This story was beforehand revealed at an earlier date.
Jealousy, in terms of envying the nice work of others, is to not be frowned upon. As a substitute, let’s have fun.
ADWEEK’s annual Jealous Checklist isn’t a sinful endeavor, however relatively a joyous assessment of a few of the finest work that occurred all through 2024. We requested quite a few creatives to inform us their favourite work of the 12 months, however with the catch that they didn’t make it, nor did it come from their company.
This 12 months’s hottest is the splendidly weird and darkly comedian Lynx “Energy of Perfume” marketing campaign, in addition to Disney’s “The Boy and The Octopus,” however you’ll additionally discover award winners and hidden gems among the many entries from our big selection of company creatives. Word: some entries have been edited for area.
Try editions of The Jealous Checklist from prior years: 2023 |2022 | 2021 | 2020 | 2019 | 2018
Lynx, “Energy of a Perfume“
Company: Lola MullenLowe
Vince Soliven, government artistic director, Copacino Fujikado:
It’s much less like a industrial and extra like a brief movie. You don’t simply watch it; you tumble into it, like a kind of barely deranged indie flicks your mates insist will “change your life” (and often don’t). This one, although, truly delivers. The plot veers off in methods you would by no means predict, like Man Ritchie and Jared Hess had a child and determined to boost it on a weight-reduction plan of twisted, darkish comedy. And the characters? They’re the type you may’t neglect, just like the stranger who tells one too many TMI jokes at a celebration. Watching these movies makes me—a part-time shopper—hate promoting rather less.
Gordy Sang, co-founder and co-CCO, High quality Meats:
I’m not a heavy physique spray consumer, however the brand new batch of Lynx spots made me consider using it. Kidding, I’d by no means. However I did actually take pleasure in the brand new “Energy of Perfume” marketing campaign. Usually, it’s a really treaded class and infrequently giving off a little bit of a “doucharino” vibe. These made non-aspirational characters, together with a lifeless human corpse, “aspirational” in a really darkish and enjoyable means. Sure, I’m jealous of the execution, storytelling, and craft, however actually, I’m most jealous that they have been capable of get the consumer to purchase the concepts.
