The year may be winding down but the industry’s creativity isn’t. Our last Work of the Week for 2022 is a veritable global bonanza with work from Thailand, Lebanon, Belgium, Malaysia, Spain, the USA, and the UK from brands such as WhatsApp, McDonald’s, AnNahar, and more.
Sit back, and soak up our favourite work from the last seven days.
WhatsApp - Fireworks Within
WhatsApp shows the 'Fireworks Within' people feel when they connect with a loved one on New Year's Eve in this spot from AMV BBDO and MJZ's Nicolai Fuglsig. According to Meta, WhatsApp frequently sets records for the number of text messages and calls on New Year's Eve. This smart work illustrates the platform's role in helping people have private conversations during the most universally shared cultural moment of the calendar year.
AnNahar - Freedom of Speech
Impact BBDO and AnNahar newspaper are honouring freedom of speech by reviving publications that have been shut down due to political pressure and failure. AnNahar invited journalists from the eradicated publications to write for the newspaper, highlighting the crisis faced by Lebanese publishers and media houses struggling to survive in a country plagued by economic failures and corruption. The campaign also marks the death anniversary of AnNahar editor-in-chief Gebran Tueni, who was assassinated for his voice.
Tops - The Underrated Gift
This Christmas film from VMLY&R and Thailand's largest supermarket chain, Tops, supports the potential of ordinary, supermarket items as gifts in a humorous way that we associate with and love Thai advertising for. So, stop stressing, get down to your local grocery store, and stock up on zip-lock bags, tins of fish, and nuts.
Stonewall - The Big Gay Donation
This important message, delivered with wit, humour and personality by actress Miriam Margolyes, is brought to you by Uncommon and UK charity Stonewall.
Reforesta - Ugly Data Sweater
The 'Ugly Data Sweater' is a Christmas jumper with decorative elements based on data about the forest fires that ripped through parts of Spain throughout 2022. It was created by Proximity for Reforesta, a non-profit organisation working towards the conservation of nature and the recovery of forests.
McDonald’s - This Is McDonald’s
McDonald's is hijacking the multiverse and inviting gamers to search for food items resembling its products in video games and swap them for actual, edible McDonald's items through this 'Unbranded Menu' campaign from Leo Burnett Malaysia. The campaign was launched after the Philippines' most popular gaming personality, Alodia Gosiengfiao, posted a screengrab of a Big Mac-lookalike found in Grand Theft Auto V and challenged her followers to search for similar items, spurring an online hunt from gamers and streamers that lives on the hashtag #ThisIsMcDonalds.
De Morgen - Lusail Stadium
Belgian newspaper De Morgen and agency mortierbrigade enlisted the help of AI to create images of a World Cup final we weren't allowed to see. The images were generated by AI with the help of photographer Hadrien Hanse, and reportedly took countless tests and briefings. Frédéric Zouag, AD at mortierbrigade, sums up the campaign perfectly: "Artificial Intelligence in this case is unfortunately more human than real people."
Nreal Air - Care Home
Nreal Air, the brand this spot is for, manufactures AI glasses. Created by Adams Fan and directed by Sune Sorensen, the short film tells the story of a grandmother, presumably with Alzheimer's disease, who can't recognise her son, and a grandchild intent on bringing family memories flooding back at Christmas.