Work of the Week: 13/05/22
This week’s top creative includes several heart-wrenching films for some of the most emotional current topics, including vaccinations, miscarriage awareness, gun violence and the invasion of Ukraine - as well as some clever campaigns from KITKAT and Annahar Newspaper.. Kicking off the list this week is Leo Burnett Thailand's campaign for First Choice's XU digital credit card - a trip (in more ways than one) to a computer-generated realm, where the 'Mafia of Digital' rule and a sci-fi landscape is altered at the touch of your fingertips. Also in the top picks for the second week of May - two emotional films from GGH MullenLowe and Channel 4, about ending the taboo regarding miscarriages and telling the story of a family torn apart by the war in Ukraine, respectively.
Also included in this week's selection; KITKAT scoring own goals to give gamers a break on FIFA, using body bags to draw attention to ongoing gun violence in the US and Annahar Newspaper asking if you know the value of your vote. Check out all of the full campaigns below.
First Choice Targets Gen Z with Otherworldly ‘Mafia of Digital World’ Campaign
Weaving a dream-like, futuristic tale for XU's digital credit card, Leo Burnett Thailand and First Choice targeted gen Z this week, with its otherworldly ‘Mafia of Digital World’ campaign. Featuring trippy sci-fi visuals and a comedic - yet dystopian - feel to the film, it will leave you perplexed yet thoroughly entertained.
Pfizer México's 'Visible Emergency' Exposes the Reality of Ambulance Care
In a daring - and possibly quite intimidating - public stunt, Pfizer Mexico teamed up with Ogilvy Argentina to drive a see-through ambulance 200km throughout Mexico City. To raise awareness of the importance of vaccinations against respiratory diseases, the paramedics in the ambulance recreated an emergency, showing - in real-time - the risk of not being vaccinated to passers-by and people stuck in traffic. The campaign certainly elicited a response from us watching the film, and even more so from the astonished Mexico City residents who stopped to gasp at the performance and record on their phones.
Heart-Wrenching Film Breaks the Silence around Miscarriages on Mother’s Day
For Mother's Day, family and parenting platform ELTERN collaborated with GGH MullenLowe to tell an emotional story of a mother's miscarriage, through the eyes of her young son. Directed by Bastian Glässner, the film aims to end the taboo around miscarriages, which occur in one in six pregnancies.
Channel 4 and Untold Studios present ‘My Dad: Living in Ukraine's War Zone’
Channel 4 and Untold Studios have produced ‘My Dad: Living in Ukraine's War Zone’ - an emotive and eye-opening documentary, telling the story of a family torn apart by the war in Ukraine. The poignant film is the first in a series of films presenting young people with a family member involved in something shocking, illegal, or underground to hear how it impacts their lives.
March for Our Lives Uses Body Bags to Draw Attention to Ongoing Gun Violence Crisis
Since the tragic shooting at Marjory Stoneman Douglas High School in 2018, over 170,000 more US lives have been lost to gun violence - and March For Our Lives says that all politicians have done in that period of time is offer their ‘thoughts and prayers'. So, in partnership with McCann NY and m ss ng p eces director JJ Augustavo, March For Our Lives has released a new PSA where the organisation spelled out ‘THOUGHTS AND PRAYERS’ in body bags on the National Mall in Washington DC. Hoping to draw attention to the lack of action on this ongoing crisis and to encourage Americans to sign a petition demanding that Senator Chuck Schumer bring universal background checks to the Senate floor for a vote. They say, "It's time for politicians to stop talking and start acting."
FP7McCann and Annahar Newspaper Ask You to ‘Sell Your Vote’ in Wake of Lebanese Elections
Leading up to the Lebanese elections on May 15th 2022, FP7McCann and Annahar Newspaper have created a film which aims to highlight the consequences of selling your vote. Vote buying is a disturbing and unfortunately prevalent trend in Lebanon, with people being offered money in exchange for their vote. This bold new campaign asks, 'Do you know the value of your vote?' - highlighting the cost of citizens surrendering their votes: thousands of dollars in medical services, education, security, infrastructure, time and even dignity.
KITKAT Gives Gamers a Break During FIFA's Most Competitive Game Mode
If you've played FIFA online, you certainly can relate to the insight that inspired this campaign - that blood rate and heart rate increase dramatically when you're being handed a 9-0 defeat, Southampton-style by a faceless nine-year-old esports wizard on the other side of the planet. Living up to its famous tagline, KITKAT offered FIFA players a break from the 'FIFA rage' during Malaysia’s Weekend League on 22nd-24th April. To give the stressed competitors a much-needed rest, KITKAT's 'Kitto Kath Squad' - a unique team made up of silver and bronze-level players who are easy to beat - handed free wins to its opponents via some deliberately terrible performances. Check out the entertaining case study below.
Australian Brand Boody Becomes Official Underwear of the Entire Planet
Featuring world-renowned ethnologist Dr Jane Goodall as brand spokesperson, this debut campaign with Clemenger BBDO proclaims the Boody underwear range as ‘The Official Underwear of the Entire Planet’. Using a diverse cast of real people, the video positions Boody as the underwear brand not just for every person on Earth but for everything on Earth too. It reminds audiences that even seemingly small decisions (like the underwear you choose) can have a big impact on our planet.
