Work of the Week: 14/08/26
Confused.com - Feels like...
Chosen by Sunna Coleman, reporter, Asia
In a comical take on popular British phrases, Confused.com portrays just how good it feels to use its service. We see handcrafted animal puppets interpret popular sayings in very literal ways as live-action film of a man having "just used Confused" cuts away to another world...
In 'Laughing 'til the Cow Comes Home', a pig and his sheep companion have no care in the world as they cackle on the sofa. That is, until a very grumpy cow in a tie and suit jacket walks in and starts berating them.
In 'The Early Bird That Got the Worm', a very smug blue tit swans off in slow motion with a worried worm tucked into its bag. The other birds are left in its dust, wormless.
Finally, in 'The Cat That Got the Cream', we follow a feline on its weekly shop as it stumbles across a very exciting bottle of cream - but not just any cream, DOUBLE cream. That's more like it.
Jaffa Cakes – Full Moon, Half Moon, Solar Eclipse
Chosen by Cathy Meyer-Funnell, reporter, EMEA
To mark a potentially once in a generation event, adam&eve\TBWA took us back to a once in a generation advert. Wednesday’s solar eclipse presented an opportunity that was just too tempting, a chance to bring back the infamous spot featuring a teacher educating her students about the moon with the aid of some particularly moreish Jaffa Cakes. The original ad was created by Publicis London, with adam&eve\TBWA paying a fitting and clever tribute with their OOH - never directly referencing the TV ad but inviting the public to transport themselves back there. The combination of nostalgia, childlike wonder, and a tasty snack is an instant winner, and it’s only another few decades until the next one!
Arena Club – The Chase
Chosen by Ben Conway, reporter, Americas
Orchard’s latest for trading card marketplace Arena Club is a thrilling chase sequence starring some sporting legends. Directed by Fleur Fortuné via Iconoclast, the chaotic sprint begins with a rabid collector spotting baseball icon Derek Jeter. Pandemonium ensues as the collector hunts the former Yankee through various streets, back alleys and businesses, bumping into Joe Burrow and Giannis Antetokounmpo along the way – as well as another fanatic in hot pursuit.
It’s an exhilarating 90-seconds that captivates with a pace and visuals that invoke cinematic titles like ‘Marty Supreme’. And the intensity provides an excellent visual metaphor for the passionate search that many collectors partake in to find the trading cards they admire most.
Specsavers – The Testlist
Chosen by Laura Swinton Gupta, editor-in-chief
Calling all cheesy quavers! Years of thumping bass and sharp stabbing synth has done a number on Gen X’s hearing and so Specsaver has teamed up with '90s house music giants Groove Armada to encourage the over 50's to get their ears tested. 'The Testlist' campaign rewards people who take an online screener test with access to live music events across the UK and Ireland, including the chance to attend an intimate DJ set from the duo, both of whom have experience of hearing issues. The campaign rolls out with an online film, TVC, in-store signage, radio, OOH, events and social, so it’s a big push for Specsavers to reach people who may be experiencing age-related hearing issues but don’t particularly see themselves as ‘old’. Golin Ketchum, Specsavers’ in-house agency, Manning Gotlieb and Tangerine have created a smarter marketing approach to aging by eschewing outdated stereotypes in favour of genuine cultural insight.
Foot Locker – It Always Will Be Foot Locker
Chosen by Olivia Atkins, EMEA Craft Editor
Kim Gehrig returns to her directing best in this new Foot Locker campaign through SOMESUCH and agency Someplace, using razor-sharp edits and tight vignettes to tell the story of the brand's enduring cultural relevance. Spanning two minutes, the spot charts Foot Locker's history and colour evolution, recalling how its presence on the streets, on the courts, and on our screens made it a beloved staple for sports stars and trendsetters the world over. Narrated by Method Man, who brings hip-hop credibility to the piece, and backed by a pulse-pounding soundtrack, the film stylishly and nostalgically cements Foot Locker's lasting influence on sneaker culture over the past five decades.
HEINZ – Love Lid
Chosen by Jordan Won Neufeldt, Canada reporter
Recently, I was fortunate enough to visit a friend’s cottage. It was truly a lovely time – best weekend of the summer – but unfortunately, on the Saturday night when we made burgers, I squeezed the ketchup bottle and got way too much. It went everywhere! Talk about a damper on the weekend (#firstworldproblems).
The thing is, if we’d been graced by this innovation from HEINZ and Wieden+Kennedy London just a little bit earlier, all would have been right in the world. The whole concept of rolling out a bottle lid with multiple settings (‘Like’, ‘Love’ and ‘Crazy Love’) to determine ketchup stream size and strength is brilliant. It works for the people who want a controlled trickle, and for the aficionados who want a real dousing. Talk about fun, timely and clever concepting!
Flipkart – British Raj
Chosen by Zara Góralczyk, writer, editorial strategy
Seventy nine years on from British Raj, India is looting it back… kind of. Flipkart is celebrating the nation’s upcoming independence day with its signature brand of absurd humour, sending customers on a hunt to extract value from a British Raj, if not the British Raj.
To clarify, the brand has been leaving discount codes under the Instagram posts of UK men named Raj – a ridiculous sales mechanic created by 22feet, part of Omnicom Advertising India. Unique, cheeky, and memorable, it’s certainly a way to stand out during one of the country’s busiest shopping seasons. Let the long overdue hunt commence!
HEINZ – It's Not a Hot Dog Without HEINZ
Chosen by Abi Lightfoot, reporter, Americas
In July, sculptors Jen Catron and Paul Outlaw‘s giant ‘Hot Dog in the City’ monument returned to Times Square as part of America’s 250th anniversary celebrations. Titled, ‘Hot Dog: The Second Serving’, condiment brand HEINZ knew that it could not miss out on the party, and through ingeniously placed out of home, drizzled ketchup on the 65-foot long snack.
The out of home trickery was pulled off thanks to a collaboration between Rethink New York, and artists Jen and Paul, playfully reminding passers-by that no hot dog is complete without HEINZ!
MANORS – The United Kingdom of Golf
Chosen by Scarlett Sherriff, reporter, EMEA
Golfing is something that I have always associated with middle class men of a certain type. Perhaps they sport red trousers and like a cigar, or like Donald Trump they are a fan of gold taps. So, when golfing brand MANORS created an ad directed at a younger, more stylish generation, it was refreshing to see – even though I will never harbour a desire to play the sport myself.
Created by Stink Studios and directed by Dan French, the film has a tongue-in-cheek approach to British identity and a play on the hurdles that might stop a British golfer – from the weather to a flock of sheep, or the perils of a packed bus. And the final outcome is that the intergenerational cast of the ad overcome the final hurdle: stuffiness. Even non golfers will be left raising a toast to the United Kingdom of Golf.
K18 – Tumblehair
Chosen by Zhenya Tsenzharyk, managing editor, editorial strategy
Many of my colleagues were horrified by the sight of a giant hair ball making its way through the streets of New York. To me, on the other hand, it felt like a relatable experience due the tonnes of strands I shed with every brush. Created by Uncommon Creative Studio for premium haircare brand K18 and its new launch, FutureIQ™ longevity serum, the 10ft ball was crafted from real hair to represent all the hair people lose to shedding. A spectacle of epic proportions, the ‘narrative object’, as Uncommon is referring to it, connotes the whole launch in one powerful, gross statement – I’m ready to click ‘add to basket’ right after I finish writing this.
Rumble – Rebrand
Chosen by Tom Loudon, AUNZ reporter
Rumble’s new brand identity puts storytelling front and centre: exactly where it belongs in sound design.
The Australian boutique music and sound studio developed the identity over nine months with indie Bear Meets Eagle On Fire -- and both put just as much care into the branding as they would a big brand's project.
The centrepiece is a modular logo system, allowing the wordmark to change with each application by alternating four different stories for each letter of RUMBLE, yielding thousands of possible outcomes.
The identity extends across a website overhaul, signage, and a series of illustrated stories created with artist Adrian Tomine, each offering a slice of a different emotional register: comedy, suspense, intrigue, action, desire.
The versatility of the system allows Rumble to deploy a version of its logo tailored to a specific project's emotional tone, while maintaining consistent visual recognition.
It's a clever piece of identity design that practices what Rumble preaches. By turning the brand into a flexible system rather than a static mark, Bear Meets Eagle On Fire has created something that feels alive and responsive, demonstrating Rumble’s narrative range without even playing a note.
Lidl– 'Lunchbox Flex'
Chosen by Paul Monan, head of creative excellence
In 2024, The New York Times dubbed Kabin Crew's The Spark the 'song of the summer'. It was a viral phenomenon, racking up millions of views for a youth collective borne out of a non-profit in Cork, Ireland. With a proven track record of cutting through and capturing attention, the group have now been tapped by Lidl Ireland and Droga5 Dublin to inspire kids across the country to eat their greens.
Getting young ones to eat more fruit and veg is a tale as old as time. Tesco and BBH recently took on the mantle in the UK, with Lidl now launching 'Lidl Foodies' in Ireland give children a 'vegucation' in healthy eating. The result of the collab is 'Lidl Lunchbox Flex', an original song and music video created with Kabin Crew.
Eschewing the traditional educational campaign tropes, the campaign is a bold, upbeat and engaging way for youngsters to learn more about fruit and vegetables. It oozes positivity and creativity, feeling like a genuinely authentic partnership that should inspire children across Ireland to engage with healthier eating habits.
