The spot demonstrates the wide breadth of roles that come under the bracket of nursing, from mental health to district nursing to A&E and working with learning disabilities. The film does an excellent job of portraying the complexity of the nursing role today, caring for both the physical as well as emotional needs of patients.
ECD: Mark Elwood
Creative Directors: Hugh Todd, Lovisa Silburn
Director: Billy Boyd Cape
Production Company: Academy
The charity has ditched its “corporate” identity in favour of an all-encompassing rebrand that reflects its mission to create fair education for all.
The update was almost two years in the making, and required Teach First to “take a hard look at their brand”, says Johnson Banks. The charity wanted to move away from its previous style and embrace something bolder that would reflect its focus on tackling inequality and helping children reach their potential, while also conveying a “grittier, more direct tone of voice”.
The studio says the refreshed identity also needed communicate with a “bewildering array” of people, from graduates, teachers and headmasters to people considering changing career as well as government departments and corporate sponsors.
A new ITV print campaign, created by Uncommon, continues a campaign that asks us all to tune back in – but to our own living rooms instead of the TV.
The ads remind readers of the value of stopping to check in on someone, ask how they are, and take a moment to have a chat – even if this means pausing the football to do so. It’s surprising to see a broadcaster encouraging viewers to take their eyes off the TV, but it’s all part of ITV’s Britain Get Talking initiative, which hopes to persuade people to communicate more and improve their mental wellbeing. It follows on from a series of TV adverts showing well-known ITV presenters offering a moment of quiet, in which viewers can turn to one another and chat instead.
Creative agency Uncommon worked with the Guardian on its first brand campaign in seven years, which aims to highlight its reporting as a positive force for change.
The ad campaign centres around a butterfly, a symbol of both freedom and transformation. Bold, bright and stark, the posters place the focus on words and language, in an attempt to reinforce the sense of clarity and transparency that the Guardian aims to provide. Meanwhile, phrases like ‘Confused? Overwhelmed? Misled? That’s how they want you’, demonstrate an inevitably political slant, referencing other media outlets as well as politicians.
The butterfly allegory is brought to life in the accompanying campaign film by James Marsh, the Oscar-winning director behind The Theory of Everything. Here, the butterfly tirelessly bangs against a glass window in an attempt to escape to the outside world. As the lyrics of Anais Mitchell’s Nothing Changes solemnly sound out, the butterfly eventually bursts through the glass, where it joins a legion of others in freedom.
Opting to keep things simple but effective, Desigual hasn’t meddled with its typeface (which was already a simple sans-serif, resembling many of the more recent logo redesigns to surface lately). Instead, the Spanish clothing brand has opted to flip the whole logo altogether. While the ‘S’ in Desigual had already reversed, it has permanently flipped the remaining letters to match, so it now reads entirely in reverse.
The refresh is designed to mirror Desigual’s positioning as a brand that doesn’t follow the norm, from its outlandish clothing lines right down to its name, which literally means ‘different’ in Spanish. The logo redesign was launched as part of the label’s new Forwards Is Boring campaign, headed by Desigual’s in-house creative studio and Amsterdam-based agency We Are Pi. With the campaign also comes a newly redesigned website and a capsule clothing collection showcasing the new logo.
“The objective of the campaign, in addition to presenting the company’s surprising new image which makes it the first international brand to permanently rotate its logo, is to invite people to think. To make them feel awkward. To make them step outside of their comfort zones. Which is exactly what we’ve done,” said Guillem Gallego, Desigual’s CMO.
Though it might not seem like the most original approach, Desigual claims to be the first brand to permanently flip its logo – surprising given how obvious it seems at first glance. Some have responded with weak retorts on how the brand name is pronounced or indeed written in reverse, however it seems likely that these kinds of campaigns will engage consumers, rather than just confuse them. Plus, as such a recognisable name to so many, Desigual can evidently get away with it.
Repurposing ads like Lemon and Think Small, originally created by Doyle Dane Bernbach around the early 1960s, the designs preserve the playful tone used in the originals while putting forward VW’s new stance on sustainability. The campaign is the first by the brand’s newly enlisted US agency Johannes Leonardo, and marks a shift in focus to electric that’s as long overdue as its apology campaign.
As part of the effort to make amends with the public and redeem some of its reputation, VW has also released a film directed by Daniel Wolfe of Somesuch showing the car manufacturer going back to the drawing board. Titled Hello Light, the film is soundtracked by Simon and Garfunkel’s The Sound of Silence – an interesting choice given the song is probably more commonly associated with Alfa Romeo than VW, thanks to The Graduate.
On the whole, it does a good job of implying a sense of remorse while giving a nod to a time when VW – or at least the perception of it – was arguably at its most powerful. However, critics are still sceptical over whether it’s enough, particularly in the absence of one five letter word that begins with ‘S’.
In a bid to reduce its plastic footprint, Coca-Cola has transformed its classic branding into a recycling initiative as part of a new billboard campaign.
One of the oldest supermarket chains still running today, Sainsbury’s is toasting its 150th anniversary with a celebratory ad made in partnership with Wieden+Kennedy London. While Sainsbury’s Christmas spot fell a little flat and got lost among similar adverts telling similar stories, its anniversary film stands out as a vibrant celebration of a historic brand.
Creative Agency: Wieden + Kennedy
ECDs: Tony Davidson, Iain Tait
Creative Directors: Dan Norris, Ray Shaughnessy
Creatives: Florence Poppy Deary, Ruby Norman-Curren
Director: Noah Harris
Production Company: Agile Films
Executive Producer: Myles Payne