Creative Works: featuring Adidas, Smart and Sephora

Competition. We say it’s a good thing. That it brings out the best in us. But there is one place where it doesn't. Where it is not a celebration but pressure. Where it is not glorious but toxic. Beauty. It is the one competition that no one signed up for, but still everyone ends up in. Competing beauty standards, rules and limitations.

As the world celebrates the beauty of competition at the Olympic Games Tokyo 2020, global prestige skincare brand SK-II teams up with top Olympic athletes to declare #NoCompetetion, in a stand to take the competition out of beauty. Through sparking conversations, SK-II hopes to inspire women to define what beauty means to them and not take part in these toxic competitions. Because pressure should never dictate our choices.

Calling out toxic competitions in beauty, top Olympic athletes—Simone Biles, the world’s most decorated gymnast, LiuXiang, world-record holder swimmer, Ishikawa Kasumi, table tennis player and two-time Olympic medalist, Ayaka Takahashi and Misaki Matsutomo, badminton duo and Olympic gold medalists, Mahina Maeda, surfer and Hinotori Nippon, the Japan Volleyball team open up about their personal experiences on their social channels, sending a powerful message

 

 

Ikea has launched a campaign that allows customers to buy with their time. 

As Ikea’s stores are often located far from city centres, people spend a lot of time getting there. A new initiative from Ikea allows you 'Buy With Your Time' - with the time you've spent going to their stores.

To find out how much time customers spent Ogilvy and Ikea used the Google Maps Timeline, a feature inside Google Maps that tracks and records all the routes you take every day. So consumers only had to find the last time they visited Ikea and how long it took them.

The price of an hour was based on the average wage in Dubai. Where one hour is AED 105. And they added all the prices in time to all Ikea products.

Children’s Health, the eighth-largest pediatric health care provider in the US, has one mission: to make life better for children. To reach this mission, sometimes it means bending some rules, like letting kids press the buttons on an elevator. All the buttons.

To convey the dedication that Children’s Health has for making life better for children and getting them back to their rambunctious selves, the health care provider transformed an elevator in one of the busiest malls in the Dallas-Ft. Worth area to let kids’ imaginations (and impulses) run wild. A new 'Children’s Health Get Well-evator' has been filled with colorful graphics, positive messages and a wall of 1,400 buttons that kids of all ages are encouraged and allowed to press and light up, just for fun.

 

The activation is part of the 'Children’s Health Kids Rule' campaign and celebrates the resiliency of kids and just how great they are today — no matter what illness or injury they’re facing.

Waze (the Google owned navigation app) launched a new tool last year called Local Ads that democratizes the power of geo-targeted, real-time advertising to level the playing field for small businesses.


This is the first campaign to promote the service. 

A golden crescent moon appears against a black night sky. On closer examination, it’s the yellow curve of a McDonald’s French fries box positioned at just the right angle. In the corner, it states simply, “Open late”.

McDonald's Italy is promoting the late night opening of its restaurants with a campaign based on two eye-catching visuals. The first places the fries box and its red and yellow hues to evoke a waning lunar sky. The second is a series of hamburger buns with different shadows over them, depicting the moon in its many phases as the copy states “Open all night, every night”.

The campaign, created by Leo Burnett Milan, will run in local Italian markets through OOH, prints, digital and social media.

Singapore-based digital healthcare specialist MyDoc has launched an initiative to provide Singaporeans with triage assessments for any concerns over flu-like symptoms in the midst of the coronavirus (Covid-19) outbreak.

The campaign, called #cureyourfear, is created by the team of local creatives like Tay Guan Hin of TGH Collective, Eugene Cheong (formerly Ogilvy Asia-Pacific), Patrick Low (Goodfellas), Koh Hwee Peng (Blak Labs), Ai-Lin Tan (Wunderman Thompson), Troy Lim (Ex Y&R Singapore), Uma Rudd Chia (Weber Shandwick).

It advises patients who visit MyDoc’s Covid-19 telemedical clinic that they will be able to seek medical assessment for common signs of infection, such as fever, cough or breathing difficulties.

If a patient meets the Singapore Ministry of Health (MOH) Covid-19 suspect case criteria, the attending doctor will notify a MOH surveillance officer. An ambulance team will be dispatched to pick the patient up for isolation and testing.

“The local creative community is stepping up to assist MyDoc and Singaporeans in this time of need,” said Tay Guan Hin, chief creative officer of TGH Collective.

“By making medical consultations easily accessible, we hope everyone can stay calm and combat this deadly virus together.”

 

 

Adidas Football has launched Unfair Advantage - a long-form content series that celebrates the resilience of global football stars to inspire the next generation of athletes.

Created by We Are Social Sport, with production from We Are Social Studios, the four-part video series promotes the recent release of the adidas Predator 20 football boot. It features some of adidas Football’s biggest stars within the men’s and women’s games, as they take part in hard-hitting, intimate interviews, exploring the darkest and most challenging moments in their careers and lives and how they responded to adversity.

The first of the long-form videos, featuring David Beckham, is now live on adidas Football’s global YouTube and IGTV channels. In this poignant video, Beckham focuses on the events following the infamous Argentina game of the 1998 FIFA World Cup in France, which saw England knocked out of the competition and Beckham demonised by the UK press. This soul-searching Unfair Advantage interview sees Beckham open up about his devastating red card in the 1998 FIFA World Cup, and how it motivated him to get his head down, work even harder, and become England’s most successful footballing export ever.

E-scooters have become a pedestrian problem since they started showing up in cities all over the world. Scooter share programs have left streets littered with scooters dropped randomly in the middle of sidewalks, on public property and in crowded walkways.

It’s a problem that’s been growing in Germany, so auto company Smart, which recently switched to an all-electric fleet, decided it had a better way. Working with BBDO, the company took random pictures of the scooters in public spaces in Berlin, like street medians, sidewalks and streetcar platforms. It put them on OOH posters and print ads that read: “If only every electric vehicle could help you park. ‘Ready to Park.’ Unfortunately only available for Smart.”

The ads promote Smart’s feature, ‘Ready to Park’, which informs drivers of Smart vehicles exactly where they can find a perfect parking spot. Smart car owners can even book some spots in advance.

Sephora is exploring how beauty is changing, with 'The Unlimited Power of Beauty' campaign, as it unveils a new brand positioning.

Wishing to underscore its commitment to diversity and inclusivity, Sephora is positioning itself as a brand for those who want to challenge the status quo. People who give their own interpretation of what it means to be beautiful. 

The cinematic spot, which it claims is "deliberately different from previous years", tells the story of a woman's relationship with her refection throughout her life. 

Starting from childhood, the ad covers her experiences with beauty throughout the ages, in its most doubting and most glorious state. 

Enticingly intimate, the emotion in each exploration of beauty is conveyed as a personal evolution and growth at each stage of life, from her first childish experiments with makeup to mascara-drenched cheeks from first heartache tears. The spot is accompanied by the sultry cellist player, Kelsey Lu's I'm Not in Love. 

Accompanying the film, Sephora has commissioned Nadine Ijewere, a British photographer to develop a series of prints that carry the brand’s message while advertising its different departments - perfume, make-up, skincare.

Each of these 12 prints tells the story of the richness of beauty, regardless of age, gender, physique or style.