Smuggler's 10th birthday, celebrated last year, brought more of the great, varied work that
this shop is known for -- from old directors and new.
Guy Shelmerdine, one of Smuggler's first signings, made us smile with this adorable spot for
Weetabix, created out of BBH London, positioning the breakfast cereal as "Fuel for Big Days,"
with Mom, Dad and son all competing to see who had the hardest day ahead of them.
Meanwhile, Filip Engstrom brought colorful magic to the suburbs, with this happy, energetic
spot for Target's spring collection out of Wieden & Kennedy. He even gave Axe's trademark
T&A approach a creative twist with "Office Love," which anthromorphized key parts of the
human body to show that in the end, it's actually the women that are objectifying men -- but
did so in the sweetest way possible.
The newly signed Tristan Patterson was given the job of working on 72andSunny Amsterdam and Benetton's
newest campaign, titled "Unemployee of the Year." The socially minded company wanted to
find out-of-work young people who wanted to change the world, and Mr. Patterson directed
the noticeably Occupy Wall Street-flavored anthem film to promote the campaign, which
focused on four young people with extraordinary dreams.
Also for 72andSunny, Henry Alex-Rubin worked on the brutal "Sport Doesn't Care" spot for
Samsung for the Paralympics, highlighting the intense routines that the games demand from
paralympian athletes, showing that the events do not play second fiddle to the Olympic
Smuggler also made a huge splash on the Broadway stage this year, with its musical adaptation of Oscar-
winning film Once for Broadway. Winner of 11 Tony Awards including Best Musical, the show
landed co-founders and executive producers Brian Carmody and Patrick Milling Smith on our
2012 Creativity 50r.