9th Edition
Welcome to the AHA! Newsletter, where we dive into standout campaigns from across Publicis Groupe, showcasing the creativity and insight that power our work. Each issue offers a window into the brilliant ideas and talent within our global network, delivering those moments when everything clicks—the AHA! moments that spark fresh inspiration and new possibilities.
Lucie
- Agency: Publicis Conseil, Paris
- Client: Institute Gustave Roussy
INSTITUT GUSTAVE ROUSSY’S "Lucie" campaign highlights the critical role of scientific advancements in the fight against cancer, with a powerful film released on World Cancer Day.
The film tells the life story of Lucie, a young woman whose rare cancer was discovered at 36 but ultimately treated thanks to medical progress.
Using only scientific imagery, like scanners and MRIs, the film beautifully emphasises the vital work of researchers, doctors, and specialists.
The poetic narration reinforces the message of hope, showing how advances in science have transformed deadly diseases into treatable conditions, saving countless lives.
Heritage
- Agency: Publicis Dublin, Ireland
- Client: Iarnród Éireann
IARNRÓD ÉIREANN’S "Tracks of Progress" campaign celebrates the 190-year legacy of Ireland’s railway system, paying homage to the enduring strength and evolution of its tracks.
The campaign presents a powerful one-shot cinematic journey, using a timeline motif to trace the tracks’ history from their inception in 1834 to the present day. The film not only highlights the workers who have tirelessly maintained and advanced this vital infrastructure over the years but also positions the tracks as a symbol of Ireland’s resilience and progress.
With a stirring voiceover bringing the timeline to life, Iarnród Éireann’s campaign honours its heritage while looking forward to a future of continued growth and innovation, reinforcing its pivotal role in keeping the country moving.
Only at McDonald's
- Agency: Leo Burnett UK
- Client: McDonald's
MCDONALD’S new "Only at McDonald’s" campaign in the UK brings the brand’s unique relationship with its customers to life through relatable, everyday moments.
The campaign focuses on the small rituals—like sharing gherkins or sneaking fries—that make McDonald’s a part of daily life. By centering on these quirky, personal behaviours, the campaign highlights how McDonald’s fits seamlessly into routines, reinforcing the brand’s connection to its fans.
With a minimalist visual approach, the films create an authentic, feel-good vibe that celebrates McDonald’s as a place where personal rituals thrive, making the brand feel closer to its customers.
Safe Space
- Agency: Leo Burnett Canada
- Client: Metrolinx
METROLINX’S "Safety is For All" campaign highlights Ontario's diverse transit riders and underscores the agency’s commitment to ensuring everyone feels safe on public transportation.
This campaign builds on Metrolinx’s "Safety is For All" platform, which began in May 2023. The regional campaign features a 30-second spot showing diverse individuals confidently commuting, from a flamboyant UP Express rider with a fluffy cat to sports fans peacefully sharing a GO bus ride.
With adaptations in French and seven additional languages, the campaign celebrates Ontario's cultural diversity, reminding everyone that transit is a place where they can be their authentic selves.