Five brilliant campaigns of the week picked by the editor, well, me.
GOOD GUYS GUIDE by M&C Saatchi London
In partnership with Solace Women‘s Aid (SWA) and Token Man, M&C Saatchi has launched Good Guys Guide, a campaign that is designed to address societal issues with seven golden rules instructing conscientious males how to go about their business in an unthreatening manner.
Promoted across social media, the ’Good Guys Guide’ will also be promoted at 17 high-traffic outdoor sites across the UK, bringing its message directly to the locations where actions can make the biggest difference.
ADDRESS POLLUTION by Central Office of Public Interest & AMV BBDO
AMVBBDO and Central Office for Public Interest made Londoners care, by linking air pollution to something they do care about – property prices. Address Pollution gives everyone in London an Air Quality Report for their address, showing its health and financial costs.
As per Little Black Book, the initiative, by AMV BBDO and creative industry alliance Central Office of Public Interest (COPI), is also attempting to drive legal action to force the disclosure of air pollution ratings within the property industry. This would mean estate agents, property websites, surveyors, and conveyancers are obliged to disclose air pollution, in the same way they have to disclose other deadly substances, such as asbestos. An explosive 20-page Queen’s Counsel legal opinion, released with the campaign, reveals a ‘strong legal argument’ estate agents will be negligent for not doing so.
AMV BBDO worked with Grand Visual to create a hard-hitting out of home campaign launching the system, asking the question ‘What are you breathing?’ Using data-responsive animation, the spiky typography ‘breathes’ harder or easier according to the air pollution at that location. The campaign runs across 650 sites around the UK; donated by Alight Media, BlowUp!, City Outdoor, Clear Channel Outdoor, Foris Outdoor, Global Outdoor, JCDecaux, Open Media.
To get a free air quality report for your address and sign the petition, please visit addresspollution.org.
AUSTRALIA’S BIGGEST W*NKER by Hot Octopuss & Manifest Australia
Hot Octopuss and Manifest Australia have launched a new campaign to encourage people to embrace masturbation and to turn orgasms into activism.
As championed by the comedian Alex Williamson, Australians are being invited to take part in the world’s first crowd-orgasm as the search for ‘Australia’s Biggest W*nker’ starts.
It’s all part of a campaign to break down the dangerous stigma that surrounds masturbation and raise awareness about the mental and physical benefits of masturbation.
The campaign comes after a report found one in five men said that they’d experienced ongoing stress or anxiety throughout the first three quarters of 2020, unsurprising given the toll of COVID-19 and its subsequent lockdowns.
And that’s why nature’s antidepressant is a helpful remedy. Masturbation releases dopamine, serotonin, and oxytocin into one’s system and has also been proven to boost the immune system and prevent Prostate Cancer.
In the lead-up to the big event, the innovative and interactive ‘Beatmap’ will show masturbation hotspots. More information on the ‘whacktisvism’ campaign can be found at https://campaign.hotoctopuss.com/beat-map, which includes information on the benefits of orgasm, guidance for upgrading masturbation, and the opportunity to share your orgasm on the interactive ‘Beatmap’.
THE IKEA SCRAPSBOOK by IKEA & Rethink
IKEA is publishing a cookbook based entirely on using kitchen scraps as a way to further build on its circular economy ambitions.
The “ScrapsBook” features a range of cuisines, but what they have in common is a commitment to sustainable cooking practises, whether it’s incorporating a banana peel into a chocolate cake, or using a corn husk for a creamy chicken and polenta. IKEA worked with Rethink to create the book.
THE TOUGHEST ATHLETE by Nike
Nike is celebrating the power and strength embodied by female athletes during pregnancy and early parenting in an inspiring film documenting the physical and mental strength demanded by motherhood.Nike strives to bring innovation and inspiration to every athlete* in the world.
However, even though it’s a great commercial ad this time, it’s worth noting that, in the past, Olympic athletes, Allyson Felix and Alysia Montano, violated their Nike Non-Disclosure Agreements to share their stories of discrimination with The New York Times, that pregnant Nike athletes face losing their sponsorship salaries, as if a baby was a career-ending sports injury or terminal disease.
A beautiful ad, but if Nike does not practice what they preach, less beautiful.
Allyson Felix, Kara Goucher and Alysia Montaño, are criticizing Nike for not acknowledging their past treatment of pregnant female athletes.
Many others on Twitter and Instagram are commenting with support for the athletes, while also acknowledging the beauty and the power of the ad. This new ad by Nike is exactly the type of imagery we need to see, but coming on the heels of controversy over their treatment of pregnant athletes, it comes across as disingenuous to those who are familiar with the backstory. It’s important for brands to really take a stand to practice what they preach behind the scenes.
