Five campaigns of the week picked by the editor, well, me.
PS5 LAUNCH by Sony & Red Consultancy
Sony’s iconic PlayStation shapes take over London Tube station for UK PS5 launch.
Sony has taken over Oxford Circus Tube station in London to mark the launch of the PS5 in the UK. The marketing stunt will last for 48 hours at Oxford Circus, and sees the Tube station rebranded with PlayStation shapes throughout.
A THING CALLED HOPE by The Children’s Society & BMB
The campaign announces The Children’s Society’s new brand positioning ‘fighting for hope’ in vulnerable young people and dramatises the work they do to keep hope alive when it is at greatest risk. ‘A thing called hope’ tells the story of hope in crisis as we follow Reece, a loving brother and son who is recruited unwillingly into ‘county lines’ drug trafficking. Reece’s hope is represented as a ‘hope meter’, fluctuating with the challenges of his young life and restored by a caseworker from The Children’s Society. (The Drum)
LONG LIVE LITTLE BRATS by The Montreal Children’s Hospital Foundation & Cossette
Long Live Little Brats is a campaign by Cossette for the Montreal Children’s Hospital Foundation, in support of the Foundation’s first major solo fundraiser in 28 years. With a goal of raising $200 million by 2026, this is the most ambitious pediatric campaign in Quebec’s history. As the province is a very competitive market for children’s charities, the difficult task was to break through the volume and attract donors.
The centrepiece of the campaign is a long-form film that tells the story of one such little brat backed by a powerful cover version of the punk anthem I Fought the Law by The Clash, which echoes the little girl’s unapologetically wild and mischievous nature.
XMESS by Plenty & AMV BBDO
Plenty, the household towel brand, is embracing mess this year with a campaign that bucks the conventions of festive advertising and gives us a story of Christmas love as it really is, mess and all.
The first work for the brand from Plenty’s new agency, AMV BBDO, the ‘Xmess’ film is set to the track ‘Love Hurts’ by Nazareth, and is directed by award-winning and Emmy-nominated director, Steve Rogers.
This campaign not only shows a more honest version of love at Christmas, but it also sets a new course for the brand and for the entire category.
FINDING THE WORDS WITH JOE MARLER by CALM & Recipe
It can be hard to tell someone you’re struggling. Sometimes what you mean gets lost in between the lines. No matter who you are, CALM can help you find the words.
International rugby player and CALM ambassador, Joe Marler, has teamed up with CALM to make a short film with an important message. It’s not always easy to tell your friends or family when you’re struggling, and with 84% of men admitting to bottling up their emotions, Joe’s got something to help you find the words – it might need a second look.
It can be tricky to make sense of our emotions, especially when you’re struggling, but CALM has got your back. Our helpline and webchat service is open every day from 5pm until midnight. No matter what you’re going through, our trained helpline staff offer free, confidential advice.
Featured image by Mike Petrucci on Unsplash
