Creative Works: 10 best ads of the week from John Lewis to Lego

Meanwhile, as Black History Month continues throughout October, BT and Hope United are celebrating with a series of educational and inspiring films starring football legends Rio and Anton Ferdinand.

Finally, mental health charity Nabs released a cheeky PSA encouraging viewers to remember to take a break when needed. ‘This Job Will Break You If You Let It’ was made in recognition of World Mental Health Day on October 10, and features a catchy tune that touches on the fact that there will always be a deadline to work toward, but that shouldn’t negate the need for some self-care.

RATP Group: Bonjour by Sid Lee Paris

‘Bonjour to Paris’ is public transport operator RATP’s new application.

With a more intuitive and convivial graphic environment, the refreshed look is more accessible and welcoming, starting with its name – Bonjour RATP. The application is part of a major rebranding designed by Sid Lee Paris for the public transport operator, which aims to respond to contemporary consumer needs by transforming into a MaaS (mobility as a service), incorporating every transport users’ need.

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Ikea: Every Home Should Be A Haven by Mother

To help Ikea on its mission to ensure customers feel safe, happy and ready for anything in their homes, the Swedish retailer has enlisted the help of creative agency Mother and some super hench teddy bears.

‘Every home should be a haven’ highlights the importance of feeling content in your place of residence and having the space that you need to combat life’s stresses – all with the help of the retailer’s product range.

However, the challenges of everyday life can sometimes get in the way, and the spot sees a father and daughter’s quality time being protected by some gym-going larger-than-life cuddly toys, who will do everything in their power to make sure the family gets to enjoy a fun evening at home without interruptions.

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EA Sports: Powered by Football

EA Sports has kicked off its annual campaign to promote the hotly-anticipated Fifa 22 video game.

‘Powered by Football’ features David Beckham, Ryan Reynolds, Kylian Mbappé and Zinedine Zidane, and was released globally last week to the delight of fans.

The two-and-a-half-minute epic spot touches on the origin behind the power of the game’s new HyperMotion Technology, which replicates the real world of football with accuracy. For the first time in the brands’ history, the film was conceived and developed by the Fifa marcom team at EA Sports, with creative directed by Sanam Petri, and was directed by Chris Boyle of Private Island.

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Nabs Canada: This Job Can Break You If You Let It by Cossette

Mental health charity Nabs has released a cheeky PSA encouraging viewers to remember to take a break when needed.

The NSFW jingle was executed in partnership with creative agency Cossette and features a straight-talking animated cracker named Crumbles, who highlights the harsh realities of pushing yourself too far in the workplace and putting your mental wellbeing on the backburner.

‘This Job Will Break You If You Let It’ was made in recognition of World Mental Health Day on October 10, and features a catchy tune that touches on the fact that there will always be a deadline to work toward, but that shouldn’t negate the need for some self-care.

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Lego: Get the World Ready for Girls

In celebration of the United Nations’ International Day of the Girl, Lego has released a new film, ‘Let’s get the world ready for girls,’ calling on parents and children to champion inclusive play for all.

The spot features inspiring and entrepreneurial girls who are already rebuilding the world through creativity, including Fatima, who is the UAE’s youngest inventor; her sister Shaika, who loves space and wants to be the first woman on the moon; and Chelsea, who is the founder of a charity that gives away free art supplies to children in need.

New research commissioned by the Lego Group reveals that girls today feel increasingly confident to engage in all types of creative activities, but remain held back by society’s ingrained gender stereotypes as they grow older.

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BT: Hope United by Saatchi & Saatchi

BT and Hope United are celebrating Black History Month with a series of educational and inspiring films with football legends Rio and Anton Ferdinand.

Continuing its message of hope and inclusion, BT has released bite-sized clips, created by Saatchi & Saatchi London, that feature the brothers discussing the legacy of the Windrush generation, and the impact their descendants and continued Caribbean migration have had on football and culture.

The initial release sees the brothers discuss the free-to-watch Standing Firm: Football’s Windrush Story, a documentary that premiered exclusively on BT Sport last month.

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Visit Singapore: Be Drawn In by TBWA

Following last year’s ‘Dance to a New Beat’ campaign, ‘Be Drawn In’ flaunts the vibrancy and color that live within the city’s walls, while showcasing Singapore’s diverse precincts. Managed by O School Ltd and created by TBWA\Singapore, this film features more than 30 dancers from various genres performing at artistic locations across the city.

This film is part of SingapoReimagine, a campaign launched by STB to create conversations, stories and engagement in shaping local tourism, and NAC’s #SGCultureAnywhere, a campaign that aims to reach out to home-grown audiences and those around the world, while supporting Singaporean artists and arts organizations. It hopes to excite and invite international audiences to connect with the different sides of Singapore and uncover new possibilities, as well as encourage the discovery of the city through the arts and heritage.

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John Lewis: Let Life Happen by Adam & Eve

John Lewis has expanded in the home insurance market with the release of an ad campaign by Adam & Eve DDB underlining its commitment to customers.

‘Let Life Happen’ sees the department store document the trail of destruction wrought by one young boy on the rampage through his family home to illustrate the benefits of putting money aside for unforeseen events.

Directed by Tom Kuntz and produced by MJZ, the campaign shows the one-boy tornado smashing vases, spilling paint and toppling lamps to the upbeat notes of Edge of Seventeen by Stevie Nicks – all while his dumbfounded family look on aghast.

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Microsoft: BSL billboard

Microsoft has launched the first-ever national digital billboard campaign to feature British Sign Language (BSL) to highlight the importance of accessibility in driving innovation.

The out-of-home (OOH) campaign, which will appear in major railway stations across the UK, features a 10-second clip of a BSL interpreter signing the message: “The more inclusive you are, the more innovative you can be. Together we can create a better and more accessible world for everyone.”

The campaign hopes to mark Microsoft’s five-year commitment to inclusivity and accessibility through showcasing the role technology can play in improving access to digital content for underserved communities, including the 151,000 individuals who use BSL in the UK.

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Ruinart: Unconventional Gallery by Makemepulse

With a passion for art, the first established champagne house has made art fairs accessible to all with their interactive gallery exhibition.

For the presentation of their collaboration with artist David Shrigley at Frieze London, Ruinart embraced the post-pandemic world with ‘The Unconventional Gallery,’ an experience created with global interactive production studio Makemepulse, which helped fuse the virtual and the real of the art world and sat alongside the in-person art fair, making art accessible for all.

The collaboration for the collection began in pre-pandemic 2020. However, the cancellation of all in-person gatherings including major international art fairs meant the pieces could not be exhibited. Recognizing that not everyone can attend the newly-opened events, Ruinart commissioned Makemepulse to create an interactive experience, which expanded the reach of the collection and made it available to a wider audience.

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That’s just for starters. Scroll down to see the best work from our Creative Works section. And don’t forget to vote!