3 recent projects that sparked our creative flame

3 recent projects that sparked our creative flame

One of our favourite traditions here at Advance is bringing the entire agency together for communal breakfasts on Friday mornings. And while the coffee, chats and ‘wienerbrød’ (pastries) are a definite plus, the real highlight is getting to listen as our fellow colleagues present some of the projects that they’ve been working on recently. 

It’s during these Friday Updates that we get to hear the inside scoop on how campaigns were developed from start to finish, and whether it’s learning what sparked a creative approach to hearing stories from on-set, our colleagues never fail to leave us feeling inspired for the week ahead.

To share a dose of Friday inspiration with you, we’ve ducked into our latest archives and caught up with our colleagues to round up 3 recent campaigns that sparked our creativity.

Rexton: ‘Every voice matters’

What’s it about? 
Rexton’s new hearing aid platform features a technology that allows users to keep track of several voices simultaneously—even in noisy environments, and even when those speaking move around. We built a campaign around the concept ‘Every voice matters’ to show how Rexton helps hearing aid users to effortlessly follow the conversation and play their part in it.

“Collaboration always matters, and we worked closely together with the client from start to finish.”

Here’s how it inspired us 
For creative directors Fergus Kenny and Sune Bjørn, what made this project really stand out was the chance to develop an emotional and benefit-driven concept in an industry where a more technical approach is the norm. “We took the opportunity to highlight what a difference this technology can make for users in their day-to-day lives,” says Fergus.

The creative duo also got the opportunity to help with naming the new hearing aid platform, which resulted in the name Rexton Reach. “Collaboration always matters, and we worked closely together with the client from start to finish,” says Sune. “There was a lot of positive energy throughout this entire process which made the project extra rewarding.”

Finally, Sune and Fergus share that consistent teamwork was key to bringing the campaign smoothly over the finish line. “Everyone worked hard to keep things moving forward, and our film department pulled out all the stops,” says Fergus.

Johnson & Johnson: ‘Your baby is a natural’

What’s it about?
To help Johnson & Johnson launch their new range of hypoallergenic, perfume-free products, we developed a campaign that focuses on nurturing the natural, unique traits that each baby possesses from the day they are born. 

Here's how it inspired us:
For concept developer, art director and photographer Raluca Stroe, working on a campaign where babies take centre stage was unpredictable, spontaneous, and ultimately very rewarding.

“Just picture babies in diapers, crawling on the grass in a serene countryside garden, while an entire film crew lies still around them, on the hunt for the perfect shot.”

“Our concept revolved around celebrating babies’ unique, or natural traits, so we wanted to create a space on set where the babies could act and move freely. But babies’ actions are hard to predict, so we were constantly adjusting and improvising. Just picture babies in diapers, crawling on the grass in a serene countryside garden, while an entire film crew lies still around them, on the hunt for the perfect shot. I was most inspired by the entire film crew’s patience during this process. It was enjoyable, heartwarming, and impressive all at the same time.”

Movia: ‘For all of us’

What’s it about?
Since winning Movia as a new client last year, we have helped the Danish mobility company develop a brand platform and tone-of-voice, produce brand films, and design a new CVI (corporate visual identity). We are continuously working with Movia to create campaigns focusing on sustainability, leisure experiences, local offerings and more through the brand narrative “Movia – for all of us.”

“The brand film that we created conveys a commitment for Movia to be there for people and contribute to a more inclusive, sustainable society.”

Here’s how it inspired us 
Creative director Michael Sten reflects on how a strong focus on an ‘us-culture’ has been a highlight of developing a new brand narrative and carrying out ongoing projects with Movia. “Through focusing on a people-first approach in our core storytelling, we give a human face to Movia which differentiates them in the market and emphasizes their promise to reach further so that more people can come along for the ride. The brand film that we created is a tribute to this, and I am especially proud of how we were able to give all passengers a unique story in the video. It conveys a commitment for Movia to be there for people and contribute to a more inclusive, sustainable society.”

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