Trend

Uniting A Divided Nation With A Sausage Roll

With the launch of the Vegan Sausage Roll, Greggs fundamentally changed the food conversation and brought people of all diets together behind the milestone vegan innovation.

By Alex Clough, Splendid Communications

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Driven by Intuition

For its latest ad Lexus trained Artificial Intelligence to tell the story of the AI in the car. From script to final edit, here’s what happened when the brand relinquished creative control to the machines.

By Matthew Bamford Bowes, The&Partnership

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Christmas at John Lewis

Everyone knows the John Lewis Christmas campaign, but not everyone knows the story of the strategic thinking behind it.

By Martin Beverley, adam&eveDDB

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Treat myself? Oh go on then

Indulging has historically been considered as both frivolous and childish. But our social listening tool told us that as a result of demanding lifestyles, people are increasingly spending money and time on “kidulting” experiences.

By Jocelyn Turlan, RPM

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Palm oil and Christmas

We took an unusual approach for Christmas 2018, to spread the message of destructive palm oil by an unconventional method, whilst meeting multiple objectives for two very separate organisations: Greenpeace and the supermarket Iceland.

By Marcus Watson, Mother London

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Beauty Without Judgement

There is no quick fix to such a complex cultural issue as beauty cyberbullying, but brands like Rimmel London have the opportunity and responsibility to play their part in creating positive social change.

By Nick Docherty, BETC

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Demystifying Male Grooming

As a result of the selfie generation’s interest in personal appearance, or simply an overall increased interest in wellness, the male grooming category is booming. But for most guys, it’s still a bit of a mystery.

By Stuart Wood, Missouri Creative

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Dodging the pitfalls of personalisation

Long before the Cambridge Analytica scandal broke, people were starting to find the pervasiveness of personalised ads a little unsettling. The public are wary and brands need to take that on board.

By Sarah Daniel, BD Network

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Not all engagement is equal

Meaningful connections break through clutter and give people something to share and talk about, in a space that was originally designed for this to happen.

By Alex Michael, Golin

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Driving societal change through communications

In 2017, global feminine hygiene brand Libresse (known as Bodyform in the UK) recognised a huge issue: women’s periods are largely absent from popular culture.

By Alexandra Marsh, Ketchum London

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The irresistible pursuit of goals

With the rise of new technology, our drive to achieve has taken new forms. Reaching goals is no longer just about the big things, like getting promoted or running a marathon. It’s now become a daily way of life,

By Sebastian Weston, Table19

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Creativity gives sponsorship a kick

In 2018, the World Cup proved once and for all that, if you want to reach huge audiences around huge global events, you really don’t need to pay rights holders a huge fee to become a sponsor.

By Henry Chappell, Pitch Marketing Group

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The world is far from acceptance without exception

When Stonewall launched their first new campaign in 10 years, it was to speak to the ‘silent majority’ and mobilise them to make us much noise as the haters, to become vocal allies in the fight for equality.

By Laura Jordan Bambach, Mr President

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To see or not to see, that is the question

Today we live in connectivity overdrive. We fail to notice what we see, moreover our brains are trained to shut down to messages if over exposed.

By Lou Garrod, Sense

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Calm in the chaos

The band Blur once claimed that modern life is rubbish. But the real truth is that modern life is busy, switched on and more than a little stressful.

By Matt Buttrick, Alpha Century

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