Creative Works EMEA featuring Y&R Prague, Above + Beyond, TBWA London and more

EasyJet and Europcar are taking customers on a journey to an alternate future in a new series of films in which hire cars can take to the skies – shot from the perspective of both companies’ helpful employees, who prove through the three-spot mockumentary, that flying cars for hire will not actually be available in the near or perhaps distant future.

Marking a 15-year partnership between the low-cost airline and car rental brand, the ‘Fly-Drive’ campaign envisions the future of travel in the best straight-faced comedic way.

‘Fly-Drive’ follows the stories of an EasyJet pilot trainer, ground staff as well as a re-imagined Europcar customer agent, bringing to life how the roles in airlines and car rentals might change in a world where cars can fly.

The films, by EasyJet’s creative agency, and some of the images and settings are laugh-inducing. Including one with the ground crew that shows how they would deal with landing the flying cars by using cardboard cutouts. Another shows a hapless man with whom a patient woman pilot trainer is trying her best not to lose her patience. A third with the Europcar staff shows them performing maintenance on one of the cars, then taking a break and lunching on the wing. No cars are ever seen flying in the spots, as there aren’t flying cars available to be hired by either company.

Instead, the spots promote the partnership of the two companies as the best way to fly and drive on your travels.

Cheese-loving consumers will soon see their dreams turned into advertising in a new integrated advertising campaign for Ornua UK-owned cheddar brand Pilgrims Choice, created by Above+Beyond. The TV launch film, 'Charlie’s Dream', blends live performance, puppetry and CGI to recreate a consumer’s real dream, which was one of many dreams sourced from cheese lovers across the UK. The ad kicks off with 'Cheese Dreams', an integrated campaign for Pilgrims Choice, which is the UK’s number two branded cheddar.

The strategy was inspired by research into the naturally occurring amino acids in cheese, which indicates that the idea of eating cheese at night leading to vivid, unusual dreams may be more than an old wives’ tale; and that a strong cheddar is more likely to have this effect.

The social and out-of-home campaign will be followed by TV at the beginning of June as part of a major push that also includes print and in-store promotions. For the social element, consumers will be invited to submit their own cheese-fuelled dreams for a chance to see them turned into animated gifs.

Red Bee has released a new campaign – ‘The Wonderfulness of Local’ – for Westons Cider brand Stowford Press. Red Bee was tasked with helping the brand stand out in a category crowded with images of summer apple orchards and happy friends at festivals. The aim is to increase both brand saliency and category reach, alongside helping support Westons’ ambitious volume targets for Stowford Press, across both the on-trade and off-trade.

The campaign consists of 60-second, 30-second and 10-second TV commercials, as well as social media content. Designed to highlight the fact that Stowford Press only uses locally sourced apples, the work features comedian Ellie Taylor and renowned local adventurer Alastair Humphreys going off in search of adventures in the beautiful countryside that surrounds the Stowford Press mill in Herefordshire. Social media will feature cutdowns of the TVC, as well as a content series based on clips of Alastair Humphreys giving tips for local adventures anyone can go on.

Positioning Stowford Press as a quality ‘step up’ from mainstream ciders, the campaign targets 28-year-old and above male and female cider drinkers. Insight indicated this audience is united by an appreciation of quality ingredients, a good sense of humour and a taste for adventure – hence the creative execution.

Nikon has teamed up with The Guardian and We Are Pi’s premium entertainment arm Pi Studios, to create a new documentary called Four Weddings.

Focusing on brides’ wedding days from the UK, US, Romania and India, this landmark contemporary look at marriage unpacks the different ways global societies treat love, relationships and brides.

The documentary looks at the shifting perceptions of marriage around the world, examining what it means to be a bride in 2018. It explores how the couples met, what their relationship means, what their future holds, and how their marriages relate to the challenges they face.