: Jeff Schaffer
Editorial: Mackcut
Colour: Company 3
Sound: Heard City x JSM Music

Two and a half minutes of Larry David doing Larry David things? We’re in. 

Duolingo - 'Tattoo Duo-Over'

Agency: BETC Paris
Production: Bang TV x Voir
Director: Pierre-Edouard Joubert
Sound: GUM

Never underestimate a great campaign name, but it’s also the perfect idea for Duolingo. They nailed the universal truth of foreign language tattoos gone wrong and we’re glad they didn’t mail in the video competent too. Fun edit for a fun idea.

Twitter - 'Tweet It into Existence'

'Tweet It into Existence' is such a smart campaign, particularly the Simon Liu board. Brilliant use of out-of-home that showcases the platform and the influential people who use it. Just wished they ran an Elon tweet from two years ago threatening to buy Twitter...

Visit Sweden - 'Discover the Originals'

So wonderfully Swedish. If I lived on a lake that shared its name with a famous plunger, I’d want a rebrand too.

Inspired by Iceland - 'OutHorse Your Inbox'

Agency: SS+K

OK so this is six, but we love it when a brand doesn’t take itself too seriously. This campaign does it in a culturally timely way, with the boundaries of work and home blurring and the expectations to be 'always on'. Think we’ll book a trip to Scandinavia...

view more - High Five
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FCB Toronto, Wed, 20 Jul 2022 11:30:01 GMT