EE’s World Cup campaign tackles toxic masculinity
The campaign shows how sport can build community and protect boys from harmful influences online.
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Georgie Moreton is Deputy Editor at BITE for Creativebrief where she explores trends within the creative industries and contributes to writing imaginative pieces, interviews and hot picks. She has spent her career working in communications within the advertising industry and first began working in tech PR where she went on to specialise in adtech and martech which lead her into the wider creative marketing industry. From here she gained a passion for producing forward-thinking thought-leadership content and has since gone on to explore wider industry issues; promoting diversity, exploring environmental and ethical issues and advocating for women in the workplace. Georgie has a passion for all things culture and arts and is a frequent visitor of her local cinema; Genesis, where you can find her cosied up in the Studio screen to an arthouse flick or the latest blockbuster.
The campaign shows how sport can build community and protect boys from harmful influences online.
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The activation invites commuters to sample the brand’s ‘Pastry Toastie’.
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The campaign connects Brazil’s footballing heritage with Johnnie Walker’s ‘Keep Walking’ brand ethos.
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The summer iteration of ‘Love That’ builds on the success of the Gillian Anderson campaign.
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The ‘Asia just got closer’ campaign uses visuals and photography created using Artfair by Bria.
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The full-scale takeover aims to make the relaunch as a fan-led cultural moment.
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