Ads of the Week

This week’s ad round-up is full of weird and wonderful campaigns, from a cinematic epic for mustard brand Maille to a clever digital campaign for Battersea Dogs & Cats Home, which sees a dog follow would-be owners around the billboards of East London’s Westfield Centre. First up though, a witty sticker campaign for Snickers, which highlighted ‘fail moments’ around New York City…

The stickers are a continuation of the choccie brand’s ‘you’re not you when you’re hungry’ campaign, though here they emphasise the point that you’re more likely to make errors when you’re peckish. Stickers were placed around the city and shared on social media alongside the hashtag #hungrymistakes.


Agency: BBDO New York; CCOs, BBDO Worldwide: David Lubars, Greg Hahn; ECDs: Gianfranco Arena, Peter Kain; Creatives: Bianca Guimarães, Florian Marquardt, Fernando Mattei, Rodrigo Linhares; Photographer: Billy Siegrist.


Next, the aforementioned digital campaign for Battersea Dogs & Cats Home, which is created by OgilvyOne UK – the agency behind the responsive Look Up campaign for British Airways. Like the BA work, this campaign uses digital billboards in an innovative way: visitors to the Westfield Centre in Stratford, East London were handed leaflets that contained a RFID tag, and then, as they walked around the shopping centre, the leaflet activated Barley, an adorable former Battersea dog, to follow them via the digital screens and hopefully engage their attention. The film above shows it all in action. Concept creator: Will Godfrey; Creative technologist: Lorenzo Spadoni; ECDs: Emma de la Fosse, Charlie Wilson; Creative director: Arthur Parshotam; Film production: Alison Cooper.


This amusing campaign for Chinese online game developer Changyou turns a cliché on its head by asking whether it’s gaming that is damaging human relationships or human relationships that cause us to game? Agency: Del Campo Saatchi & Saatchi, Saatchi & Saatchi Greater China; CCOs: Maxi Itzkoff, Mariano Serkin, Carol Lam, Fan Ng; ECDs: Ariel Serkin, Juan Pablo Lufrano, Rafael Santamarina; Creatives: Carlos Lanús, Diego Gueler; Directors: Nico Perez Veiga, The Perlorian Brothers; Production company: Primo, MJZ.


A shift to the serious now with a powerful print and outdoor campaign from Ogilvy & Mather London for anti-female genital mutilation charity 28 Too Many, which aims to highlight that FGM doesn’t just happen in faraway places but is a European problem too. ECD: Gerry Human; Creatives: Laura Rogers, Trevallyn Hall; Designer: Mark Osborne; Production company: Illusion.


We close with a luscious piece of filmmaking for a somewhat unlikely product: Maille mustard. The humble yellow stuff has rarely seemed so epic and important to our lives as it does here. Agency: DDB Paris; ECD: Alexandre Hervé; Creative director: Alexander Kalchev; Director: Alexander Kalchev; Production company: Carnibird.