Your Army Needs You

Your Army Needs You’ by Karmarama focuses on how the Army sees beyond stereotypes to spot young people’s potential. The new campaign is the third execution of the ‘This is Belonging’ series, showing how the Army finds potential beyond Gen-Z and millennial stereotypes and identifying the essential skills needed in new Army recruits, such as compassion, self-belief and focus. The majority (72%) of young people describe themselves as ambitious yet many feel undervalued and want a job with real purpose. Your Army Needs You shows how they can belong in the Army to do meaningful work.

There is also a set of radio ads for this campaign.

Creative team: Harriet Wiltshire & Zach Speight

KFC – we’re sorry

In February 2018, delivery problems caused hundreds of KFC restaurants in the UK to close. It was a huge national news story, and this was KFC’s response (by Mother London), published in the Metro and The Sun newspapers.

Hellmann’s

It takes real bravery to eat the things that have never been eaten before. But sometime, somewhere, someone was the first person to eat every delicious morsel we take for granted today. And Hellmann’s believes these brave food pioneers deserve a bit of recognition.

Print campaign created by Ogilvy, London.

Spotify

To mark a tumultuous year, Spotify decided to celebrate how music gave people a reason to keep listening. A global campaign transformed users’ listening data into ‘2018 Goals’. From the personal – including a fan who created an ‘I Love Gingers’ playlist just for Ed Sheeran – to the political, the brand poked fun at a year that some would rather forget.

Musicbed

Musicbed has built the best music licensing platform in the industry. The problem was some of the biggest agencies in America had never heard of them. To get the attention of these top creatives, their names were plastered onto billboards, subway posters, window spaces and street vendors. Campaign agency: Counsel.

Marie-Claire magazine

Three portraits. Three men facing us with a smile, and one message: “Thank you all”. Behind the apparent goodwill, the words are chilling. Because each ad depicts a street harasser, thanking all the witnesses for their indifference.

Agency: DDB Paris

Sandy Hook Promise

The message behind this film is simple: shootings can be stopped if you know the signs. That’s the premise behind this fictitious news report by BBDO NY about a shooting that’s expected to happen tomorrow. The piece was shared in 146 countries, earned over a billion impressions, and helped Sandy Hook Promise surpass its fundraising goal of $1 million.