TBWA\Media Arts Lab created a Black History Month campaign on Instagram for Apple that provided a daily showcase of more than 30 Black photographers who documented life in their hometowns, and now their work has been combined in a "Hometown" video from Black filmmaker Phillip Youmans. The push includes out-of-home ads across the US, including billboards in each photographer's hometown.
D/CAL created a 90-second spot for Gucci that spotlights the brand's limited-edition collection in partnership with designer Tommey Walker's Detroit Vs. Everybody streetwear brand. The spot shows Walker explaining the ethos behind Detroit Vs. Everybody and how the Gucci collaboration is bringing 10 other cities into the clothing line, and the campaign includes a mural by Detroit artist BakPak Durden.
Google's plans to stop allowing ad tracking tools in 2022 yielded mixed reactions in the ad world. Invoca CEO Gregg Johnson said it will push brands to use first-party data, calling Google's plan a "wake-up call for marketers to break their third-party data addictions," while Flashtalking CEO John Nardone says Google is "unilaterally trying to define the privacy standards for the internet."
Banfield Agency created a 90-second "Human Trafficking Isn't What You Think It Is" public service announcement for Public Safety Canada that's set to "The Party's Over" by Billie Eilish. The ad tells the story of a young couple with the woman eventually being sold by her boyfriend, and the "Uncontained" campaign directs people to a hotline and website to find out more about the issue and report it.
IPG Mediabrands is hosting an Equity Upfront on March 15 to showcase media owned by and targeted toward Black people, including BET Network, Urban One, Allen Media Group/Entertainment Studios and Essence Communications. The upfront will highlight offerings across TV, digital, print, radio and streaming.
Edelman UK, with Foreal, created a "Fifty Fifty" Instagram Stories card game for IKEA to mark International Women's Day that's designed to spark discussion among couples and housemates about gender inequality when it comes to chores and unpaid care in the home. The game is available in 26 markets, and IKEA's Peter List explains, "The impact of the COVID-19 pandemic has amplified existing gender inequalities, and empowering women in their homes has never been more important."
Mother L.A. created a hardcover "Don't Cookbook" for Postmates that's already sold out in its limited-edition run and features recipes with QR codes that enable readers to order their chosen dish via the delivery app. The brand is donating a portion of sales proceeds to nonprofits helping restaurant workers during the pandemic, and the book also includes puzzle pages to occupy people as they wait for their Postmates delivery.
Agencies such as Dagger and Jellyfish have restructured management hierarchies, development initiatives and promotional pathways to attract and retain talent as the pandemic has transformed work. "This last year has challenged us to think in ways we haven't before. ... People want to be themselves without compromise," says Dagger's Christofer Peterson.
Barbarian's Resh Sidhu tells the story behind the agency's campaign for Biden for President that took the animated "Votey McVoterson" to swing states. "We fought the same-ness of political messaging and the strangeness of the times by leaning into the bizarre and bringing some much-needed joy," Sidhu writes.
Influencers can be put off from collaborating with your brand due to unprofessional behavior from marketing managers, uninspiring content or inconsistent payments, writes Refersion's Raj Nijjer. Build trust with influencers by emphasizing that you prioritize authentic content, treating them like part of the team, creating a seamless onboarding experience and finding ways to say thank you, beyond their pay, Nijjer recommends.
- Page 1