Forsman & Bodenfors – H&M
H&M looks set to break all the fashion rules in a new campaign from Forsman & Bodenfors featuring punk icon (and walking leather pin cushion) Iggy Pop. It hinges on a film narrated by the Stooges frontman, which carries a liberating message that encourages us to break the ultimate fashion taboo: Recycle our clothes. It's all in aid of promoting a new H&M collection crafted exclusively from recycled clothing called “Close the Loop.” H&M was the first fashion company to launch a global garment collection initiative, driven by the idea that fashion shouldn't just look good, but should do good too. Their mission now is to create a closed loop in fashion, because why should any fashion go to waste when it can be collected, re-used or turned into something new? Alongside Mr Pop, the campaign also features a range of supermodels, fashion models and designers, all of whom are incredibly enthusiastic about the new collection, and the concept of recycling our retired garments.
Goodby Silverstein & Partners – eBay
To highlight the vast array of unique and eclectic items that can be found on the international marketplace, eBay has teamed up with Brand New School and Goodby Silverstein & Partners for their “Shop a Song” campaign. The five-spot campaign combines live action and animation and is set to songs by Billy Joel (see above), Warren G, Ke$ha, Florida Georgia Line, and Vance Joy. Deceptively simple, but clever, transitions synchronise with the lyrics to produce a series of colourful spots that fun to watch and sing along to.
Wieden + Kennedy Amsterdam – Heineken
As part of its integrated global campaign supporting the new James Bond film SPECTRE, Heineken has unveiled a new TV ad featuring Daniel Craig as Bond, in a high speed boat chase. In addition, it also announced an exciting digital campaign featuring the world's first ever selfie from space, dubbed the “Spyfie” (first the Shoefie, now the Spyfie, whatever next?). The spot was created by Wieden+Kennedy Amsterdam and directed by Tom Kuntz at MJZ, with post production by MPC London. The spot uses the same cinematographers and stuntmen from the feature film to ensure the action sequences are authentic. It's very impressive, and as Heineken's spot is the only one to actually feature Bond himself (though a recent Sony campaign starred Moneypenny actress Naomie Harris), there's a certain amount of unmistakable gravitas at play. Heineken's SPECTRE campaign is the brand's largest global marketing platform of 2015, and will run up until the film is released in the UK on October 26, and beyond.
TBWA/Singapore – Airbnb
TBWA/Singapore has teamed up with models and miniature set specialist Yippee Ki-Yay and Photoplay Film to launch a new campaign for Airbnb called “A Different Paris.” In the 60 second film we see a Chinese heroine reminiscing about the time she spent exploring Paris thanks to the recommendations from her Airbnb host. Her memories are brought to life in a stunning visual execution using a handmade, 3D zoetrope, one of the oldest pre-film animation devices. Measuring 3.8 meters in diameter, 11.9 meters in circumference and 1.5 meters in height, the first-of-its-kind device went from drawing board to finished structure within a period of 3 weeks and was furnished with an estimated 11,256 parts that include 1,476 figurines to create the illusion of seamless motion. The effect is at once gleefully vintage and decidedly current.
Doner – Optegra
Doner has unveiled its “Live A Fuller Life” campaign with Optegra, the UK’s largest group of dedicated ophthalmic (eye) hospitals. The campaign, which launched this week (National Eye Health Week), draws on real life experiences from patients who have undergone a variety of procedures including laser eye surgery, lens replacement and cataract treatment. It will run across ITV, VoD as well as online display advertising and social media. It has been shot in a non-traditional commercial style and documents each patient’s emotive journey to living a fuller life thanks to their treatment from Optegra. The campaign highlights Optegra’s full spectrum of eye health care and is aimed at audiences undergoing cataract, lens replacement and laser treatments. It's subtly emotional and effectively underlines the feeling of clarity, without coming across as cheesy or cloying.
TBWA\Paris – Michelin
Michelin and TBWA\Paris have launched a new animated campaign to held people understand that every tire designed by Michelin brings every single possible type of tire performance together in a design philosophy called Michelin Total Performance. “Parade” is an epic and spectacular journey demonstrating the individual and collective superiority of all these performances when faced with various weather and road conditions. The characters used in the film are inspired by animals that reflect different aspects of the tyres performance; the octopus for its grip, or the rhinoceros for its robustness. The film also features the brand's iconic mascot, who is (of course) leading the parade with his trademark confident grin. It's incredibly inventive and attractive, and the fact that all of the quirky creatures are built from car parts themselves only adds to the charm.
Wieden+Kennedy Portland – Yoplait
Prison Break actor Dominic Purcell is known his rugged and tough roles, whilst yogurt is known for being smooth and creamy, so the juxtaposition of the two was not an obvious choice for a campaign. But this new work from Wieden+Kennedy for the Yoplait Greek 100 yogurt really works, with the gruff actor (think an American Ray Winstone) showing off his softer side as the “A Man of Yogurt.” Despite the serious look that never leaves his face, Purcell doesn’t take himself too seriously, as he uses words like “Tum-tum” and “Fluffy cloud” to describe his love of the creamy snack. This isn't the first time such a juxtaposition has been used in a major ad campaign and it certainly won't be the last, but Purcell is a likeable presence and the concept is simple, elegant and framed without pretension. Some good stuff from Wieden+Kennedy this week!
