Work of the Week: 17/10/25
Asahi Super Dry - Seek What Is Unique
Chosen by Alex Reeves, managing editor, EMEA
I do not speak Japanese. But as soon as I heard that Asahi Super Dry’s crisp taste is described as ‘karakuchi’, I think I understood what it means. And this global campaign -- the first from the Havas Creative Network since winning the account -- illustrates the spirit of the beer brand with panache. The 90-second hero film, directed by Alaska through Iconoclast, follows two friends on a nocturnal journey through Tokyo that ends with a singing puffer fish. Shot authentically on location with local production service company Nakama, it captures a hyperreal adventure in one of the most enchanting cities in the world, somehow capturing the vibe of the place while departing from reality in creative new ways. It’s capital-A Advertising -- big, premium and exciting. I hope everyone involved is proud of what they’ve made.
Come Clean - Nuclear Facials
Chosen by Laura Swinton Gupta, editor-in-chief
This stunt set out to prove that nuclear energy is so clean that the water emitted from cooling towers can be used to make your skin glow, without making it glow in the dark. In September, an unusual new player in the skin care category set up a spa at Houston’s Make Up Show, offering attendees an innovative new kind of facial. Nuclear energy advocacy group Come Clean teamed up with Droga5, part of Accenture Song, to draw an argument by connecting clean air, nuclear energy and skin health. Wherever you stand on nuclear energy, there’s not denying it’s one of those ‘wait - what?!’ ideas that gets bonus points for audacity -- and in this skincare obsessed age, you can’t go too far wrong by appealing to our vanity.
BURBERRY - It’s Always Burberry Weather: Postcards from London
Chosen by Olivia Atkins, EMEA Editor
There’s something quietly magical about Burberry’s 'It’s Always Burberry Weather: Postcards' from London. Each vignette feels like an ode to Britain — they're whimsical, cinematic, and steeped in charm, playing into all the fantasies non-Brits love to romanticise about London life. Magna director John Madden roots the campaign in nostalgia, while Olivia Colman, in all her national treasure glory, embodies the eccentricities and heart of Londoners with effortless wit and expertly styled no less. These shorts unfold like postcards come to life — snapshots of fish and chips, humour, and heritage — celebrating Burberry’s craftsmanship and London’s enduring character. It’s a love letter not just to outerwear, but to the city itself: imperfect, poetic, and unmistakably British.
Dove - #ChangeTheCompliment
Chosen by Zara Naseer, EMEA reporter
One thing I’ve noticed since the birth of my niece is how often people focus on her looks – her eyelashes, her curls, her dimples. I’ve found myself hoping that they don’t continue to dominate the conversation once she’s old enough to understand it. I would hate for her to think they’re what determine her value.
This thinking isn’t new. I read about the kind of reinforcement young girls receive versus young boys back when I was a high schooler on feminist Tumblr; but it’s a tricky nuance of society that still persists today.
I do believe that a brand like Dove has the cultural power to bring that talking point into the mainstream, which is why I’ve elected to write about its #ChangeTheCompliment International Day of The Girl campaign, developed by Zulu Alpha Kilo and directed by Haya Waseem through Object & Animal, for this edition of Work of the Week. Spreading the message to 25 countries across five continents, it actually feels authentic coming from Dove’s mouth – it’s been championing these same values for as long as I can remember. Classic, reliable Dove.
Tim Tam - Down Under’s Favourite Biscuits
Chosen by Paul Monan, head of creative excellence
Every Thursday morning, the LBB crew meets to pore over the work that came out in the previous seven days. It’s how we curate this feature: Work of the Week.
Last week, the crew was reviewing the longlist. There was a project from Down Under and it threw up some questions. It caused confusion. It wasn't going to make the final list. As the discussion moved on, I suggested, in jest, that maybe if we watched it upside down we might understand it a little better.
So I couldn’t help but crack a smile when I saw Insiders' new UK campaign for Aussie chocolate biscuit Tim Tam this week. Billboards, upside down. As simple as that. Agencies, if you're looking for a creative genius -- hit me up!
RONA - Build It Right
Chosen by Jordan Won Neufeldt, Canada reporter
I’ll be the first to admit that I’m not a particularly massive fan of hockey, but that in no way, shape or form has stopped me from adoring this work. The fact of the matter is, the insight is so quintessentially Canadian (who hasn’t inflicted damage to a house playing pickup hockey, or at least been to a friend’s house showing signs of exactly this?), that you simply can’t fathom a world where this doesn’t cut through and achieve resonance from coast to coast.
The craft is also magnificent, brought to life by Spy Films director Greg Hackett. Shot on rare KODAK film stock, this decision adds a special kind of aesthetic magic to the 60-seconds of hockey-induced household destruction, only further amped up by Nazareth’s iconic 'Love Hurts'. Funny, heartfelt, visually-striking, and tasteful in the decision to not put the brand front in centre, but rather imply its value for so many with young hockey players, the work really has so much going for it. Well done, Courage, again.
Bell - Connection Is Everything
Chosen by Ben Conway, Americas reporter
It seems human connectivity is something that ISPs around the world are rallying around in their marketing -- and now Bell in Canada is the latest to put humanity first. In fact, it's even putting humanity into its name, with the visual of two people replacing the two ‘L’s in its logo. Developed by Zulu Alpha Kilo, the 360-degree launch campaign for the new platform includes films directed by Soft Citizen’s Vincent Haycock, featuring uplifting stories of bonds between people. The light piano music is an excellent fit, and the decision to forgo a voiceover is a very welcome show of creative restraint from both the creative teams and the brand. Though I’m not sure it quite hits the emotional heights that the subject offers, the films do have a spontaneous charm and candour that made me smile at the albeit platitudinous tagline. Connection kind of is everything, I suppose?
The Ordinary - The Periodic Fable
Chosen by Zhenya Tsenzharyk, UK editor
The beauty industry is full of jargon. Worse, however, are the empty words slapped on jars promising to reverse or prevent ageing by way of rose stem cells or some other nonsense. When the skincare brand The Ordinary launched in 2016, it promised to do none of those things and stick to science and science only. It's a position the company hasn't wavered from since, including in the face of fads and trends like 'clean' skincare. With the help of Uncommon, The Ordinary is doubling-down on the stance and commitment to science with 'The Periodic Fable' campaign that sees the elements replaced with unsubstantiated buzzwords other brands liberally use.
And it's based on a worrying insight: more than half (51%) of UK skincare shoppers are more likely to trust a product described as ‘luxury’, and one in 10 of their `US counterparts would splash out a hefty $75 more on a product that has ‘rare ingredients’. The hero film, produced by Smuggler, is a dystopian vision of beauty taken to an extreme as a class of students is mesmerised, recreating skincare viral trends. The film ends on a bold message: everything consumers have been taught about beauty is based on fables and it's time to make decisions informed by science. The OOH is equally punchy. White backgrounds and bold lettering formatted like the periodic table, debunking common beauty buzzwords and their seductively false claims.
Apple - The Underdogs: BSOD (Blue Screen of Death)
Chosen by Tará McKerr, Americas reporter
The Underdogs are back. This isn’t the first time the beloved entrepreneurs have graced our screens, and it seems because of their initial popularity and high-esteem, the latest spot is being held a greater standard. At least in our editorial council room this week. It’s a funny condition to consider – the fact that continuations are held to the standard of their predecessor, despite part of the marvel of the former being tied to its newness. Something impossible to create in continuations. Despite this, I think the work holds its own. It's funny and comforting, familiar enough while being creative and new. It’s true that we may never meet The Underdogs with the wide eyes and wider grins we did initially, but there’s something to be said for a bit of permanence; stories and lives that continue beyond a 30-second shot.
Kathmandu - Outside, Your Comfort Zone
Chosen by Tess Connery-Britten, news and features editor AUNZ
Most ads for camping and outdoor gear are a whirlwind of action and adventure. It’s a category trope for a reason: there is a lot going on out there in the world – but there are just as many beautiful, quiet moments. That’s what Motion Sickness tapped into for Kathmandu’s ‘Outside, Your Comfort Zone’.
To give the films a distinctive, tactile quality, it scanned digital footage onto 35mm film, and went to the effort of creating bespoke soundscapes for each scene. Shot throughout New Zealand’s Coromandel Peninsula with local talent, the connection they have with the landscape around them really shines through.
It’s attention-grabbing yet gentle, and has this night-owl wanting to get up pre-dawn to catch a sunrise. And any line that makes me do a double take like ‘Outside, Your Comfort Zone’ did is one I’ll stay thinking about, long after I’ve seen the spot. A clever insight brought to life in a beautifully crafted way: This work is right inside our comfort zone.
