Work of the Week: 01/03/24

We kick off the list with a pretty surreal spot. When you’ve had the same tacos for “a fifth week in a row” your tongue craves more - more flavour, more texture, more of everything. So, open your minds, and mouths, for Sir Kensington’s new campaign aimed at ‘flavour fanatics’ who are genuine ‘sauce people’. 

With a POV from inside the characters’ mouths - open wide and stealthily approaching an unsuspecting sandwich - scenes of pure bliss, floating people, and incredible casting, this VML spot is a true feast for the senses.

Speaking of flavour bursts, here’s another one. Cossette came together with McDonald’s to celebrate the inauguration of new franchise locations and the reopening of renovated restaurants across Canada by throwing a bunch of confetti in the air and photographing them.

But this wasn’t just any old confetti party. To capture the striking visuals, the team created a simple elastic-band-held bouncy table, on top of which the shapes of iconic McDonald’s products were recreated through colourful confetti - the Big Mac, the McFlurry and the Egg McMuffin, among others. 

Then, as the table bounced and the confetti sprung into the air, Cossette used a high-speed camera to capture the perfect photograph, for the ultimate feeling of pure joy. Simple, yet genius.

Featuring former unified World Heavyweight Champion Anthony Joshua and former MMA Heavyweight Champion and new Heavyweight Contender Francis Ngannou, this mixed animation/live-action film sees them in an all-out brawl in preparation for the fight that is set for March 8th at the Kingdom Arena in Saudi Arabia, as part of Riyadh Season.

The spot starts with a high-quality cinematic opening set in early ‘90s New York. Until an unassuming shoulder bump in the middle of a busy street. Before we know it, the audience is swept into a Player 1 vs Player 2 arcade game, with the best from both MMA and professional boxing. The craft is unparalleled, the animation is on point and the execution is totally fresh. It’s guaranteed to knock you out.

Did you know that LinkedIn Premium subscribers are 2.6 times more likely to get hired on average? Neither did we. Leveraging this, and other insights, LinkedIn partnered with Park Pictures, Cartel and The Mill to tell users why they should upgrade to Premium today.

Creating three humorous films as part of the ‘That’s Premium’ campaign, the company portrayed different work situations painfully familiar to job-seekers across the world. Tough crowds at presentations, feeling like a creepy clone of the other 100 candidates for a position you think should be yours, and simply not fitting in at your workplace - LinkedIn Premium has a solution.

I was either hungry when compiling this list, or the food category is just really bringing it this week. Bread brand D’Italiano took inspiration from actual Renaissance paintings to invite Canadians to soak up every drop of life - both literally and figuratively. 

In a short but beautiful spot, D’Italiano and Rethink show us a warm and chaotic family gathering around a table adorned with the best sliced bread, bagels and other baked goods. Entirely slow-motion with a classical music soundtrack, we see food falling, children screaming and bread dipped in a hearty red sauce. A perfect moment capturing brand heritage and actual real-life culture.

At LBB, we love category defiers. And in the travel category, there aren’t that many. We mostly see beautiful landscapes, awe-inspiring views and smooth voice-overs luring us gently towards adventure.

Not Travel Yukon. In the winter, this tiny western Canadian territory is thought to be rugged, remote and reserved for hardcore survivalists ready to brave the icy tundra. Travel Yukon took this insight and created their newest travel campaign around the term ‘being metal’ - or hardcore - and dialled it back a bit to show travellers that you have to be just “a little bit metal” to visit Yukon in the winter months. 

A heavy metal song, performed in the middle of what looks like an iced-over lake with snippets of modern comforts, proved to be just the right recipe.

We’re finishing on a real tear-jerker. But not a sad one. Moreso an existential one. German airline Lufthansa has come together with Serviceplan to surprise us with an emotional campaign highlighting the power of saying ‘Yes’ to new beginnings, to endings, to big decisions, or to anything at all.

In the film, we hear a pair speculating about their co-passengers' stories; be it the actress in 10A getting the role of her life; or 55H who is turning over a new leaf. It's a campaign dedicated to genuine and authentic storytelling, made to inspire you to take the journey - wherever the destination might be.