3 recent projects that sparked our creative flame
3 recent projects that sparked our creative flame
Things have been moving in full swing at Advance lately: with new clients coming in and plenty of campaigns rolling out, we’re moving into summer with a momentum that’s got us grateful for the extra hours of Scandinavian daylight.
We took a break from the bustle to look back at some recent projects that we’ve loved working on. And while we’re not picking favourites, here’s three campaigns that gave us the opportunity to tell relevant stories and reach audiences in a way that our teams can be proud of.
BY & HAVN
In our recent work for Udviklingsselskabet By & Havn—a Danish organisation that focuses on city development in and around Copenhagen— we went on a mission to show all the ways in which Ørestad is a vibrant neighbourhood to live, work and spend free time.
“Since Ørestad was developed 20 years ago, people from other city districts have perceived the new neighbourhood to be cold, isolated, and that there’s nothing to do,” explains Michael Sten, Creative Director. “But when we started up with the project, our insights showed that the people who actually live in Ørestad are very proud of this part of the city.”
Michael explains that they channelled this internal pride in the campaign and leveraged it through recruiting a cast that consists mostly of people from Ørestad. “Who better to tell that Ørestad is a great place to live than the people who actually live there?” he remarks.
Through involving locals, we were able to directly engage with the Ørestad community to deliver a message that shines an authentic and positive light on the new neighbourhood. It’s a great example of how combining a strategic approach with a creative, personal touch can help tell a genuine story that’s powerful enough to change perceptions.
THE LEGO GROUP
In the Advance LEGO department, we spend a fair amount of time talking to fandoms—especially when we’re launching sets tied to cultural heavyweights like Harry Potter, Lord of the Rings, and Jurassic World. Case in point: our recent Jurassic World launch, for which we put our nerdy Jurassic fan minds together to create a campaign that’s bursting with references, tropes and obscure Easter Eggs.
“We wanted to create a love letter to fans by tapping into the fun memes and film tropes around the IP and creating a short film with as many of those little nods as possible” says Trudy Follwell, Creative Director. “While the iconic props and costumes are the easiest to recognise, we also included some deep-cut references that only the biggest Jurassic fans might pick up on. We even included an ‘accidental’ hand cameo as a nod to an alleged filming mistake from back in 1993!”
Through adding in references for nostalgics, film lovers and deep-nerds alike, the Jurassic World launch let us excavate a campaign fit for an entire community of fans and goes to show how a story cleverly told can speak to multiple audiences at the same time.
SIGNIA
When we helped Signia—a hearing aid brand by WS Audiology—introduce their new Integrated Experience technology platform, we wanted to go beyond the traditional understanding of what hearing aids can do through a campaign highlighting ‘the power of conversation.’
“Conversation fuels connection, and our ability to hear conversations affects our ability to contribute within our communities,” says Chris Calvert, Copywriter & Concept Developer. “To show the real-world difference that these opportunities for connection can have on people’s lives, we developed unique personas of hearing aid users—each with their own characteristics and backstories—to drive the storyline for our campaign.”
“Even though these stories weren’t explicitly included in the end result, it added a level of realism and made the characters relevant in a way that the client really appreciated,” Chris continues. “It’s a good reminder to be as idealistic as possible when starting out with a creative concept and to stay true to your message, even when there are roadblocks along the way.”