Adele has released the music video for “Send My Love (To Your Lover), the third single from her album 25, following “Hello” and “When We Were Young.” Shot in a London studio, the film splices layers upon layer of Adele singing and dancing against a black background. Film director Patrick Daughters explains the thinking behind the shoot. “Ghosts in this case are versions of ourselves that remain stuck at particular point in the past. So when Adele sings about letting go of all of our ghosts, I picture other versions of her that are in a different place than where she is now.”
Thomas Cook Airline has launched #CatsOnAPlane, a campaign featuring a team of furry testers trying out Thomas Cook Airline’s newly refurbished fleet. The animals were used to test the interiors of both Thomas Cook Airlines’ planes and those from sister airline, Condor, playing on the perception of them being creatures of comfort. The filming involved a 24-hour shoot with 10 cats – each with their own distinct personality – on an Airbus A330 and Boeing 767 at Manchester airport. Each short video features the cats exploring different areas of the planes, including Premium Economy for Thomas Cook Airlines UK and Business Class for Condor. The Thomas Cook Cats on a Plane campaign is designed to highlight the airline’s belief that customers “deserve better” when flying on their hard-earned holidays.
Star Trek: The Starfleet Academy Experience is an immersive exhibit by EMS Entertainment that will teach participants about the real and speculative science behind Star Trek’s fictional technology as they are “recruited” and “trained” to become members of Starlet. To launch the world premiere of the Experience at Canada Aviation and Space Museum, Acart Communications was selected to develop an immersive campaign using multiple tactics. It began with a mysterious, unbranded, “UFO” video that was featured on local TV news, and argued over on Reddit and social media. Next, the museum released an “intercepted transmission” of a Starfleet Shuttle in trouble. At the same time, an experiential installation of a crashed shuttle nacelle appeared in various locations, with two Starfleet science officers examining it with tricorders and two security officers guarding it. (Those curious enough to ask about it were handed metal cards with the campaign URL, joinstarfleetacademy.ca.) This scene was the subject of a front-page takeover on Metro Ottawa, with a news story entirely in Klingon (which one Redditor successfully translated). Next, a replica of Kirk’s Captain’s Chair toured malls and events, allowing the public to don a captain’s uniform and read authentic Kirk lines into a moderated Twitter feed, @jimmykirk2370. Finally, the main campaign creative was released on street-level posters and bus wraps. All creative was approved by the Star Trek intellectual property owner, CBS.
Rekorderlig’s Silver Skaters advertising campaign has won a Yellow Pencil at the D&AD Awards for Film Advertising Crafts / Use of Music for Film Advertising. Set on the frozen Torneträsk, a lake in Lapland, Sweden, the Rekorderlig Silver Skaters commercials centre on two skating brothers Henrik and Anders (named after Rekorderlig founders Anders Nanne and Henrik Dung), and their coach/singer Jarmo. The films depict a very pure moment in time, based in an unspoilt world which is stripped of technology with not a high rise office block in sight. The routine is complex, yet effortless, with all three men working together in synch to create a sequence which in its heart is intended to be quirky, yet Beautifully Swedish just like Rekorderlig. First launched in July 2015, the campaign was continued in 2016 with a shorter version, this time including a crowd of cider-drinking spectators.
Under Armour‘s tribute to Michael Phelps has won a Yellow Pencil at the D&AD Awards, for Film Advertising Crafts / Direction for Film Advertising and Use of Music. The Under Armour Phelps film is a last goodbye for an Olympic great — a personal story used to tell a bigger brand message. The film lets us see exactly what Michael Phelps has built his legacy on: a lifetime of going dark and becoming invisible, both literally and metaphorically — a lifetime of training in the relentless pursuit of sporting greatness. The film works towards the brand message “It’s what you do in the dark that puts you in the light.”