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Ads of the Week: Kanye West drops Gap collab and Amazon Books debuts striking film

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By Amy Houston | Senior Reporter

July 27, 2022 | 6 min read

Every Wednesday, The Drum picks the top global campaigns from our Creative Works.

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The Yeezy Gap Times Square billboard / Yeezy Gap Twitter

This week, Kanye West and Gap released a surreal video to raise awareness of a new product drop in its New York store, Amazon Books rolled out its first global campaign that portrayed the invisible magic of imagination inspired by reading and KFC took inspiration from B horror movies with a 14-minute film to promote the release of a limited-edition pizza with a base made of fried chicken.

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Yeezy Gap: Yeezy Gap Engineered by Balenciaga by Gap

The Yeezy Gap Engineered by Balenciaga collection dropped for the first time at the retailer’s New York Times Square location. To coincide with the launch, the rapper released a virtual game experience, had a complete redesign of the store and sent a fleet of matte black trucks to drop the apparel off in other states.

Amazon Books: That Reading Feeling Awaits by Droga5

The first global campaign from Amazon Books showed five different scenarios where people are engrossed in novels, the plots of which are animated in unique styles.

KFC: The Massacre by PS21

This long-form KFC ad tells the tale of a group of friends heading to the woods for a little rest and relaxation – or so they think. Once they arrive at their log cabin things begin to take a darker turn.

Billie: The Rules of Bodycare by Billie

Healthcare brand Billie challenged the status quo of body hair by asking a very simple question: why are women taught to hate it?

ITV: Britain Get Talking by Uncommon

More than 400,000 young people in the UK are being treated for mental health problems – the highest number on record. To raise awareness, ITV’s mental health campaign Britain Get Talking released an ad that encouraged adults to take the time to speak to the teens in their lives.

Hilton: For The Stay by TBWA\Chiat\Day New York

Hilton enlisted entrepreneur, socialite and great-granddaughter of the hotel’s founder Paris Hilton as part of a new brand campaign.

The Association for the Promotion of Child Safety: Heavy Silence by Havas Portugal

If a heavy metal band can’t make itself heard inside a swimming pool, would a child be able to? The Association for the Promotion of Child Safety (APSI) reinforced this point with a poignant and unique campaign that saw a group of rockers perform underwater.

Beefeater: The Spirit of London: Next Wave by McCann London

This lively campaign invited viewers to experience all the different facets that fuel the energy of London.

Heineken: The Closer by Heineken

Heineken pulled off an illuminating Manhattan stunt to address the late working culture in the city and how it can negatively impact work-life balance.

The American Red Cross: Bloody Nightmare by The American Red Cross

The American Red Cross spotlighted the US blood donation crisis with a horror movie-themed PSA featuring Scream actress Neve Campbell reprising her role as Sidney Prescott.

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