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Welcome to A Week in Creative, your one-stop shop for creative news. This is an extract from The Drum Creative Briefing, which you can subscribe to here if you’d prefer it in your inbox once a week.

As part of The Drum’s new Creative Works round-up, each week we celebrate the 10 best ads from our Creative Works section, asking our readers to vote for their favorite.

And so, the pick of this week is Guinness’s ‘Welcome Back’ by AMV BBDO that artfully demonstrated that pints are all around, even when the pubs were shut. To mark the campaign, The Drum’s editors picked their favorite Guinness ads of all time.

 
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From TV films to viral videos, in-game experiential activations to celeb collabs, over the years marketers have endeavored to find ingenious ways of capturing the joy of gaming beyond just showing gameplay. But what is the best gaming ad ever?

A simple enough question, you might think, but it turns out a lot of people have a lot to say on the matter. As part of The Drum’s latest deep dive, we tasked a few top creatives with telling us all about their favorite ever gaming ads.

 
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When McDonald’s announced ‘The BTS Meal’ back in April, the ‘Famous Order’ launch blew up on social media – trending number one in the US and number two globally.

This week it finally served up the ‘Famous Order‘, much to the delight of the BTS Army. It marked the launch of a commercial that stars the famous K-pop boyband, with their new single Butter as the backdrop. It has also created four weeks of dynamic in-app content for customers, which it claims is the ‘first of its kind’, plus a line of streetwear BTS-branded merch. 

 
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Pepsi has been making itself very clear lately as it claims its fizzy drink goes better with burgers than rival Coca-Cola. And much like Burger King, the challenger brand has shown it knows how to have more fun.

To commemorate #NationalBurgerDay on May 27, a simple but effective execution from Pepsi features packaging from fast food joints Burger King, McDonald’s and Wendy’s, and circles where the Pepsi logo coincidentally appears – all to illustrate that its drink naturally goes with burgers.

Pepsi
 
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One year on from the murder of George Floyd, photographer and founder of 56 Black Men, Cephas Williams, and Mind in Hammersmith, Fulham, Ealing and Hounslow have teamed up with out-of-home media owner Clear Channel to promote a message of hope for the future from young Black boys in the community.

Inspired by Letters to Zion, the collection of letters forms ‘The World I Want to See’ from eight boys, who each wrote an open letter to the future detailing the world they hope to see when they grow up. The campaign features alongside portraits of the boys themselves in the OOH campaign.

8 Black Boys
 
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Apple has produced an eye-opening representation of the intrusions that pass unnoticed in our everyday lives by reimagining app trackers not as nebulous digital algorithms, but the flesh and blood cashiers, waiters and tradesmen with whom we place our trust.

Positioning Apple as a paragon of virtue in a cutthroat digital ecosystem, Tracked coincides with the new App Tracking Transparency functionality in iOS 14.5, which seeks to redraw the balance of power between technology firms and individuals, as well as reframe a complex issue in a simple visual manner.

 
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For more creative news, please visit The Drum’s new creativity hub on the website or drop in at The Drum’s Creative Works – the home of creative from all around the globe. You can also subscribe to The Drum’s creative newsletter or browse our round-up here.?