Work of the Week: 19/09/25
World – BotBoard
Chosen by Ben Conway, Americas reporter
World is a crypto project founded by OpenAI chief executive Sam Altman and Alex Blania, via their company Tools for Humanity. World’s goal is to help distinguish between humans and AI online, doing so with iris (eye-scanning) biometrics that link to a World ID, the World App, and World Chain blockchain.
To promote World ID and its aim to 'make bots easier to spot' online, the brand partnered with the aptly-named Iris Worldwide, and production studio MachineHistories, to create, manufacture and unleash in LA the first-ever fully-synchronised, three-robot billboard. Yes, it walks. Thank goodness it doesn't talk.
It's an ambitious special build clearly with life as a PR campaign following its initial experiential moment on Manhattan Beach – and even has potential future use as a new media offering. Does that settle my nerves about a Sam Altman-shaped future with roaming mechanical ad creatures? No. But it's certainly caught our attention.
Tempo – Taxi
Chosen by Abi Lightfoot, Americas reporter
Essity’s tissue brand, Tempo – a favourite in European markets like Germany, Austria, Switzerland, Netherlands and Italy – has highlighted its enduring yet reassuring presence in people’s lives in this campaign titled ‘Taxi’. Just as a reliable taxi driver is always there in times of need, a Tempo tissue is there to dry tears, clean messes and dry spills, no matter the circumstances.
Shown through the lens of a wordless but empathetic taxi driver, his tender gesture of offering a tissue to his customers is a heartwarming reminder of the importance of human connection and understanding. Building on AMV BBDO’s ‘Ready for Anything’ platform, the campaign, directed by Stefanie Soho through Smuggler, is a welcome reminder to slow down, embrace moments of quiet, and connect with others.
Kids Help Phone – Help
Chosen by Jordan Won Neufeldt, Canada reporter
I’m a self-professed sucker for good craft work, and this film by McCann Canada for youth mental health organisation Kids Help Phone has absolutely earned its place in my heart, both for its outstanding visuals, but also because of the message it sends. The decision to explore the expanding scope of mental health struggles in Canada, alongside the many ways they show up, feels genuinely authentic, yet the execution is innovative and fresh. From artwork coming to life to protect its maker, to pages of writing turning into a wall that hugs, the film, directed by SAUVAGE.TV’s Ernest Desumbila, is utterly compelling, even across its near three-minute runtime.
Of course, this is only bolstered by the cover of The Beatles’ ‘Help!’, brought to life by the team at Grayson Music. Heartfelt, emotional, and driving, it proves the perfect sound to score such a timely piece of work, rounding off another strong entry in the organisation’s ongoing, award-winning ‘Feel Out Loud’ platform.
Dunkin’ – Iconic Home
Chosen by Paul Monan, head of creative excellence
"The power of this idea lies in its simplicity."
It feels like cheating to quote the agency in my write up, but there's not too much more to say.
Tasked with making Dunkin', the ubiquitous to-go chain, an at-home brand, BBH USA launched a stripped back out-of-home and print campaign* that visually plays on the brief. It's a packshot. It's cropped to look like a house. And it's accompanied by two words: ‘at home’. It's a masterclass in 'less-is-more' advertising, set to a variety of gradient skies that's sure to draw the eye in a noisy, cluttered world.
*A campaign in the sense that there are seven different executions, although, in a way, it's the same ad seven times. But that doesn't take away from the understated brilliance of it!
skate. – Drop In
Chosen by Alex Reeves, managing editor, EMEA
I wish I had enough skater lore to draw on to make myself sound really cool while writing about this trailer. But if I’m honest, I’ve seen Spike Jonze’s ‘Yeah Right’ for Girl Skateboards once, and used to catch the odd skate video while flipping between the music channels in the early ‘00s. And from that limited knowledge, I judge this to be pretty rad. Riff Raff directing duo The Sacred Egg, working with Uncommon NY, has channeled everything that’s compelling about skate culture into this film. It’s the vibe that we all want a game like EA’s ‘skate.’ to provide for us. Project it on an exposed concrete wall and put a NOFX album on. I’m there.
McDonald’s Hong Kong – 50th Anniversary
Chosen by Addison Capper, managing editor, Americas
I was not alive in the ‘70s, nor have I ever stepped foot in Hong Kong, but this short film for the 50th anniversary of McDonald's Hong Kong hit me with pangs of nostalgia. It was the spinning straw dispensers that did it for me, but really, the attention to detail across all of its seven-and-a-half minutes is second to none. What a charming idea to celebrate the actual team that swept floors and battled driving rains and anxiety to bring Hong Kong its first dose of Big Macs and milkshakes.
I am also extremely jealous of Hong Kongers that will have a chance to step foot in the restaurant as it was 50 years ago through a full recreation as part of the campaign. Nostalgia is a powerful force, and DDB Hong Kong wielded it deftly here.
South Western Railway – Body Cam Footage Is Evidence
Chosen by Olivia Atkins, EMEA editor
This is such a smart bit of out-of-home from South Western Railway, and it really works in busy station environments. Acting like a public service announcement, the bold creative from St Luke's delivers a simple and clear message: that abusing railway staff – who wear body cams while on shift – won’t be tolerated.
What makes it stand out is the execution – the posters are shot by fashion photographer Gavin Millar, so they’re beautifully lit and composed, which creates a striking contrast with the serious subject matter. It’s eye-catching, well-positioned and gets its point across in seconds – exactly what good OOH should do.
Duolingo – Duo’s Sumo Showdown
Chosen by Laura Swinton Gupta, editor in chief
This latest outing from Duo, the Duolingo owl, is an actual, literal hoot. The giant green spokesowl has become a social media darling, but how would he fare in a country that really takes mascots seriously? The team at UltraSuperNew took him to Japan and set out to prove that Duo really is top of the tree when it comes to brand characters. How did they do this? Why, by creating a sumo tournament and inviting mascots, from video game icons to train company ambassadors, to take part. Obviously.
Dumb fun like this is deceptively smart. Duolingo Japan is leaning heavily into local obsessions to turn its global brand into something that resonates in a really culturally specific way, reaching millions. Bring on the silliness!
Bhima Jewellers – Raas Leela
Chosen by Zara Naseer, EMEA reporter
This campaign, conceptualised by Dentsu Creative Webchutney, is all kinds of dreamy. Spotlighting Bhima Jewellers’ Raas Leela collection, it’s inspired by the divine love story of Radha and Krishna, the eternal Hindu goddess and god of love, whisking viewers away to the holy town of Vrindavan in the twilight.
I was raised on Bollywood, so for me, the beautiful hues and light glinting off the water and jewellery invoked Aishwarya Rai in the moonlight waterfall scene from ‘Devdas’ – but if it was brighter and more saturated. Practically every frame is composed like a painting. I’ve also watched it several times now, and keep picking up on little details in the sound design that immerse me further: the familiar jingle of anklets, her dupatta billowing in the wind, lapping water, friends’ laughter… The jewellery both looks and sounds regal. Surrounded by all those flowers, I bet it smells amazing too. Sensory bliss!
Just Two Girls – Wolf Alice
Chosen by Zhenya Tsenzharyk, UK editor
The new single from Wolf Alice, 'Just Two Girls', is on a subject I know a lot about: the moment you're out with your bestie and the warm pub light illuminates her face just so, and she's saying something incredibly wise except you're not listening because a sense of awe has overtaken while you stare at her face. It's not just me, right?
The video, directed by Stink Films' Colin Solal Cardo, captures that feeling as Wolf Alice's lead singer, Ellie Roswell, and actress Lucy Boynton enjoy a chic night out where the two have eyes only for each other, despite being surrounded by others, pursuing an adventure in a world all of their own. The video's setting and styling are tinged with a luxe '70s aesthetic that complements the sound, while the choreography, by Ryan Heffington, leans into the kind of fun and frivolity that often underscore really great nights out with friends.
Uber Eats – Football is for Food: Bradley’s Mission
Chosen by Jordan Won Neufeldt, Canada reporter
“Football is not a ploy to sell food!” While perhaps that’s what Bradley Cooper believes, as indicated by this spot from Special Group USA on behalf of Uber Eats, that may not actually be the case.
In this fun followup to the Matthew McConaughey-led Super Bowl spot, ‘Football is for Food’, we see the Eagles fan sitting in a boardroom full of NFL executives, desperately trying to rationalise that his team won the championship not to sell wings, but because they’re actually… good? While I personally believe there may be some merit to this theory, and that indeed, the team did play well that night in February, I also can’t help but agree that football absolutely is for food. The appeal of any game night? Stuffing your face with nachos, spicy wings, or really anything delicious.
Whether or not you agree with this… well, I’ll leave that up to you. But, one way or another, it’s a hilarious and clever continuation of the brand’s platform, and successfully, I’ll admit, makes my stomach rumble.
F&F - Style It Out
Chosen by Tess Connery-Britten, news and features editor AUNZ
I dream of making all my minor life disasters this chic.
F&F is stepping away from supermarket fashion clichés in its latest 'Style It Out' campaign, created by BBH London. Building on the momentum of the initial launch earlier this year, the campaigns showcases the brand's Autumn/Winter collection.
Whether it's a dodgy elevator door or a leaking ceiling, the spots – directed by photographer and Emmy-winning filmmaker Alex Prager – show that any moment can be handled with grace and style.
When going for aspirational, it's easy to reach for imagery of people sipping from coconuts on the beach or partaking in some other luxurious activity. It's a whole other thing to bring aspiration and luxury to the reality of dealing with a broken down car.
Now, if you'll excuse me, I'm off to pretend I belong in one of these ads while mopping the floor.
