whiteGREY Sydney’s Volvo Living Seawall is one of the campaigns that wowed at Cannes Lions this month, helping Australia to reach #5 in the country rankings. Joe Hill, ECD, whiteGREY Melbourne and Garret Fitzgerald, ECD, whiteGREY Melbourne took time out to applaud 3 new campaigns that appeared in June. One of these is Baker of Beirut.
DDB Sydney’s Baker of Beirut – and its predecessor, Ari, are brilliant examples of human stories. Damn, they’re powerful. Both were difficult stories to tell impactfully, and difficult also to tell in an advertising context. As it turns out, neither could have been told better.
Here’s Hill and Fitzgerald’s view of Baker Of Beirut and two other ads that wowed them:
Thanks to Cannes, June is one of the more inspiring times of year in adland. As the lions were being handed out in the South of France, there was more great work coming down the line.
Virgin Trains – Very Fast Chair (by Anomaly)
An analogy dialled up to 11 to create something as awesome as it is ridiculous. Very Fast Chair goes all the way, and seemingly gets away with it all. As the spot builds you can’t help but be more entertained, and more aware of how convenient a train actually is.
If you’ve ever invented something “genius” that already exists, you’ll appreciate the comic genius of this spot. Great writing, voice talent and craft all combine for something you want to watch more than once.
As for the fish tank at the end – perfect.
Apple – Introducing Voice Control
https://www.youtube.com/watch?v=aqoXFCCTfm4
Speaking to a device isn’t new, but being able to control everything your Mac does with your voice is epic. Accessibility emerged as the most important new lens on life-improving creative work at Cannes this year. For us, Apple’s achievement, and its capacity to improve the lives of millions, sits in the same incredible space as the Grand Prix winning work for Ikea and Google.
Westpac – Baker of Beirut (DDB Sydney)
https://www.youtube.com/watch?v=Qm6RGU0tRb0
Following on from the recent separation spot, this is another Westpac example of an emotional story beautifully told. From the writing to the Steve Ayson direction and the Amy Shark rendition of Because I Love You, there’s a lot to love about it. Touches like the handprints forming the bakery logo and the stethoscope as a link between father and daughter are just a few examples of the level of craft. It’s not surprising that it has moved so many people.
