So, I’m sitting comfortably, I’ve shut the door and cleared my mind and environment of any distractions. Glasses and headphones on, I’m ready to view.
Getting people to stop and pay attention, let alone be moved to act, is much more complicated than ever before, but the “how” is still the same. Ideas that make people feel something, inspire a reaction, start a conversation, make them laugh, cry, shout and share.
Burberry (2). From the beginning, I couldn’t help getting a little giddy. The heritage story cleverly brings to life the innovation ethos behind the iconic brand and the elegant product placement is enough to leave me coveting Sienna Miller’s hooded coat. I felt warmer towards the brand for watching it. This Australian was left feeling proud to be British. It is a beautiful cinematic spectacle, great track, all immensely enjoyable. Roll on, Christmas.
Tetley (4). I enjoy a kick-ass female superhero as much as the next gal. But, sadly, this is not that and the only thing I’m left feeling is pissed off. I would have liked to think we have moved beyond stereotypes of ditsy women coping with busy working life. Apparently not. Moving swiftly on.
Wateraid (5). I was immediately mesmerised by the raw vocals of the young girl as she delivers Sunshine on a Rainy Day and wanted to love this. It’s always a brave approach for a charity to show the positive, not the negative, but I was left feeling a little flat and wanting more of her story. Would I notice it? Yes. Would it make me donate? I’m not so sure.
The Royal British Legion (1). I watched the films first. The stories were incredibly moving and I enjoyed the twist. The print art direction is beautiful, the portraits by David Eustace are stunning and I love that the type was set on a period typewriter. It cleverly helps change the perception of what a veteran means. And when played out as an interactive installation – on seven monoliths, no less, in Paternoster Square – it will be incredibly moving. Maybe it’s just me, but I did get a little lost in the cleverness. My problem is I’m listening to Jim tell me his story – a very intimate, engaging story – and I’m invested in him. His voice, his eyes, his hands – but then it’s not Jim’s story, it’s Anna’s. So, OK, I get it – not all veterans are old. But I’m still thinking about Jim.
GAME (3). Clearly not a young man or a gamer, but I did find myself having a little chuckle. Maintains credibility with gamers by using an influencer to take a jab at influencer culture combined with great comedic delivery, shooting in authentic “in bedroom” style (thankfully, no funny business going on). A clever retail campaign that serves up an excessive but ironically enjoyable amount of branding and price messaging.
Read full article on Campaign here.