022: MIK Museletter

We’re back with another edition of The MIK Museletter, a must-read for industry insights and creative inspiration.?

Top Of Mind?

It isn’t easy to capture the world’s attention. Meaning that sometimes in this pursuit of greatness, brands can get caught in the crossfire.?

The latest ad for Apple’s new iPad Pro caused quite a stir this week and not for the right reasons. Aptly titled “Crush” , it shows a range of musical and artistic paraphernalia being destroyed to promote the range of creative features of the new iPad Pro.?

The ad left audiences divided, with celebrities such as Hugh Grant taking to X to voice their distaste, calling it “A metaphor for what AI is doing to society.”

As a result, Apple was forced to issue an apology, with Apple Vice President, Tor Myhren confessing that they “missed the mark with this video, and we’re sorry.”

So, creative genius or corporate fluff??

We’ll let you decide.

What’s Got Us Talking?

Uncommon launches an impeccable first campaign for UK bank Monzo.

Let’s face it: no one likes talking about money… There’s a distinct feeling in your gut when you know you have to make that big painful transaction, when your balance is MUCH lower than you thought it was after a big weekend, or when you’re scrimping through the last of the leftovers in your fridge before payday.

That’s where Uncommon’s brilliant minds come in and introduce a 60-second film, directed by Marie Schuller, which aims to relieve those stressful moments and illustrate how much better managing money becomes when you bank with Monzo.?

The increasingly fast-paced content, just as thrilling viewed on a muted social feed as it is with the incredible sound design accompanying it, shows the ease of using the platform through a series of comparisons such as nails on a blackboard becoming fingers brushing against a harp, a broken toilet becoming a beautiful fountain and a tarantula on a bald head becoming a head massager.

Content is fantastic at cutting through the noise when viewed both digitally and physically, with its bright colours (happy) contrasted amazingly with more muted tones (sad!) and increasingly bizarre scenarios that capture your attention.?

Large typography representing MONEY or MONZO is constantly there to hammer home the concept. Look carefully too at the outdoor posters and you’ll notice a clever framing device on the imagery… squared corners for the ‘bad’ scenario and rounded corners for the ‘good!’ scenario.

Undoubtedly a clever nod at how digital banks and their native apps are taking over the traditional high street bank, with more than two-thirds of people in the UK now with a digital-only banking account. Checkout the amazing ad here.

Spotlight On MIK

This week we sat down with MIK’s UK Account Lead, Jemma Sutton .

1. What are clients looking for in a creative agency at the moment?

I think these days clients are looking for more insight-driven thinking and innovative ideas using emerging technologies. Collaboration and adaptability on projects is also important.?

2. You’ve been in the UK for two years now, how have you found the change?

Challenging but in a really good way! I’ve been pushed outside of my comfort zone and enjoyed the challenge of helping build and grow our UK & EU team and market presence whilst retaining our reputation and quality of work.?

It’s been really interesting and amazing to work across not only the UK but EMEA markets, learning about all the different market nuances and getting to meet and work with some amazing people on global campaigns. Also, cold. So very cold.?

3. What’s your proudest moment at MIK?

I have many proud moments at MIK, but one of my biggest would have to be producing a content series from scratch in partnership with Spotify & Diageo. It was a huge learning opportunity that gave way to some amazing results.

Outside of that, I’m so proud to see how far the company has come in the 5 years I’ve been at MIK, and to have played a small part in our global expansion. It’s truly a privilege to work with the creative talent we have across the globe.

4. What’s got you excited about 2024?

Well firstly, summer has FINALLY arrived in London, aside from that we have some really exciting campaigns and partnerships in the pipeline, and I can’t wait to see the UK/EU teams grow this year and beyond.?

MIK is a creative studio providing 360° digital services. Based in Australia, working worldwide.

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