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Work of the Week: 13/12/24

13/12/2024
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A week of work celebrating kindness, the power of imagination and the importance of giving back from the likes of BBH London, Serviceplan Germany, Public Inc for brands including Paddy Power, HP and PENNY and more, writes 天美棋牌鈥檚 Abi Lightfoot
Friday 13th might be unlucky for some, but it鈥檚 not for the select few selected for this week鈥檚 Work of the Week roundup. 

As we head further into the festive season, we were treated to Paddy Power鈥檚 first foray into Christmas advertising, featuring an age-defying appearance from Danny Dyer. The limitless nature of creativity was celebrated in work from HP and Montblanc, with words transformed before our eyes. 

There鈥檚 a theme of kindness and consideration running through three of this week鈥檚 choices which feels appropriate to the season, in work from Roots of Empathy, Dutch State Lottery, and PENNY. Not forgetting the swing stunt spectacular from mobile gaming platform Papaya, and Mercedes F1鈥檚 heartfelt tribute to its longstanding relationship with Lewis Hamilton.

Enjoy the work for yourself below. 

Paddy Power - A Shirt鈥檚 Not Just For Christmas, It鈥檚 For Life

The trials and tribulations of a loyal football fan are put on display in this all too relatable Christmas spot from betting shop Paddy Power. The campaign, titled 鈥楢 Shirt鈥檚 Not Just For Christmas, It鈥檚 For Life鈥, marks the brand's entry into festive advertising, and was created by BBH London, with production by Outsider and direction from Chris Balmond. Starring TV legend and football fan Danny Dyer and sports promoter Eddie Hearn, the film takes us back to the 鈥80s before embarking on a 30 year history of the team鈥檚 highs and lows soundtracked by Bryan Adam鈥檚 heartfelt anthem, 鈥楬eaven鈥. It鈥檚 a gift for every football fan this Christmas. 


Papaya 鈥 Swing 

Calling for adults to let play back into their lives, this soaring spot from ad agency You鈥檙e The Goods for mobile gaming platform Papaya sees two young men compete to swing the highest on the world鈥檚 biggest swing over the streets of New York. 

Advertising the launch of 鈥楶lay On鈥, Papaya鈥檚 new brand platform, the spot recreates the familiar stomach-in-your-mouth feeling as you fall from a height, thanks to the stunt being captured in-camera by the stunt team responsible for 鈥楧une鈥 and 鈥楳ission Impossible鈥. The campaign was directed by Nicolai Fugslig through production company MJZ.


HP 鈥 Tap

Tap tap tap. The sounds of frenetic typing on a keyboard are the inspiration for the Western plot that unfurls during this spot. The twist? The Western comes alive on the struggling screenwriter鈥檚 perfectly manicured fingernails. 

Struggling to focus and put words to the page, HP鈥檚 AI PC technology comes to the rescue as its AI Companion turns research into inspiration. In an instant, her nails spring into action, as animated cowboys and horses duel, bringing the writer鈥檚 thoughts to life. This director鈥檚 cut is the work of Mackenzie Sheppard, with production from ProdCo and creative helmed by agency Droga5.


Montblanc 鈥 The Power of Imagination

In another instance of stories coming to life, Montblanc鈥檚 global Christmas campaign shows us the power of the imagination in transforming the ordinary to extraordinary. The work of production company 100% (formerly known as HALAL) director Alice Kunisue and art director Lorena Bolta, the spot takes viewers to a writer鈥檚 winter retreat, watching as he sits down to write and his scrawls turn into mesmerising festive scenes. 


Roots of Empathy - 鈥業t Takes a Child to Raise a Village鈥

 

Did you know that empathy has declined a staggering 48% over the last 30 years? It鈥檚 a rate that continues to fall and, this week, independent creative agency Public Inc. decided to do something about it for its annual pro-bono holiday campaign. Partnering with children鈥檚 charity Roots of Empathy, this year鈥檚 campaign is named 鈥業t Takes a Child to Raise a Village鈥. 

Directed by Drew Lightfoot, the spot takes viewers on a tour of a miniature Christmas village, a charming scene which is offset by the ugliest kind of human behaviour. Narrated by a Christmas carol-style poem, the campaign concludes by highlighting the solution to the problem 鈥 bringing empathy to classrooms and teaching kindness to the next generation. 


Dutch State lottery - Give Each Other Some Luck

The Dutch State Lottery (Staatsloterij) unveiled its heartfelt campaign for its New Year鈥檚 draw this week. Featuring a touching neighbourly relationship, and two adorable dogs, the spot titled 鈥楪ive Each Other Some Luck鈥 highlights the importance of generosity, togetherness, and small acts of kindness. 

Created by TBWA\NEBOKO, the campaign is soundtracked by original music by Irish singer/songwriter Gavin James, which adds to the emotional narrative running throughout. The campaign serves as a poignant reminder of the value of friendship, and, to check in on your neighbours. 


PENNY 鈥 Wonderful World

Continuing the theme of making the world a better place is the Christmas campaign from German discount grocery chain, PENNY. This year鈥檚 campaign was created by Serviceplan Neo and is titled 鈥榃onderful World鈥, thanks to the newly composed rendition of Louis Armstrong鈥檚 鈥榃hat a Wonderful World鈥 which soundtracks it.. 

The work is dedicated to the volunteers, club members, and PENNY customers who support the F枚rderpenny initiative that has helped young people across Germany since 2015. Showing the different ways that F枚rderpenny changes young peoples鈥 lives, from sports clubs, scout groups to social events, the film shows the significant differences that donations can make, and the impact of adding wonder to children鈥檚 lives. 


Mercedes F1 鈥 Every Dream Needs a Team

Mercedes F1 team bid a touching farewell to Lewis Hamilton as their longstanding partnership with the seven-time world champion came to an end. Highlighting the unique bond between Hamilton and Mercedes 鈥 the longest and most successful partnership in F1 history 鈥 the poignant campaign celebrates some of the most iconic moments of the relationship. 

Aptly named 鈥楨very Dream Needs a Team鈥, the campaign encourages and inspires people to follow their dreams, aspire to greatness, and remember the importance of having a team around you. Created by agency of record AMV BBDO, directed by Melina Matsoukas through Prettybird and scored by Stormzy鈥檚 鈥楤linded by Your Grace, Pt.2鈥, the spot is a fitting, sincere tribute to one of the world鈥檚 most well-known sporting partnerships. 

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