Work of the Week: 10/03/23
The second week of March saw the best work celebrate International Women’s Day, gave us glimpses into the bright colours of the Indian festival of Holi and dipped a toe into several international campaigns ranging from the UK to the US, India to Romania and more. As TedxAmsterdam championed women through AI, it made us question why AI has a bias and wonder what a more inclusive digital future could hold.
Elsewhere, Coca-Cola brought to life classic paintings and pieces of artwork as the audience walked through the iconic styles of several painters, all adapted to include the classic Coca-Cola bottles and branding. Heinz also stopped us in our tracks and made us question what we saw in a 0.57-second-long spot flashing across screens, much like the speed of NASCAR drivers as they race by.
With work from IndianOil, McDonald’s Romania, Corteiz x Nike, Miller Lite and Diablo IV too, this week is full of surprises. Keep reading to see each spot!
TEDxAmsterdam Women x Ace - MissJourney
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Celebrating International Women’s Day, grassroots initiative TedxAmsterdam and agency Ace created an AI image tool which exclusively represents women. After finding out that only 20% of ‘professionals’ (as classed by AI) are women, the partnership in this campaign ensured that a diverse range of women could see themselves represented like never before. Building the 'MissJourney' tool, the aim was to raise awareness of what the digital future could hold.
Coca-Cola
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Set in a gallery and jumping off from the iconic 1962 ‘Large Coca-Cola’ artwork by Andy Warhol, Coca-Cola and Academy Films, alongside director Henry Scholfield, have brought the soft drink to life in more ways than one. Replicating various styles of painting, illustration and artwork from JMW Turner and Johannes Vermeer – to name just a few – the spot is sure to quench your thirst for creativity.
IndianOil - #BeTheColour
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This week, March 8th marked the Indian festival of Holi, otherwise known as the ‘Festival of Colour’. During this springtime celebration, the winter season is put behind and the celebration of good over evil is marked with bonfires, traditional sweets, drum sounds and of course, signature bright powder colours that are thrown around. In this spot by IndianOil and FCB India, we’re reminded that “playing with colour is one thing, but bringing colour into someone's life is something else.”
Heinz - NASCAR
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NASCAR is known for its speed and the ketchup brand Heinz is known for its slow-pouring consistency. So when coming up with an idea for this campaign, the brand and agency Rethink flipped the script with a 0.57-second-long spot to flash before the eyes of viewers - so fast that you have to pause and watch in slow-mo to catch it all (we suggest a YouTube playback speed of 0.25). Nevertheless, this fast-paced spot reminds us of a certain Super Bowl ad which broke the internet and made viewers pause - a genius idea to catch the audience off guard.
McDonald's - Home Menu Mix
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The restaurant chain McDonald’s Romania responded to the cost of living crisis with a campaign that highlights its affordability. Working with agency DDB Romania, the spot follows a chess champion who’s won 13 competitions this year alone. The impressive young woman tells us how she’s good with numbers and strategy while explaining how everyone else in her family is rather inefficient. When her mum brings home a McDonald’s, she’s sure it will disappoint but to her surprise, it’s both tasty and budget-friendly. Win-win!
Corteiz x Nike Air Max 95 - Rules the World
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Streetwear has become a phenomenon. From coveted collections to highly sought after resale and one-of-a-kind launches, it’s hard to differentiate in an already competitive market. So, when streetwear brand Corteiz entered and cause a commotion, it was no surprise that bigger things were to come. Now, in a campaign directed by Walid Labri through DIVISION and featuring Phil Foden and Jorja Smith, the new spot has been coined as ‘the cinematic universe of Corteiz’ as the brand celebrates its new collaboration with Nike.
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Miller Lite - Bad $#!T to Good $#!T
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Women have been brewing beers for centuries and how did the beer industry celebrate that? By putting women in bikini’s and having them hold beers in ads. Beer brand Miller Lite decided enough was enough and this women’s day, made a commitment to making ‘Bad $#!T’ into ‘Good $#!T’ in its latest campaign with agency Alma. Starring producer, comedian and actor Ilana Glazer, and supporting women brewers, Women’s History Month sees outdated ads bought and removed, converting this into fertiliser that actually supports the women in the industry. That’s some – as Miller Lite would say – Good $#!T.
Diablo IV - The Cathedral of Diablo
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In the new spot directed by MJZ director Henry Hobson and 72andSunny LA, game developer Blizzard Entertainment teased audiences with Diablo IV’s release via a giant, 160-foot mural painted in a French, mediaeval gothic cathedral. Partnering with experiential production partner Wildlife and Adam Miller, a renowned artist whose Baroque-style paintings have been shown in galleries all around the world, the campaign was released ahead of two Beta weekends to build hype for the game’s actual release on June 6th, 2023.
