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Our Favourite Creatives and Content of The Year So Far.

Alex M Jul 08, 2022 Scroll to read in 4 minutes

RIDLEY SCOTT CREATIVE GROUP for GUCCI X NORTH FACE

We love this campaign because Francis Bourgeois, the TikTok sensation, being the face of North Face and Gucci is the most 2022 thing ever to happen. A master stroke to use him for his charm and immense following and the use of authentic people and content is very on-trend, and when done right, like in this campaign, companies can shift public perception and tap into new audiences. We also love it for humble-bragging rights as our friend Tom Dream Directed the video and bestie Ted Rogers choreographed it *boofs hair*

MISCHIEF for EOS

https://www.tiktok.com/@mischi..." data-video-id="7079458343844220206" style="max-width: 605px;min-width: 325px;" >
@mischiefusa 🪒💈🌎 #eos #shave #shavecream #eoashavecream #renewable #sustainable #green #earth #worldearthday #environment #fyp ♬ FEEL THE GROOVE - Queens Road, Fabian Graetz

Opening its doors in 2020, Mischief has quickly gained a reputation for doing work that stands out by refusing to play it safe. They can provoke and cut through the noise ingeniously while also sending clear messages; for example, for skincare brand EOS, they found a TikTok creator who made a viral, uproariously debased how-to on shaving your pubes. It then quickly turned around and put her instructions on EOS's shaving cream bottles and her catchphrase, "Bless your f***ing cooch." TikTok judged the results one of the best brand moves of the year.

WIEDEN+KENNEDY for WE PLAY REAL

The company is transforming all of its global outposts to be certified B Corps which gets our respect. Regarding the work, the creative agency continued its streak of incredible work for Nike, including a tribute to Black women called "We Play Real" that hit on International Women's Day and was integrated into TNT's broadcast of NBA All-Star Weekend. Nike athletes ​​like Serena Williams and Naomi Osaka engaged with their social audiences on the topic, further spotlighting the conversation about black women.

CHECK MY ADS for BEING AWESOME

We have massive respect for Check My Ads. Founded in 2020 by Nandini Jammi and her business partner Claire Atkin, Check My Ads is a remedy to a broken digital advertising system. They seek to defund the disinformation economy, one bad ad at a time.

Check My Ads inquiry has found U.S. adtech companies placing ads on Russian propaganda outlets and uncovered media agency loopholes that Trumpazee sites like Breitbart News had been exploiting for advertising revenue. Most recently, they launched the Check My Ads Institute, a nonprofit focused on ending the ad-funded disinformation crisis.

SS+K for ICELANDVERSE

We love SS+K's Meta-lampooning work on Icelandverse," where an Icelandic Mark Zuck-a-like walks viewers through the reality of the Nordic nation, from feeling the natural water of hot springs to horseback riding and waterfalls. All while adroitly invoking the awkward tempo and tone of Facebook's original Meta fever dream. They illustrate the power of keeping up with culture and the ability to do so incredibly quickly—and in a way that isn't borderline creepy.

ENGINE for LONG LIVE THE PRINCE

Engines's brilliant PSA campaign found a way to tug at heartstrings to raise awareness and trigger action. Kiyan Prince was a bright young footy player before he was stabbed to death 15 years ago. For the Kiyan Prince Foundation (KPF), nonprofit campaigning against knife crime, the agency created "Long Live the Prince," which brought Prince back to life within EA Sports FIFA 21. Players could also access contact information for KPF and learn more about its services from within the game. The campaign has brilliantly raised awareness for an organisation fighting to make sure what happened to Prince doesn't happen to more kids.

MAKE ME PULSE for MAGICAL REFLECTIONS

As many are still trying to grasp the potential of the metaverse, this Meta-backed project promoting the Berlin museum Alte Nationalgalerie gives viewers a glimpse of it. The VR/XR experience titled "Magical Reflections" turns artwork in the gallery into virtual photography hotspots. Visitors are invited to "step inside" the works, navigate throughout their environment and use virtual photography to take a snapshot.