Work of the Week: 27/02/26
Foot Locker UK – Share the Moment
Chosen by Zara Naseer, writer, editorial strategy
‘Share the Moment’ makes Foot Locker the first major UK sneaker and sportswear retailer to launch a dedicated Ramadan campaign. Created and produced by the Muslim-led FutureCultureX, it nails that ‘by the community, for the community’ feeling: instead of actors or ambassadors, it stars everyday Muslims; the product integration makes sense (the shoes at the doorway shots are so smart); and the lens feels celebratory yet chill, not at all voyeuristic. That’s why it’s being met with love on socials, despite no paid push.
It’s particularly notable that such a big brand is willing to show up like this for the millions of Muslims in the UK, at a time when such immigrant-led communities are being scapegoated by those profiting off of division. Warmed my cold heart.
Red Rooster – Australia, The Rooster’s Calling
Chosen by Ben Conway, Americas reporter
Even from an outsider's perspective, it seems that fast food chain Red Rooster and agency Leo Australia have nailed their goal with this campaign: to remind consumers that Red Rooster is THE Australian chicken shop.
The slice-of-life hero film, directed by Division's Riley Blakeway, reels through a characterful variety of sub-cultures and communities, focusing less on the product and brand itself, and more on the position it occupies in the suburban and regional heartlands of Australia.
The colourful montage of Aussie suburbia has a retro look and deep sense of authenticity, aided by street casting, a soundtrack from Western Sydney artists 3NDLES5 and Crazymike, and a voiceover by local rapper Zion Garcia.
To see if it truly resonates... We'll have to wait and see.
Lenovo – Not Just Another Day
Chosen by Anthony Gasowski, editorial assistant
Skateboarding and AI share two things in common: they each have a lot of creative potential and they both require trial and error – lots of it. Superheroes saw this opportunity to blend the experimentality of the two together to promote the latest Lenovo Yoga x AMD.
The trial and error aspect of this street sport is beautifully portrayed with the help of generative VFX that was made on this new device. The adrenaline of grinding on the hood of an exploding car; the pain of falling and losing all of your gold coins; the joy of learning that new trick, achieving a new high score, and having winged mushrooms give you a high five.
This isn’t just a laptop ad. This is an ad that showcases the creative potential we now have to shape our daily lives thanks to the bold, ambitious masterminds that aspire to innovate. The campaign name itself reminds us that we’re inching closer towards a new revolutionising technological age each day and there’s no going back.
Channel 4 – The Fountain of Filth
Chosen by Sunna Coleman, reporter, Asia
A ten-metre-wide fountain in the heart of London sounds like it should be a lovely spectacle. Well, this installation by 4Creative in partnership with Glue Society and Biscuit Filmworks certainly is. You see, the water spouting from this fountain comes from the mouths of several vomiting statues.
Created to promote Channel 4's factual drama, 'Dirty Business', The Fountain of Filth features 3D-scanned figures of real men, women and children standing with hands on knees, spewing murky brown water. Designed to depict the heartbreaking impact of Britain's sewage scandal, the fountain directs visitors to discover the sickening truth through a QR code on its plaque, where they can hear first-hand stories from those made ill by exposure to polluted waterways.
Supported by a wider marketing push, including ad vans visiting water company headquarters with messages like ‘Get Ready for Your Close Up’, the campaign is brilliantly provocative, calling out the failings of the country's water companies and urging us to notice what’s happening in our rivers and seas.
Loods 5 – Showroom on Ice
Chosen by Paul Monan, head of creative excellence
For anyone paying attention to the Winter Olympics, you may have noticed that the Dutch are supremely good at ice skating. Of course that is the ultimate, elite end of the scale. Whereas this work from furniture retailer Loods 5 and Ogilvy Amsterdam sticks to skating whilst tapping into a local insight at the opposite end of the scale: the beginners.
For centuries, the Dutch have used chairs to learn how to ice skate. Showroom on Ice gives this tradition a twist, taking over the iconic Schaatsbaan Musuemplain and turning it into an immersive, interactive shopfloor. Out with the old (chairs), in with the new as Loods 5 plonked some of their own range, alongside brands they carry, onto the ice rink.
Aside from being a smart piece of PR - which from the resulting metrics looked to be a huge success - it gave the skaters a chance to check out the chairs, find inspiration and even make a purchase, whilst still on skates, via a QR code. A tradition modernised, delivering an uptick in sales of 30%. This is work that worked.
TK Maxx – Every Day Can Be Iconic With a TK Maxx Deal
Chosen by Tará McKerr, Americas reporter
A cat with a red loafer on its head becomes a style icon in Andreas Nilsson’s film for TK Maxx with Wieden+Kennedy London. It’s a bizarre concept that scrumptiously parodies the outrageousness of the high fashion world. It's a truly heartening watch with moments certain to bring to ignite a smile. Whether that be the cat signing its signature, shaking hands, or riding in the back of a limo.
Cat lover or not, this little guy(?) is cute as hell, and it makes sense that people would want to follow him to the edges of the earth… or to Fashion Week. Humour aside, the camera work is a perfect servant to the narrative and the colour grade fits like a glove.
OMODA – Everything is Essential
Chosen by Zhenya Tsenzharyk, managing editor
Just last week I lamented the lack of (real) cats in ads. Dogs, we see every week and my colleague Abi Lightfoot ensures that every one gets the attention it deserves. This week, I finally got what I wished for and then some thanks to Uncommon Studio's standout spot for one of OMODA 7's key features.
Starring 14 actual, live, furry, purring, adorable cats, the spot illustrates the car's noise-reducing glass, taking a pleasingly metaphorical approach to the task. One shot sees a cat slide down the windshield – I've replayed it dozens of times. Two other spots complete the campaign and feature thousands of real flowers and tonnes of water, everything done mechanically in-camera and with organic materials while the car stays static. For a category that too often feels staid and stale while relying heavily on CGI, it's obvious that these spots are searching for a new language, fusing creativity with effectiveness.
I also hope this campaign inspires more ad-makers to be brave and place more felines in front of the camera.
Olaplex – Science Never Looked Soo Good
Chosen by Tará McKerr, Americas reporter
Bond repair is really having a moment in the sun. We’re more obsessed than ever with products that actually work, so add a bit of science, and the deal is sure to sweeten. From Mother, this spot features SNL’s Chloe Fineman swooning over the science of Olaplex’s bond repair product. There’s a lot about this spot that works. We see a lot of celebs trying to flog the wares of brands. Sometimes, that involves the ghost of an idea being carried by a name. So when a celeb is brought in to amplify the creative, there’s a sigh of relief.
This isn’t the first ad to lean on science, or cheek, but the shots look great – some are weirdly reminiscent of recent additions to the body horror genre – and the set design is something you want to step inside.
Dutch State Lottery – 300 Years
Chosen by Addison Capper, managing editor, Americas
This feels old-school in the best possible way. Large-scale set builds, extensive extras and rigorous historical research all come together to support the strong storytelling and craft at the heart of this three-century-spanning spot for the Dutch State Lottery. “We wanted to tell a story that feels like an adventure rather than a history lesson,” said Dennis Baars, executive creative director at TBWA\NEBOKO, who worked on the campaign alongside director Matthijs van Heijningen. The spot, to me at least, delivers on that ambition. Be sure to click through to the main story to check out the behind the scenes.
Philadelphia – Really Philly Good
Chosen by Abi Lightfoot, Americas reporter
For a brand steeped in heritage and stocked in the fridges of more than 130 million US households, it took me by surprise that it was only this week that we were introduced to its first ever brand mascot, Phillyboy. Created by Johannes Leonardo, the agency introduced a new brand platform ‘Really Philly Good’ alongside the cowboy-style, singalong character.
Swapping the traditional horse for a cow, Phillyboy brings the brand’s dairy heritage to life, his decades-long history documented through a toe tap-inducing Western inspired song, as we witness him journeying from house to house “spreading creamy goodness”. It’s a silly song showcasing a serious mission: that food can become ‘Really Philly Good’ with the addition of some cream cheese. It’s a mission I can get behind, despite being lactose intolerant…
The Vienna Tourist Board – Vienna Bites
Chosen by Scarlett Sherriff, EMEA reporter
Visitors to Austria’s capital can’t expect to frolic in the Mediterranean Sea, nor can they guarantee sunny terrace weather. What they might discover instead is a very different Europe - something colder, more inland. A bit more vampire. And the Vienna Tourist Board is rightly proud.
Its latest work is a three-minute short film by agency seite zwei that celebrates Viennese cuisine, coffee and cake, art and history, all with a nod to eighteenth-century vampires. Directed by Bianca Poletti, with enchanting music by Morgan Kibby, who has worked with Lady Gaga and Harry Styles, it is a feast as mysterious and delectable as the city itself.
Dove – R/eal Reviews
Chosen by Laura Swinton Gupta, editor-in-chief
Dove’s latest ‘Real Beauty’ outing, from DAVID London, is a solid demonstration of what brand purpose is all about. Over the years they’ve tackled important social issues facing women and girls related to self esteem, but brand purpose isn’t just about big social good campaigns, it should run through everything a brand does. Here, they’re making the case for the brand’s Intensive Repair 10-in-1 Serum Mask in a straight-up product campaign.
So confident are the Dove team in the hair mask’s quality that they went online to find the most brutally honest haircare community: Reddit. In ‘R/eal Reviews’ they found both positive and negative reviews of the product and shared them in an OOH installation. It’s not just a show of confidence but a display of growing social smarts among Unilever marketing teams. Reddit is a different kind of beast to TikTok and Instagram, but its user base is growing and it fosters the kind of deep and nerdy discussions about niche topics that can be gold dust for marketers. And, at a time when trust in brands is coming sharply into focus, the focus on honesty over praise is shrewd step.
First Amendment Troop – ResistDance
Chosen by Olivia Atkins, EMEA news editor
hungryman's Bryan Buckley uses choreography not as spectacle, but as protest in this project in collaboration with The First Amendment Troop. The piece is a live performance-turned-visceral intervention, taking place at the Lincoln Memorial, making a statement of resistance in today's highly politicised climate. With the movement feeling urgent and embodied, the dancers turn grief into defiance in just 90 seconds. I love how the spot reminds us of the transformative power of performance, its ability to cut through noise, empower individuals and reclaim public space through artistry and nerve, without saying a single word.
