In this week's Top 5: Liquid Death's grannys, the return of ‘My Black Is Beautiful,’ and falling hard for Tinder.
The top 5 creative campaigns you need to know about right now
5. Netflix Argentina: Qué Mirá, Bobo?
In a fun (if belated) bit of culture hacking, Netflix Argentina and agency Isla created a Whatsapp chatbot that answers the question “Qué mirá, bobo?” (“What are you looking at, fool?”)—the phrase famously uttered by Lionel Messi at last year’s World Cup, as he stared down a Dutch opponent after their tense quarterfinal match. “Qué mirá?” can also mean “What are you watching?”—the bot is designed to give viewing recommendations, with a wink and a smile.
4. Liquid Death: Your Grandma’s Energy Drink
In the mood to see grandmothers giving you the finger, shooting fireworks from their posteriors, boxing each other silly, and spraying poop on haters? Look no further than the new Liquid Death commercial introducing a line of iced teas. No, this isn’t your grandma’s iced tea. (And those aren't real grannies.)
3. Procter & Gamble: Unbecoming
The agency Cartwright unveiled a beautiful spot as part of Procter & Gamble’s long-running “My Black Is Beautiful” initiative. Unlike prior P&G films such as “The Talk” and “The Look,” this one, titled “Unbecoming,” backs the My Black Is Beautiful haircare product line, designed for natural hairstyles.
2. Donate Life America: The Healing Dice
Agency: The Martin Agency
Most beautiful 3D craft of the week goes to Donate Life America and The Martin Agency, which created a set of handcrafted polyhedral “Healing Dice” for tabletop role-playing gamers—which have tiny hand-painted organs and tissues inside them. It’s a fun and relevant niche play, as the themes in TTRPGs—life, death, healing, selflessness, honor—mirror those in the world of organ donation.
1. Tinder: It Starts With a Swipe
Love never felt so good as in Tinder’s new global campaign from Mischief. The print work, illustrated by hyperrealist French artist Pol Kurucz, is colorful, provocative and inclusive. And the videos, directed by Los Pérez—particularly the fantastical :60—are irresistible. With this work, Tinder wants to move past its reputation for hookups. And we’re definitely feeling the long-term love here.