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Last Monday, the Adweek TV and Video teams braved the frigid Times Square conditions to show passersby the first few seconds from a number of Super Bowl ads and asked them to guess which brands were in the ads. The results were not great. So we gave it another shot, braving the slightly-less-frigid Columbus Circle…

Investigating the factors that separate and unite our cultures can point the way towards new opportunities for creativity and growth, writes Pablo Walker, the Chilean president of McCann Worldgroup Europe.

As UK brands try to woo Chinese consumers in the Year of the Dog, how will they gain cut-through without causing offence?

Film
Nike

Endlessly enterprising and fiercely competitive, young Londoners shape sport and culture in the metropolis around them. In Nike’s “Nothing Beats a Londoner”, created by Wieden+Kennedy London, these hungry, resourceful and confident youngsters take us on a whistle-stop tour of their city – with the help of cameos from some of the Londoners they look up to, even as they strive to one-up them with their own sporting achievements.

Advertising Agency:Wieden+Kennedy, London, United Kingdom
Creative Directors:Paddy Treacy, Mark Shanley
Creatives:Tom Corcoran, Tom Bender
Executive Creative Directors:Tony Davidson, Iain Tait
Group Account Director:Ryan Fisher
Account Director:Sophy Woltman
Account Manager:Holly Baker-Cliff
Planning Director:Paula Bloodworth
Head Of Production:James Guy
Executive Producer:James Guy, Matthew Fone
Tv Producer:Michelle Brough
Tv Production Assistant:Rose Fairley
Production Company:Riff Raff
Director:Megaforce, Finn Keegan
Line Producer:Nick Goldsmith
DoP:Nicolas Loir, Julian Baschieri, Finn Keegan
Editorial Company:Final Cut
Editor:Joe Guest
Vfx Company:Time Based Arts, Time Based Arts
Vfx Supervisor:Francois Roisin, Sheldon Gardner, James Allen
Telecine Artist:Simone Grattarola
Sound Company:750mph
Sound Designer:Sam Ashwell
Producer:Mary-Ann D’Cruz, Ash Lockmun
Music Supervisor:John Connon
Music Company:Mr Pape
Social Creative:Joe Bruce
Social Producer:Tom Dean
Social Production Assistant:Jasper Ford

From giant chubby hearts to a Powerpuff skate park, how brands have embraced this season’s #LFW18 live offering.

Direct Marketing
Angfa

Introducing THE WASHABLE BOOK, the world’s first picture story book that teaches the importance of hand-washing, while washing the pages. As the children wash the hands of the characters on each page, the colors of the illustrations are revealed with a special printing technology. At the same time they learn through the act of washing their hands that germ-free hands are key to a healthy future. All children have wishes for their future. However, in developing countries, 6000 children die every day from infectious diseases such as pneumonia, diarrhea and malaria which are transmitted via dirty hands. Angfa, a Japanese soap company wanted to teach them the importance of hand-washing to protect their lives and their future. Since its launch, the story of the WASHABLE BOOK spread through numerous media with over 1.5 billion impressions and increased sales of Angfa’s soap by 1730%. But most importantly, it’s changing children’s lives and making their wishes all the more real.

Advertising Agency:McCann Health, Japan
Executive Creative Director:Sean Riley
Japan & North Asia:Sean Riley
Group Creative Director:Shunsuke Kakinami
Art Directors:Hisashi Matsui, Noriaki Tanimura (Design & Illustration)
Copywriter:Mai Kaneda
Account Director:Shinichiro Oku
Contents Producer:Shinichiro Oku

Media
ASPIRA

According to the World Health Organization, each minute, 683 people in the world become infected with an STD. Sadly, many of them die. To raise awareness during Valentine’s week about this alarming fact, we used the international symbol of mourning of lowering the flag at half staff and created a mobile pole that lowered the flag at half staff automatically every minute.

Advertising Agency:McCann, Puerto Rico
Creative Director:Nanel Rodríguez
Art Director:Gerardo Figueroa
Copywriters:Luis Romero, Yariely Rodríguez
Photographer:David Arguello
Additional Credits:María Eugenia Madrid, Adalexis Ríos

Film
BMW

BMW Motorrad’s short content film, ‘The Someday Ride’ follows two siblings on an exhilarating journey as they embark on the road trip of their dreams.

Creatively devised by M&C Saatchi and directed by Ben Perry, the rousing film aims to broaden what it means to be a motorcycle owner by engaging a new audience. Ben, who was involved early on in the film’s creation, subverted traditional motorcycle advertising with a cast of young, ethnically diverse characters.

The adventure spans an expansive array of landscapes and, being shot over four days, required extensive preproduction and precise scheduling to capture the range of locations. This involved shooting without artificial lighting and planning scenes according to sunlight hours.

Advertising Agency:M&C Saatchi, Netherlands
Production Company:Armoury
Director:Ben Perry

Print
Hypo

Women are increasingly questioning the traditional roles that have been assigned to them in the society, but on the other hand, there are still some things that are considered a taboo for men.

Our Pure love challenge attempts to question one of those “taboos”. By challenging men to wash the under garments of their lovers during the valentine season, we further deepen Hypo’s narrative as a brand that keeps questioning conventions.

Spread love beyond the bedroom

Advertising Agency:Noah’s Ark Communications, Lagos, Nigeria
Chief Creative Officer:Lanre Adisa
Executive Creative Director:Abolaji Alausa
Creative Directors:Maurice Ugwonoh, Yemi Arawore
Art Directors:Aladeniji Olumaiye, Sheu Sodiq
Copywriters:Kunle Omope, OnyeKachi Uju Sarah
Account Executives:Emmanuella Nnadozie, Maria Omole, Anita Erhirhe
Digital Executives:Yomi Alake, Catherine Ogwuru
Photographer:Underdog Productions
Production House:Underdog Productions