Sam Willard is creative director of The&Partnership’s content agency AllTogetherNow. Prior to ATN he worked at Isobar, AKQA and BETC London. ATN clients include Argos, iD Mobile and Virgin Money.
My Top Tips for Cannes
Channel 4 – We’re the Superhumans
4Creative definitely had their work cut out following ‘Meet The Superhumans’ from 2012, but the Rio trailer is a joy to behold. Inspirational, uplifting and immensely powerful, it was great to see them feature athletes and non-athletes alike. Surely going to win big this year.
Everyone’s seen this. It’s absolutely bonkers, but brilliant with it. Blows all other perfume ads right out of the water. Would have loved to have been in the room when this script was being sold in.
Spotify – It’s been weird/Playlists
Loved the smart way this campaign celebrated Spotify’s customers. Last year’s OOH campaign was a really clever and amusing use of data (below) – pulling out insights such as how many people played REM’s “It’s the end of the world as we know it” on Brexit vote day and telling them to “hang in there.” The campaign continued this year, even stronger – looking at people’s bizarrely titled playlists, such as “Sorry I lost your cat” and “Rap Caviar” with OOH and celebrity ads written around these titles. Lovely stuff.