Kate Stanners in '3 great ads I had nothing to do with'

A few words about Kate

Kate Stanners is the Chairwoman and Global Chief Creative Officer 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.

Kate’s choices

The 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. Directed by Ringan Ledwidge, the commercial is an insight into the Guardian's practice of open journalism that explores the ways in which people respond to news in the digital age.

The campaign won a 'yellow pencil' D&AD design award for TV & Cinema Advertising, The Grand CLIO award, The Eurobest Awards, Business Insider's 10 Best Ads of 2012 and The British Arrow Craft Awards.

  • Agency: BBH
  • Creative: Matt Fitch/ Mark Lewis
  • Production Co: Rattling Stick
  • Director: Ringan Ledwidge

Guinness: Sapeurs

Diageo’s Guinness campaign stars the Sapeurs, the ‘society of elegant persons of the Congo’ in the Congolese capital Brazzaville. The Sapeurs are ordinary working men, who, after a day’s work, transform into refined gentlemen in vibrant suits, braces and hats. Smoking cigars, they show off to adoring onlookers in a local joint to the soundtrack of ‘What Makes a Good Man?’ by the Heavy. Their integrity and character 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 Sapeurs, 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.

  • Agency: AMV BBDO
  • Creative: Nicholas Hulley/ Nadja Lossgotts
  • Production Co: MJZ
  • Director: Nicolai Fuglsig

Nike: Write The Future

"Write the Future" is one of the most successful Nike football campaigns, and it reveals how footballers have the chance to become legends during the World Cup. It envisages the glittering futures of football stars such as Wayne Rooney, Christiano Ronaldo and Didier Drogba, as they attempt to give the performance of their life on the world stage. 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.

  • Agency: Wieden + Kennedy, Amsterdam
  • Creative: Mark Bernath/ Eric Quennoy
  • Production Co: Anonymous, Independent
  • Director: Alejandro Gonzalez Inarritu

You might also like
Thinkboxes jan feb 2023 shortlist

The January/February Thinkboxes shortlist

TV’s winter warmers from AJ Bell, Dogs Trust, McDonald's, NHS England and Secret Escapes. Watch them all right here.


Breaking ads

We update this gallery weekly with a collection of the latest and best ads breaking on TV.


Havas wins TV creativity award for Asda

With the help of a cheeky tall elf, Havas London and Asda take home the trophy for the November/December Thinkboxes award