The Work: The latest from the world of commercial creativity

Cat God takes calls to help Japanese gamers level up
1 day ago

Cat God takes calls to help Japanese gamers level up

RGA's first work for Japanese gaming company Ponos involves divine intervention through a wacky collection of multimedia work for desperate players of The Battle Cats.

Like Dolby audio, child abuse may be 'all around you' in powerful Cheil film
2 days ago

Like Dolby audio, child abuse may be 'all around you' in powerful Cheil film

The takeoff of Dolby's iconic cinema prelude effectively highlights the need to report violence against kids on behalf of Save the Children Hong Kong.

Judi Dench's agents go undercover at the opera in UK ad for Moneysupermarket
3 days ago

Judi Dench's agents go undercover at the opera in UK ad for Moneysupermarket

Ad marks third in series by features director John Madden.

Bridgestone uses tyres and spatial AI to literally drive new art
May 2, 2024

Bridgestone uses tyres and spatial AI to literally drive new art

INSPIRATION STATION: With pavement as its canvas, the experimental work by Distillery uses data points from a speeding car's wild ride to create some rather staid artwork.

‘I’m Worth It’: L'Oréal invites Chinese women to reflect on 50 years of famed slogan
Apr 30, 2024

‘I’m Worth It’: L'Oréal invites Chinese women to reflect on 50 years of famed slogan

This campaign by McCann China narrates the story behind the iconic tagline from its inception in 1971 to what it means in present day.

'Mom's Bed' breaks the silence on caregiver struggles in Seoul
Apr 29, 2024

'Mom's Bed' breaks the silence on caregiver struggles in Seoul

The campaign is a stark reality check on Korea’s caregiving culture that forces countless mothers into cramped, uncomfortable caregiver beds for extended periods—sometimes years.

What's in a name? A new campaign explores labels, liberation and legacy
Apr 25, 2024

What's in a name? A new campaign explores labels, liberation and legacy

WATCH: Unilever's powerful new initiative encourages women in China to defy tradition, shed sexist names and reshape their identity.

Times of India launches 'My City, My Art' challenge for World Art Day
Apr 25, 2024

Times of India launches 'My City, My Art' challenge for World Art Day

Participants are encouraged to unleash their creativity by reimagining their cities through artistic expression.

Young women with cancer say 'fucc it'
Apr 24, 2024

Young women with cancer say 'fucc it'

This new campaign by charity organisation Cancer Chicks aims to empower young women to break the barriers and not let cancer define their lives.

Having the balls to check: How a pregnancy test could save men’s lives
Apr 24, 2024

Having the balls to check: How a pregnancy test could save men’s lives

An Ogilvy-backed campaign’s 40-second ad features a pair of gonads — Tano and Nato — who take a pregnancy test and find out they are negative for testicular cancer.

Should Gen Zs make financial trade-offs to navigate this cost-of-living crisis?
Apr 23, 2024

Should Gen Zs make financial trade-offs to navigate this cost-of-living crisis?

This playful National Australia Bank (NAB) campaign by TBWA Melbourne suggests that Gen Z could improve their lot by making financial sacrifices.

Coca-Cola Spiced: How Coke rolled out its first new flavour in three years
Apr 17, 2024

Coca-Cola Spiced: How Coke rolled out its first new flavour in three years

Aly Hite, director of brand, sports and strategic partnerships for Coca-Cola Company North America, shares the inside story.

Saving water doesn’t have to mean extreme measures, says PUB
Apr 17, 2024

Saving water doesn’t have to mean extreme measures, says PUB

In collaboration with VML, this new campaign by Singapore’s national water agency is a reminder that even the simplest efforts can help to conserve water.

Times Power of Print throws down the gauntlet to ad agencies
Apr 16, 2024

Times Power of Print throws down the gauntlet to ad agencies

The work calls for entries for campaigns that will get more voters to the booths.

Canva makes an unbelievably good presentation...and brand film in Japan
Apr 16, 2024

Canva makes an unbelievably good presentation...and brand film in Japan

The work from UltraSuperNew taps iconic Japanese actors Takeshi Kitano and Gekidan Hitori in an suspenseful, funny and memorable hit that reinforces how Canva allows one to take care of business on their own.

Why brands are leaning into spoofing film genres
Apr 16, 2024

Why brands are leaning into spoofing film genres

Leaning into entertainment storytelling catches consumer attention while giving brands more creative freedom.

Lady Gaga’s latest Nurtec ad is out and fans have something to say about it
Apr 16, 2024

Lady Gaga’s latest Nurtec ad is out and fans have something to say about it

Lady Gaga talks about her personal experience with migraines in the latest Nurtec ad. However, her partnership with Pfizer has sparked backlash among some of her fans.

The Scott Calorie Absorber Pro converts a kitchen staple into a wellness tool
Apr 15, 2024

The Scott Calorie Absorber Pro converts a kitchen staple into a wellness tool

The clever campaign reimagines the humble drying towel as a mighty health supplement in a bid to tackle Malaysia's growing obesity epidemic.

Big Brother is watching you: Audible stages 1984 takeover of The Guardian
Apr 14, 2024

Big Brother is watching you: Audible stages 1984 takeover of The Guardian

George Orwell 'returns' to The Observer in new ad campaign.

Signs of light: Is fun coming back to adland?
Apr 14, 2024

Signs of light: Is fun coming back to adland?

The best reason to work in advertising should be that it’s fun, says Angus Tucker. Without it, advertising is just telemarketing.