Creative Works featuring Leo Burnett, Layer, BETC Paris, Wieden+Kennedy and more

Agency Leo Burnett London has created a new ad for McDonald’s that will run on TV and cinema until 30 August across the UK.

The 30 and 40-second spots aim to drive brand affinity with parents by reminding them of the shared pleasure a trip to McDonald’s can bring.

This ad shows a variety of happy family scenes in which children are dancing – in the rain, in the car, at home, in shops, on a football pitch… set to an upbeat soundtrack.

Emily Somers. vice president, marketing and dood development at McDonald’s UK, said: “This summer, we wanted to celebrate the joy the whole family feels on a trip to McDonald’s. To do this, we’ve not only brought to life the joy of excited children but also the feeling that this gives to parents, capturing the essence of ‘good times’ which McDonald’s is all about.”

Branding agency Tangent has launched the campaign for this year’s Edinburgh International Book Festival, featuring work by illustrator Anna Parini. The campaign highlights the fluidity and uncertainty of a changing world, which will be central to the festival debate this year. 

David Whyte, creative director of Tangent Graphic Ltd, said: “We worked with the festival team to examine the reasons behind this uncertainty, and tap into the wider issues of trust in government and disillusionment with globalisation. The concept of ‘post truth’ politics, the proliferation of new ideas spread through social media and big shifts in people’s personal identification have all helped lead to these changes.

"The campaign is based on a series of opaque questions that reflect the mood of the times, and hint at the type of debate that will take place when the festival launches. We felt that Anna would be a perfect fit for the project as she is able to convey ideas in a bold, reductive style that leaves room for viewer interpretation."

HSBC's documentary-style film looks at where Pride came from and what society was like for the LGBT+ community during that time. It examines the progress that has been made, the changes society has gone through and questions what still needs to be done for LGBT+ rights.

The film features two men with very different Pride experiences. Andrew Lumsden, 75, is prominent activist who attended the first Pride march in 1972. 23 year old Jamie Raines is a well-known vlogger who transitioned from female to male aged 17, and attended Pride for the first time last year.

Ikea has unveiled a TVC promoting the relaxing qualities of the living room, appointing the character of ‘Lion Man’ as its star.

Much like the rest of his species (the advert tells us), Lion Man spends up to 18 hours a day relaxing. In the film, which comes in 60-second and 20-second form, he’s seen reading, taking a nap, sipping on juice and watching fellow lions on the small screen, all the while recharging his batteries for when he’s needed to strike.

When the time comes, he’s faced not with a herd of wildebeest or a rival pride, but with the similarly terrifiying prospect of a children’s party. The Swedish tones of Rikard Wolf encourage the audience to “relax into greatness” via voiceover.

Benjamin Hubert of experience design agency Layer has designed Offset, a shaving brush system for London-based male grooming accessories start-up Follicle & Limb. Offset translates the traditional experience of the barber shop to the home using a contemporary form and updated functionality. Male grooming has recently experienced a surge in popularity, however the associated accessories are still very conventional. Offset disrupts the traditional male grooming accessories market with a sleek, contemporary product designed to bring the experience of the barber shop shave home.

Offset is a system of three parts - a badger hair shaving brush and a case which transforms into a stand for drying the brush and a dish for the razor. The strong, geometric silhouette is reduced in form compared to traditional shaving accessories. The brush handle is flared at the top to make it easy to grip while shaving. The brush handle and case are made from machined anodised aluminium, which is tactile, easy to clean and rust-resistant. The components connect with a hidden magnetic system, keeping the form sleek and minimal. The badger hair brush is of the highest quality, and the transforming case lets users easily dry the brush and display it on a bathroom vanity.

Offset has also been designed for ease of travel to fit into today's nomadic lifestyles. The case protects the shaving brush when packed away, and is small enough to fit into a wash bag. The clever functionality and contemporary form of Offset represents a new approach to shaving.

The debut campaign for Harry’s, the shaving company, in the UK has launched. The campaign will run across TV, digital and OOH for four weeks in the UK.

The idea behind the work is ‘Shaving’s other guys’ – which allows Harry’s to talk about itself in a way that shows it as an alternative option to the establishment, a brand that’s for every guy and one that puts the customer first.

The campaign, created by Brothers and Sisters, uses largely black and white illustrations drawn by Brooklyn-based designer and illustrator Joey Pasko which will appear in OOH, online, as well as on beer mats, TV and a specially built ‘bearded’ billboard.

TV executions include a one off 40-second spot, while the bespoke billboard appears in an East London location and feature an actual 3D beard added onto it, along with the line: ‘East London. Worst place to launch a razor’.

Air France has collaborated with BETC Paris to create its own line of French-tasting chewing gum, designed to aid passengers with ear pain caused by cabin pressure changes.

Air France’s ‘La Gomme à Mâcher’ is made in the brand’s home country and is available on flights from Paris Charles de Gaulle to Los Angeles (AF066), San Francisco (AF084) and Mexico City (AF178). The gum will also be on offer at Air France lounges in the Parisian airport, online via the airline’s shopping e-tail boutique and at concept boutique Colette in Paris.

The kitsch packaging is reminiscent of windows on a plane and features bright cartoons of crème brûlées and macarons.

A Snapchat lens has also been developed to celebrate Air France’s foray into mastication.

As a continuation of a long running successful campaign, Visit Blackpool is launching its latest TV advertisement showcasing their exciting attractions available for 2017.

TBWA\Manchester were tasked with capturing the attention of families and bringing to life the wide variety of activities available at the resort, offering a sensational day out for all ages.

Design and innovation company Seymourpowell have created a bespoke, mechanical art piece for the Dinner by Heston Blumenthal restaurant in London.

‘The Dinner Escapement’ has been designed to add a unique layer of history and storytelling to one of the restaurant’s signature dishes, Tipsy Cake: a dessert of brioche balls, baked like a cake and then laced cream, brandy and sweet wine, until the cream caramelises and is served with spit-roasted pineapple basted with spiced caramel, based on a 19th century recipe.

Taking their cue from Heston and his team’s rigorous research into the history of British food, Seymourpowell delved into the past to explore the mechanical and scientific advances in Britain in the 18th Century. They were struck by the work of two individuals: John Harrison, a carpenter and clock-maker who revolutionised the field of navigation with his 'Harrison Clock', and the inventor Thomas Newcomen who created the first practical steam engine, originally to pump water out of mines. The ‘escapement’ takes its name from the crucial ticking mechanism in a traditional clock that regulates the movement of the pendulum, referencing the historic mechanical inspiration and the meticulous attention to detail contained within Seymourpowell’s design.

With craft beer indicating a big shift in consumer demand, Ringnes are seizing the opportunity to regain relevance with the modern beer drinker by tapping into new trends. The Carlsberg-owned beer brand partnered with JDO Brand & Design to rejuvenate the identity, portfolio and pack design, in order to unify the brands equity, deliver stand out at shelf, and ultimately allow for innovation and extension.

The new designs signal a shift in Ringnes’ visual language where the brand’s typography, banner and shield become a trademark feature across every product, and the iconic red and gold is a standout element that visually unites the range. The design is bold and simple, as to make consistent impact across the entire Ringnes family of today and the future.

With this new film from TBWA\Paris, McDonald's is once again the parent's ally, whatever the situation may be.

The birth of the second child and its impact on the elder one is one of the big events every family has to deal with. Louis Sutherland, the film director, has captured this peculiar moment of life and the sense of abandonment felt by the elder. This is only a temporary feeling as her always attentive father does his best to reconnect with her.

In addition to being parents' and children's favorite restaurant, eating out at McDonald's is most of all an opportunity to get together.

London-based independent design studio Accept & Proceed have created a brand identity for Hansine, a new luxury fashion label launched in the UK. Heading into the summer season, the Hansine Beach collection is a contemporary reimagining of the holiday wardrobe: a care-free, modern-bohemian collection aimed at fashion-forward women.

Accept & Proceed collaborated closely with Hansine to create the tone of voice, visual language, digital and social presence, and art-directed a photo-shoot of the first collection inspired by iconic imagery of travel and fashion from the 60s and 70s. 

They also captured Hansine’s bespoke and premium level of service in the design of the company business cards, retail bags and labels. The focal point of these is an overlaying square device representing the founder’s unique eye for bringing together eclectic sources of inspiration in her designs.

Nature Valley has launched its first integrated tennis campaign to leverage its position as the Official Snack Bar of the Lawn Tennis Association (LTA) and demonstrate its commitment to British Tennis.

“The Court is Yours” campaign, created by London-based agency Space, aims to encourage greater participation at grassroots level whilst capitalising upon the recent revival in tennis, the country’s second most followed sport, which has seen participation levels rise for the first time in 16 years.

The campaign, a call to arms for players of all abilities to get outside in nature and give tennis a go, features a 60-second film which reflects the real, everyday side of tennis; the hits, the misses and mini-fist pumps. The campaign will also feature across OOH, shopper, brand experience and social media.

Argos created a special ‘Pride’ TV edit as part of its ‘80 Days of Argos’ campaign, which sees a new, topical, date-stamped ad run each day – spotlighting Argos’ market-leading same-day delivery service.

The fun and colourful spot aired 8 July, in order to coincide with the celebrated London Pride Parade – showcasing a range of premium-branded tablets, all displaying the bright colours of the rainbow flag and championing Argos’ support of the LGBT movement.

The 80 Days of Argos campaign, which spans TV, digital and social media, draws on real-world events and important dates within the national calendar, as well as responding to consumer data and the Great British weather in order to serve a relevant, topical ad each day.

Chiquita Brands International is aiming to paint the town yellow with a summer takeover of central London that will see taxis, buses and digital advertising displays literally going bananas.

The ‘We are bananas’ campaign, which kicks off on Monday 17 July, is part of a nationwide push aimed at building awareness of Chiquita bananas among the brand’s key target audience of mums and millennials, and will backed by a nationwide sticker campaign featuring kids’ favourite characters Minions, stars of the eagerly awaited Despicable Me 3 movie that is hitting cinema screens throughout the UK now.

The four-week central London takeover – which will be supported by engaging content across the brand’s social and digital channels – builds on last year’s successful ‘Just Smile’ themed campaign, which reached more than 47 million consumers.

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Love has just wrapped up a brand identity project for LA fashionista and socialite, Peri Arenas, who challenged the Manchester agency to “brand the shit out of me”.

With a new fashion boutique opening on California’s Robertson Boulevard, Peri briefed Love to develop a brand tone of voice and identity that would create standout and match her ballsy personality.

The project evolved into more than 30 individually created items. Branding collateral included point of sale and packaging items with punchy copy such as: ‘Welcome to Peridise’, ‘Have a Peri Nice Day Now’, ‘Come On You’ve Earned This’ and 'Pay Up Honey’.

Chris Myers, senior creative director, who headed up the project, said: "It’s not often that you’re recommended to a client in a Beverley Hills hair salon – but that’s how we ended up on a call with Peri. Her brief was simple: 'I’m opening a store and I want you guys to brand the shit out of me'."

A food truck selling ‘women’s meat’ sandwiches has been parked outside the Israeli Parliament this month, as part of a campaign calling on politicians in the state to criminalise prostitution.

The Task Force on Human Trafficking and Prostitution (TFHT) partnered with M&C Saatchi Tel Aviv to devise the experiential creative. The food truck’s menu includes ‘Breast Amal’ and ‘Ribs of Yael’.

Those that order the fictitious meats are presented with a sandwich in a brown paper bag, upon which real life stories of women engaged in prostitution are written. The truck features an illustration of a woman’s body divided into ‘cuts’, much like that of a butcher’s cow.

The campaign aims to reduce the demand for prostitution by engaging with consumers who finance the industry, with or without understanding its implications.

La Mer has released its new Moisturizing Matte Lotion, which comes housed in a limited edition interactive box designed by the La Mer team and manufactured by MW Luxury Packaging.

Inspired by vintage pinball machines and Chinese puzzle boxes, this pack is comprised of a rigid board outer sleeve wrapped in matte paper, and a main box which, when slid out, reveals a playable labyrinth.

The labyrinth walls were constructed from EVA foam in the shape of the letters M, A, T, T and E. Lively printed card stock was used to top the lettering, and a small recess was included to hold the ball bearing with which you navigate the maze.

Vice UK has partnered with The Royal Society for Public Health and drug testing organisation The Loop to launch a drug safety campaign targeted at young people during festival season. 

Safe Sesh includes an editorial series, seven original short films, and a series of motion graphics animations to be distributed across Instagram Stories and Snapchat. 

The campaign takes leanings from Vice’s playful tone, with posters emblazoned with slogans such as ‘It’s Paul from Potters Bar, not Pablo Escobar’, ‘Always Practice Safe Sesh’ and ‘Double drop, the night’s a flop’ to be distributed at UK festivals, universities and clubs over the summer, directing festival-goers at Lovebox Festival, Boomtown and Secret Garden Party to test their drugs with The Loop.