This week’s round-up of ads from around the world includes a nod to Leica’s photojournalism heritage, another monochrome tale of Guinness pluck and charm, and a tongue-in-cheek take on fashion’s obsession with ‘street style’.
F/Nazca Saatchi & Saatchi has created ‘Soul’, a commercial for the Leica store in São Paulo, taking its cues from gritty photojournalism of yesteryear. Shot in black and white, the film is narrated in German in homage to the Leica’s birthplace, from the point of view of a well-used Leica camera. Directed by Vellas from Sentimental Filmes, with photography direction by André Faccioli, it aims to convey the ethos of the brand, that ‘every Leica has a soul’.
The latest ad by AMV BBDO for Guinness’ Made of More campaign is ‘Clock’. Directed by Peter Thwaites through Gorgeous, the film features a sentimental clock that takes it upon itself to manipulate time in order to enhance the life of its town’s citizens.
High street fashion brand Warehouse is launching its S/S13 collection with a campaign by The Brooklyn Brothers to run across press, in-store and online from Thursday. Shot on fashion mecca locations such as London’s Dover Street and Savile Row, the campaign plays on fashion’s obsession with real street style, featuring ‘women on the go’ in at times quite absurd fashionista situations – look out for the pigeon theme. According to creatives Will Bingham and Victoria Daltrey, the “quirky tone of voice and personality” shows a new side to Warehouse.
Meanwhile, John Lewis has launched a ‘New Year, New Start’ social media campaign, created by Tribal DDB. It invites customers to send in photographs of their knackered sportswear or equipment via social platforms, and each entry then receives a personalised suggestion of a modern alternative and a motivational message.
The accompanying film provides a suitably motivating little scenario of a man rifling through his delapidated old equipment before setting off in his sparkly new gear – accompanied by a reimagined Grandstand theme tune.
Another sporting campaign comes from 180 Amsterdam for Asics. The ‘Journey of Improvement’ international campaign, which runs across TV, print and social media, encourages athletes to develop and improve. It coincides with the brand’s first Facebook app, My Asics, which helps those who sign up with personalised training plans. The first ad, ‘Better Your Best’ is directed by Kim Gehrig.
This ad by Wieden + Kennedy Amsterdam for Booking.com draws nicely on a universally recognised emotion – the sense of trepidation when travellers are about to take their first look at the painstakingly selected holiday accomodation. Steeled for disappointment, these ones turn out to have made the right decisions.
Finally, Coca Cola launched its ‘Arctic Home’ campaign in partnership with WWF across Europe. Pledging €1m over the three-year period to raise awareness of the threat to polar bears in the Arctic. Tying in to the brand’s heritage and association with the polar bear motif, the campaign also feature packaging and will run on TV, in print, online and outdoors.
CR in Print
The January issue of Creative Review is all about the Money – well, almost. What do you earn? Is everyone else getting more? Do you charge enough for your work? How much would it cost to set up on your own? Is there a better way of getting paid? These and many more questions are addressed in January’s CR.
But if money’s not your thing, there’s plenty more in the issue: interviews with photographer Alexander James, designer Mirko Borsche and Professor Neville Brody. Plus, Rick Poynor on Anarchy magazine, the influence of the atomic age on comic books, Paul Belford’s art direction column, Daniel Benneworth-Gray’s This Designer’s Life column and Gordon Comstock on the collected memos, letters and assorted writings of legendary adman David Ogilvy.
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