This is an extract from The Drum’s A Week in Creative email briefing. You can subscribe to it here if you’d like it in your inbox once a week.
Welcome to ’A Week in Creative,’ a handpicked selection of the best campaigns to come out of The Drum’s Creative Works in the past week. Rebecca Stewart, The Drum's trends editor, is filling in for Imogen Watson until next week.
This week’s top picks include another instalment of Apple’s ’Shot on an iPhone’ and Virtue’s first work for Ikea.
Ikea’s ode to the new normal
This week saw Ikea unveil its first work from Vice’s in-house ad agency Virtue. Directed remotely during lockdown, the ad encapsulates the relationship between families and their homes. And it doesn’t shy away from lockdown. Instead, it seeks inspiration – a subtle ode to the new normal – showcasing how Ikea’s products can help create wellbeing at home.
Sweaty Betty’s first work from And Rising
And Rising’s first campaign for Sweaty Betty captures the joy of the product experience – the fabrics, patterns, fit and the empowering feeling you get when wearing them – to translate that brand love to women everywhere.
The spot was directed by Fenn O’Meally, Smuggler, and features model and Pilates and wellness coach Isa-Welly Locoh-Donou.
Apple’s ‘vertical cinema’
Apple has unveiled another version of its ‘Shot on an iPhone‘ campaign, in which a journey through cinematic history is re-imagined for the vertical screen in Damien Chazelle’s ‘The Stunt Double‘, a short film shot, of course, on iPhone 11 Pro.