Work we loved in Feb (and a bit of March)

Sometimes we like to write big, long blogs full of research and ideas and opinions. Sometimes we want to look at a bunch of campaigns and share our favourites. Guess what mood we’re in today.

Here are our top five from the last few weeks. 

Molson - See My Name

First up: some of my favourite brand work ever. Who'd have thought a Canadian beer company would manage to give me, a sober woman in Australia, chills with an ad about hockey.

Traditionally, hockey jerseys have the player's name at the top, and sponsor logos down the bottom. But the ponytails of the women in the Professional Women's Hockey League often covered their own names.

Molson has opted to swap spots on the jersey, happy to hide their logo under the hair to spotlight player names instead, stating they are now a "Proud hidden sponsor of the PWHL." Phenomenal.

Manscaped: The Boys

How does one sell a product designed to trim ball hair? By personifying the balls, of course. 

This cheeky campaign, fondly dubbed ‘The Boys’, uses humour to tackle the issue of groin grooming, while remaining safe for broadcast. Creative directors Julie Rutigliano and Fernando Passos have claimed the story of one man’s slowly more uncomfortable day is actually a love story between a man and his ‘boys’, aiming to help Manscaped change the way people think about…well. Ball hair. 

The Iconic: Got You Looking

Whimsical isn’t exactly the first word many associate with The Iconic, traditionally known as a cool online retailer of the clothes everyone in your office seems to own except you. But we can’t escape their quirky new campaign lately, which uses imagery such as a fairytale-esque tree, a sparkly shower, and lipstick for breakfast to catch and keep attention. 

Aveo: Find your together

We love a heartstring tugger. Aveo’s Find Your Together campaign follows the life of a woman born in the 1950’s as she experiences milestones alongside her community. Starting school, getting married, having a child, socialising with friends, and finally finding community again in older age at an Aveo retirement village. It’s so warm and fuzzy I’m debating retiring at 31 to join them. 

Laser Clinics: The Science of Feeling Good

You know the feeling when your legs are so smooth you spend all day rubbing them together like a cricket and telling your friends to touch them? Laser Clinics has tapped into that confidence with a campaign that makes a dramatic shift from the industry’s typically functional advertising to something more aesthetic and emotionally driven. Sure, montage manifestos are common. But there’s something about this one that hits. It doesn’t feel tied down stylistically and uses talent from different age groups, backgrounds, and gender identities to show that confidence manifests differently for everyone. Emphasis on the ‘everyone’.

Plus, some standalone social bits we're into.

We love a campaign, but as brand builders, we know that your everyday content is just as important. So here are some sick social bits we've saved and shared lately.

That's all folks! Happy scrolling.

Ps. We've got some very cool campaigns bubbling in the background at Willow & Blake right now. And by 'bubbling' we mean we're living, breathing, eating, and sleeping campaigns. Stay tuned. Or get in touch to chat about a campaign of your own.