Welcome to our first edition of RE-UP reviews, our weekly round-up of the good, the bad and the ugly from the world of advertising. Anything from OOH campaigns that make us stop and think to sweet animations that bring a tear to our eye. We’ll cover it all…
Studio Ghibli x Lawson – Machi Hot Station – Good
Lawson is a convenience store franchise in Japan, and they have made the perfect collaboration with another Japanese institution, Studio Ghibli. They brought you the likes of Spirited Away and Kiki’s Delivery Service and this new short is directed by the Oscar award-winning Kunio Katō. This advert carries the weight of this iconic name and brings perfectly formulated anime to their audience. It is a marriage of two Japanese icons, coming together in a charming and wholesome advert that captures community and family, reinstating the convenience stores place in our everyday lives.
– Hope, Copywriter
McDonald’s – Golden Arch Unlimited – Disturbing
Mc Donald’s decided to embrace a trend made famous with Moschino: transforming its pop culture imagery into fashion pieces and accessories any consumer can buy. The move is interesting: after all, Mc Donald’s is part of all cultures worldwide. However, when in Moschino’s case it was a sort of deviant art tactics in which fashion was transforming a popular icon into a creative material, this time it’s McDo selling McDo. Might be genius from a marketing perspective (some items are already sold out).
– Laurent, Founder
Oatly – Nonsensical – Hilarious
Oatly proves itself once again, with a witty OOH campaign featuring billboards across Brighton, Bristol and London. It’s like in a film when they break the fifth wall and talk right at you, these ads demand your attention but aren’t aggressive. Their funny, relatable and add a little delight to your morning commute. Perfectly suited to the brand’s persona and consistent with their previous campaign. And if there was any doubt about what the ad is for, there’s a giant cartoon that clearly states: Oat Drink, what more could you want.
– Lynn, Copywriter
Nike – Lunar New Year: The Great Chase – Good
Nike is putting a twist on the “hongbao red envelop” tradition. This ad is a perfect example of diving into a tribe, completely understanding and getting into the core of a specific target group what makes this ad strong. Even when you’re not the target audience you can experience the feeling of this tradition.
– Nina, Art Director
