Newsletter
Paralympics, Škoda, 'Explore Uranus' and More Great Work From Europe
Our weekly selection of continental delights
We’re kicking off with telecom Orange in France and Publicis Conseil. Titled “Quand on aime le sport, on aime le sport” (When you love sports, you love sports), the work depicts the Rio 2016 men’s T13 1500m final for both the Olympic and Paralympic games. That year, the first four Paralympic athletes beat the Olympic winner’s time. Suffice it to say that there’s a lot of great athleticism happening on the Paralympic side that sometimes even outdoes its flashier Olympic sibling. Don’t miss any of it.
Škoda has a deep relationship with cycling. In the U.K., its “Ride With Me” campaign employs Olympian Elinor Barker to get more women out on their two-wheelers. This is a social-first initiative, designed to generate contact among friends—and friends of friends— so everyone can hit the road together. Though it must be intimidating to be some nice ordinary lady taking a ride out alongside your hyper-athletic chum who doesn’t seem to ever remove her elite cycling gear. Work by Leo Burnett U.K.
Remember tramp stamps? They’re back and on a mission! During the Swedish music festival Way Out West, BBDO Nordics opened a pop-up tat parlor where people could get “tram stamps” to show they’re turning their backs (har!) on fossil fuels. The design shows an old-school tram framed by modern tribals, like the tattoos we once knew and loved.
The campaign insight springs from the knowledge that Gen Z likes dressing the way millennials did when MTV was playing Gwen Stefani, I guess. Anyway, it worked. The tat shop was the most visited event space during the festival, with artists churning out one pic per minute.
Charming in an understated, almost sleepy way, Guinness makes its Premier League debut with its largest global campaign. Meet the small island of Eriskay in Scotland, which is one of the trickiest places to play “the beautiful game.” Ten percent of the population plays for the local soccer team. The ad features actual islanders, including players and pub owners. Work by AMV BBDO.
Last on our roster: This isn’t your grandma’s tourism ad. Or is it? We don’t know your grandma. Netherlands-based adult retailer EasyToys gives you “Explore Uranus,” an invitation to become an “asstronaut,” created by Officer & Gentleman. A plethora of visual metaphors serve to invite people to break the butt-play taboo. “Because the last great frontier … is in your rear.” The work went live internationally for what the brand’s calling “Anal August.”
Angela Natividad is the European markets editor at Muse by Clio. She also writes about gaming and fashion, and whatever else she’s interested in, really. She’s based in Paris and North Italy, so if you’re local, say hi. She might eat all your food.
