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3 great ads I had nothing to do with #18: Kate Stanners on The Guardian, Guinness and Nike

Kate Stanners, creative partner at Saatchi & Saatchi, reveals three great ads she admires but had nothing to do with.

Kate Stanners is creative partner at Saatchi & Saatchi London, and she has worked on campaigns for Carlsberg, Visa, Toyota, Guinness, Kerry foods, HSBC, EE and T-Mobile since joining in 2005.

Previous to this, Stanners co-founded the creative agency BoymeetsGirl, producing work for clients including Disney, DaimlerChrysler, Interbrew, Channel 4 and London Zoo.

Before this, Stanners worked at St Luke’s as vice chairman and creative director, during which time the agency collated significant new business wins including Clarks Shoes, Sky, IPC, COI, Boots and Eurostar, and produced a collection of work that afforded the agency Campaign’s title of agency of the year.

Stanners was previously a board director and group head at Bates Dorland, where her clients included Bass Beer, Grolsch, P&O, Woolworths and Heinz. She spent six years at GGT, where she created award-winning campaigns for Cadbury Flake, Cadbury Creme Eggs, Wispa, Holsten Pils, Access (Mastercard), Nurofen, Lurpak, and Seconda. Stanners is a member of WACL and the RSA, and sits on the IPA Council.

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Kate's choices

Guardian "Three little pigs"

The Guardian’s 2012 campaign, its first for 25 years, examines the way in which the tale of the Three Little Pigs might be covered by the Guardian today.

In an ironic retelling of the fairytale, the Three Little Pigs’ brutal killing of the Big Bad Wolf launches a storm of public reaction, revealing how the readership contributes to the news agenda.

The campaign exposes the way stories develop as new facts emerge, and the effect social media has on news coverage and debate.

Guinness "sapeurs"

Diageo’s Guinness campaign stars the Sapeurs, the "society of elegant persons of the Congo" in the Congolese capital Brazzaville. The Sapeurs' integrity shines even brighter than their suits as they demonstrate that they are not defined by profession or prosperity, but by their resolve to be who they want, no matter the circumstances. 

Created by AMV BBDO, the campaign forms part of Guinness's "Made of More" strategy, which showcases extraordinary people from around the world. 'The Sapeurs' campaign, and an additional documentary about the men, won seven awards across several categories at the Cannes Lions Festival, including two silvers in the Film category, two bronzes for Non-Fiction: Film and Online in the Branded Content & Entertainment category and a further three bronzes in the Film Craft Lions category for Achievement in Production, Direction, and Casting.

Nike "Write the future"

This is one of the most successful Nike football campaigns. It it reveals how footballers have the chance to become legends during the World Cup.

The ad was directed by Alejandro Gonzalez Inarritu. Wieden + Kennedy, the creators of the campaign, were awarded The World’s Best Idea award at the 2011 New York Festivals International Avertising Award.

The campaign won other top awards, including Best of Show at One Show, a Grandy, and it beat Puma’s 'After Hours Athlete' to win the Film Grand Prix at the Cannes International Festival of Creativity. The campaign received more than 35 million views on YouTube.

About this series

In this series of short films, leading Thinkbox Creative Academy members have the tricky task of selecting just three TV ads that have inspired them: brilliant commercials, old and new, that they admire but had nothing to do with.

The idea is not only to explore some of our greatest ads in the company of people who know a thing or two about making them, but also because of the proven link between creativity and effectiveness encourage the advertising industry to even greater heights.

About The Thinkboxes

The Thinkboxes are the first awards to celebrate the UK's world-beating TV ad creativity, in all its forms, at regular way-points throughout the year. Created in association with Haymarket Brand Media (Campaign, Marketing and Brand Republic), these bi-monthly awards are judged by the Thinkbox Creative Academy; made up of over 200 advertising luminaries.

We hope you enjoy the films.

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