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Current Issue 61
December 2021
The Environmental Issue
The What, Why, Who and How guide to getting purpose right.
Creative isn’t a noun, it’s an adjective
Watch out! Advertising is becoming increasingly left-brained.
Cover story
The Editor's introduction
Mail & Door Drops
Sound Mind, Sound Body
Neil A Dawson & Co
ASICS global positioning statement, ‘Sound mind, sound body’, has been at the heart of the brand since its inception in 1949
Free
Xbox Equality Controller
Serviceplan Group
Women make up approximately half of the gaming community
Online & Digital
A little space to think
Dig
An Omnipoll survey of 1,215 people commissioned by Post-it found working and studying from home was having a detrimental effect on energy and creativity levels
A New Type of Gold
VCCP London
For the first time in nearly 20 years, Cadbury were about to release a new variant of the popular Wispa bar
Background Blindspot
Performics Mercerbell
According to the Australian Bureau of Statistics (June 2021), one in five Australians reported high levels of psychological distress between June 2020 to June 2021
Bejby Blue
This Is Locco
On the strength of its annual student acquisition campaigns, Tatra Bank had won awards as “the world’s most innovative digital bank
David's Unusables
Special Group
Motor Neurone Disease gradually causes the muscles that enable people to move, speak, swallow and breathe to stop working – and as they do, people living with MND lose their ability to use everyday items
Hungry Internet
Thinkerbell
The Internet is normally a highly-tuned, efficient and productive machine
KFCopypaste
PS21
There were 516,000 recipe videos on YouTube that promised to teach viewers how to cook chicken to Colonel Sanders’ original recipe
Lullabies
Innocean Australia
No Ugly is a range of New Zealand wellness tonics with ‘No Ugly’ Ingredients
Music in Color
TBWA\Chiat\Day LA
To exploit the notion that music and colour are connected, Behr created an interactive tool at www
PETernity
Eleven PR
PetCulture is an online, subscriptionbased petcare business providing member benefits across insurance, products and veterinary services
Smile Master Class series
VMLY&R France and RedFuse
The pandemic made life difficult for many people
Sound of Spending
Zulu Alpha Kilo
Interac was used by 30 million Canadians a day for sending money electronically but was perceived as a functional brand and had little top-of-mind awareness
The Youngest Headhunters In The World
Publicis Worldwide Poland
The K.I.D.S. foundation wanted to modernise children’s hospitals in Poland.
Free
Trapped in the 90’s
McCann Madrid
IKEA wanted to celebrate their 25th anniversary in Spain
Whiskas Purr More
AMV BBDO
WHISKAS® believe that a happy cat makes a happy human
Outdoor & Events
Everything has an origin
TRUE
70% of the ingredients used by McDonald's to make hamburgers in Spain come from local suppliers
Notes IPA
Zulu Alpha Kilo
Notes IPA was the latest brew to be released by SingleCut Beersmiths, an NYC craft brewery that was inspired by rock ’n’ roll
Outlaw Runners
BETC
On August 31st 2021, a new law was enacted in France reducing the speed limit for vehicles in Paris to just 30kmh (18 mph), bringing the French capital to a standstill
The Fridge O-Doption Program
Dig
The brief was to drive acquisition to Bottle- O’s mailing lists by incentivising people to sign up
The Plastic Museum
Shackleton
Because of the effect the misuse of plastic has had on the environment, legislation is being considered by the Spanish government which could have serious business consequences
Integrated
Brahma beer
Africa
Brahma beer had always been part of Brazilian football but beer brands had been banned by law from sponsoring players’ shirts
Ford Good
BBR Saatchi & Saatchi and Leo Burnett Israel
29.3% of households in Israel were suffering from food insecurity, up from 20.1% before COVID-19.
Innocent Truth
IMPACT BBDO Beirut
On August 4th 2020, the world’s thirdlargest explosion killed 220 people and injured or maimed over 7,000 others
Free
Steinlager Alt Blacks
DDB Group New Zealand
Steinlager had proudly sponsored the world-famous All Blacks for nearly 30 years
Free
The Wish // PENNY Christmas 2021
Serviceplan Campaign 3 GmbH
In 2021, young people, especially, continued to put aside their own interests to protect older people from the consequences of the pandemic
Air Heroes
ENGINE
E.ON is committed to renewable electricity and low-carbon energy solutions.
Bad Movie Index
Forsman & Bodenfors
What happens if you compare the streaming giants’ top movies with their ratings on major movie rating sites? The “Bad Movie Index”, created by Draken Film, Sweden’s leading streaming service for quality cinema, inspires people to broaden their film taste with the first-ever moving subscription price
Burger King® launch a limited edition of candy shaped Mini Whoppers Jr. to celebrate Halloween
Ogilvy – De la Cruz
Halloween is coming, one of the favorite times of the year to wear costumes
Change their diaper before it changes them
BBDO Guerrero & BBDO Indonesia
There are still many parents in Indonesia who believe in myths and superstitions
ReStory
Happiness, Brussels
July 2021, Belgium experienced the most destructive floods in its history
Tune Out Pain
McCann London
Music can help people better tolerate acute pain, according to a new experiment supported by pain experts Nurofen
Innovation
GT-R NFT
Juniper Park\TBWA
Janssen is the medical research and pharmaceuticals division of Johnson & Johnson
Time Keeper
Edelman
Janssen is the medical research and pharmaceuticals division of Johnson & Johnson
Tough Turban
Zulu Alpha Kilo
All Sikh men are required by their religion to cover their heads
Free