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Tennent’s dreams of Scotland’s World Cup
The campaign celebrates Scotland’s participation in the men’s World Cup group stage for the first time in 28 years.
Three Things on a Thursday: Inclusion, learning and celebration
BITE’s fortnightly round up of the most read articles on the Creativebrief platform sheds joy on inclusive marketing.
Georgie Moreton
Deputy Editor, BITE CreativebriefAs the days are getting longer, summer marketing campaigns are starting to shed light and joy amid glum news cycles.
Whilst it is easy to get swept up in polarising headlines, at the IPA’s Talent and Diversity conference, Ogilvy UK’s Director of Consumer Equality, Shelina Janmohamed, shared: “This is a moment of optimism,”.
In a session uncovering research from the Unstereotype Alliance that proves inclusive advertising is not only good for society, it is good for the bottom line, Janmohamed pointed to passion as a driver of change. We are living in a time where there is a surplus of research underlining the power of marginalised markets. In short, inclusion is good for business.
With joy, openness and positivity, the marketing stories that shone through on BITE this week uplift the stories of people and communities.
Channel 4’s marketing chief on why a first isn’t enough
Speaking at the IPA’s Talent and Diversity Conference, Amber Kirby, Marketing Director at Channel 4, lifted the lid on Channel 4’s Paralympics learnings.
Through listening to feedback and being open to testing and learning, Channel 4 has increased viewership of the Paralympic Games and successfully challenged the narrative surrounding disability.
“Change is a long journey, it does not happen with just one thing,” explains Kirby. It is an approach that underlines the very best marketing leaders recognise that creating industry-leading work is forever a work in progress.
The broadcasters' long-standing commitment proves the importance of playing the long game.
- Channel 4:
- Click here to read
Trans+ History Week returns with a campaign that underlines Trans+ people have ‘always been here, and always will be’.
Trans+ History Week returns in its second year with a campaign from Smarty Pants Consultancy and Uncharted Studio that underlines Trans+ people have ‘Always Been Here’.
A series of creative executions boldly and unapologetically bring Trans+ history into the public domain to showcase that Trans+ people have been important innovators and world-changers throughout history.
Working with 100 members of the Trans+ community from across the UK to help steer the creative development via The Diversity Standards Collective, the campaign delivers its message with accuracy and authenticity.
“For so long, our stories have been hidden or distorted. This campaign changes that,” says Marty Davies (she/they), Founder & CEO of Trans+ History Week CIC and founder of Smarty Pants Consultancy.
The campaign aims not only to educate the public but also to empower Trans+ people to reclaim a legacy that has too often been denied.
- Trans+ History Week X Smarty Pants Consultancy X Uncharted Studio:
- Click here to read
Virgin Atlantic continues to embrace openness and positivity
In the afterglow of its ‘See The World Differently’ campaign, Virgin Atlantic returns with a joyous spot from Lucky Generals that celebrates the places the airline can take you.
The inspiring words of memoirist, poet, and civil rights activist, Maya Angelou, bring to life the brand's ethos as the uplifting work acts as a celebration of the world around us and the people within it.
“When the world seems full of clouds, we need Maya Angelou to remind us how powerful it is to be a rainbow,” says Joe Stamp and Tom Prendergast, Creative Directors at Lucky Generals.
Working once again with The Diversity Standards Collective to ensure authenticity and represent the diverse people that make up Virgin Atlantic’s customers and crew, the campaign embodies the airline’s spirit of openness, positivity and optimism.
- Virgin Atlantic X Lucky Generals :
- Click here to read
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