Five brilliant campaigns of the week picked by the editor, well, me.
HAIRYTALES by Tangle Teezer & Don’t Cry Wolf
Don’t Cry Wolf, Tangle Teezer and Woke Babies have launched Hairytales – a new collection of children’s books inspired by classic fairy tales which aims to bring more diversity to the table with Black versions of classic characters.
The HairyTales series includes Rapunzel-inspired, ‘Zel Let Out Your Hair’, Pinocchio-inspired ‘The Puppet Who Wanted Hair’, and ‘Jackson and the Hair Stalk,’ based on Jack and the Beanstalk.
The three tales, written by British author Trish Cooke and illustrated by Angela Corbin, put Black protagonists and Black hair at the heart of the narratives.
Despite 33.5% of the UK’s school population being from ethnic minority backgrounds, just 5% of the children’s books published in 2019 featured ethnic minority protagonists, and only 2% feature Black heroes.
The books are being published by Woke Babies, the UK’s first Black children’s subscription box and publisher dedicated to getting racially diverse literature to more children around the world.
RAISING PROFILES by The Big Issue, LinkedIn & FCB Inferno
The Big Issue and LinkedIn have partnered with FCB Inferno to help support vendors with training, building their digital skills and helping them find new opportunities.
The partnership, conceived and managed by FCB Inferno, harnesses the incredible power of LinkedIn’s network to support the Big Issue vendors, who have been suffering due to the effects of COVID.
Through the partnership, the sellers have received specialist training from LinkedIn volunteers to help them build their confidence and reach an online customer base, engage with a wider community and find additional opportunities. They have also been taught best practices for disseminating news and stories from the magazine and received tablets donated by Dixons Carphone to help them access their online profiles and training.
EAT FOR GOOD by Knorr & MullenLowe UK
Unilever’s flagship food brand, Knorr, today launches a global consumer movement, Eat for Good, encouraging everyone to change the world by changing what’s on their plates.
The campaign targets – ‘Eativists’ – ordinary people who believe food can be a force for good, and consciously choose and help others to eat food that’s good for them and the planet – and asks everyone around the world to bring excitement to their plates by swapping at least one ingredient for tasty, nutritious food that’s better for the planet, starting on ‘World Eat For Good Day’ (19th February).
As per Little Black Book, for this campaign, Golin handled the global & UK consumer activation through the launch of ‘World Eat For Good Day.’ The global consumer activation kicks off with World Eat For Good Day, calling on people to make the change and swap at least one ingredient in their routine meals for a Future 50 Food; a new Future Proof Your Plate recipe platform has been created by R/GA and ITB is leading a creative influencer marketing campaign centered on sending Plates of Hope to influencers.
DO THE ROBOT by Currys PC World & M&C Saatchi Talk
Currys PC World, announces the launch of new competition and a great engagement campaign that calls for children to get creative and design their dream tech-robot with Dick and Dom, to be in with the chance of winning £5,000 in vouchers to spend on top kids tech with the retailer.
They also worked with Dr. Lorna Bourke from the Department of Psychology at Liverpool Hope University, to make sure that setting a creative task that parents can oversee, whether technology-based or not, will help strengthen the family bond and reduce some of the parental guilt when pre-occupied.
We’ve got some brilliant robot ideas and the kids love it!
Have a browse with parents on the Currys PC World website for further design insight.
LIGHTS ON by McDonald’s & Leo Burnett London
Minimalism at its best, the latest OOH campaign for McDonald’s, promoting McDelivery and featuring the iconic ‘golden arches’, reminds customers that even at a time when they can’t go to McDonald’s, the brand will get you covered.
