Creative Crunch #4: What's New?
It’s time for our fourth creative round-up! We’ve selected some of the things that have happened over the past month that are worth seeing… or at least we think they are! Here goes Creative Crunch #4…
BBC World Cup - Tapestry Animation Campaign
In a brave attempt to take on a challenge that's never been done before - the BBC have delivered an impressive ad campaign ahead of this summers World Cup campaign, creating a REAL tapestry animation.
Each frame of the film was individually embroidered, something that has never been seen before. The tapestry work illustrates iconic moments from previous world cups and features some expected key players from this years competition, including England captain Harry Kane.
Created by Xander Hart and Edward Usher of BBC Creative, the pair aimed to highlight the global impact of the tournament rather than purely England's successes (...no 'that would be a short ad' jokes please).
The tagline that the film ends on is 'History will be made', and fans will be given the opportunity to choose their favourite moments from Russia 2018 to then be added to the tapestry which will be displayed in a museum.
This campaign was undeniably challenging, from the time it took to the out and out hard labour of its creation - but it's safe to say it was worthwhile, and regardless of the results in Russia, history has been made!
This is America Video
A little different from the work we usually include in this feature, but it is definitely worthy of discussion. Childish Gambino, otherwise known as Donald Glover, released his latest single 'This is America' last month. The song tackles America's gun problem; racism; and police brutality, amongst other issues. These issues are also displayed in the video. The video is filled with hidden messages and imagery, sending an incredibly strong message from the musician. There are a number of theories surrounding what the video imagery represents, for example, there is a scene where Gambino is seen to shoot a black man before handing the weapon to another person who carefully takes it away in a cloth whilst the victims body is dragged out of shot. This is thought to represent that in the US, protecting guns is more important than black lives. This is emphasised further by the fact that the cloth is red, which is thought to represent republican America again valuing guns over black lives. Every scene of this video contains an incredibly cleverly crafted cultural reference, it deserves an entire blog post to itself. If you haven't already seen the video, I'd recommend watching it immediately. This video is a piece of art that (sadly) represents the current state of the USA perfectly.
KFC - Colonel Returns to UK TV
For the first time in 40 years, Colonel Sanders has returned to UK television screens. Yep, KFC have brought in the big boss, because desperate times call for desperate measures! I'm sure you remember the recent chicken crises KFC faced (how could we forget), and you also may remember the clever apology the fast food chain issued in response. The 'FCK' apology went down a treat, and the brand managed to redeem themselves. We discussed the brands response in our last Creative Crunch, which you can read here. The new TV ad shows the Colonel stepping up to the mark to get KFC back up and running, and he isn't taking any messing about. Created by Mother, the brands longstanding agency, it shows KFC bouncing back from the chicken fiasco in a tongue in cheek manner just as the successful apology ad did. Whilst I'm sure KFC weren't thrilled about their logistical problem earlier this year, this was a perfect example of good crises reaction, and turning bad publicity round to go in favour of your brand. Well done, Colonel.
Spotify Free Tier Ads
This isn't the first time Spotify have been mentioned in a Creative Crunch feature, they know how to advertise! This campaign is their biggest to date including fake movie trailers and witty outdoor ads, their in-house creative team have definitely earned their keep. These ads were made to promote the update of Spotify's 'free tier' which allows users to listen to all the same music as those with a paid subscription, just with the occasional advert in-between songs. The team created two movie trailers, the first was an action style film featuring a high-speed car chase which takes an unexpected turn once Miley Cyrus' Wrecking Ball begins to play. The second is a horror film about a haunted doll with a desire to kill, who is awoken by the sounds of Camila Cabello 'Havana'. Alongside the film trailers, you may have seen the brands latest billboard ads dotted around. Showing popular songs and artists with accompanying witty comments, these ads are simple but effective. Some of the ads include: an image of a 'Top Hits' playlist which reads above "the free app for people who are into popular people"; the Deep Focus playlist reading "the free app for people who need lots of attention"; and Demi Lovato's 'Cool for the Summer' with the tagline "the free app for people who aren't looking for anything serious".
Aldi Lemon on a Pear Ad
Simple, yet effective. Social Media LOVED Aldi's recent fruit advert. What was once a mere ad for cheap fruit, became a viral dad joke with the addition of only five words... 'wo-oah, we're halfway there, wo-oah...' The famous Bon Jovi lyrics finish with 'living on a prayer', which sound like 'lemon on a pear... for anyone that didn't get the joke!
It's so bad, it's actually quite good - I guarantee you had a little chuckle the you saw it.
Let us know what you've been loving this month by tweeting us @OrchardTweets. Did you know we post work we love on Instagram too? Take a look over on @OrchardSnaps.