"Spotlight of the Week" is a weekly published series that highlights what happens in the world of PR, Comms, Marketing, Advertising, Social. It's about the work that makes you think "Pssttt I wish I had come up with this idea". The work that matters. Or simply the ones (good and bad) that get people talking. The good and the not-so-good. So, what's in the news?
Gut Wellness Trends 2023 by Symprove and Lucky Generals
Every hot girl has stomach issues I don’t make the rules, well, let’s just say hot people to be more inclusive. It’s 2023 and have you tried an anal crystal to help with your IBS? After some previous hilarious work including Symprove in Shitterton, Lootopia and The Gut Couture Collection, the partnership between Symprove and Lucky Generals gives us a gut start in 2023.
The campaign cheekily challenges the bullshit on new year fads by “showing how preposterous they can be and ensure that IBS sufferers get a gut start to the year with Symprove, which offers products and advice backed by science.” Now who’s ready for these gut wellness tips are candles that smell like her own diarrhoea or a bowel counsellor for the colon?
The campaign didn’t take itself too seriously – or maybe we must have some humour to talk about IBS. It literally says get your shit together.
The work will launch in January across Symprove’s social channels backed by print advertising.
Unlikely Veganuary Participant by ASDA and Cow PR
Dry January? Damp January? Veganuary? I didn’t know January was the teacher’s pet. But hey ho, speaking of Veganuary, new work from ASDA and Cow see the diehard meat-lover, vegan-food hating Married at First Sight star Zoe Clifton attempting to go vegan for a month as Asda’s unlikely Veganuary volunteer.
According to an ASDA’s press release, the campaign comes as new research reveals more than half (56%) of Brits would never go vegan, with over one in five (21%) of these saying they would shun a plant-based diet because they deem vegan food ‘boring’.
The data also reveals over one in ten (11%) Brits wouldn’t date a vegan, with almost a third (30%) of these citing the fact they wouldn’t be able to cook together as the reason, whilst a quarter (25%) say it’s potential arguments about food that put them off.
This also comes after the news of the supermarket revealing two new vegan ranges for 2023 – which is in and of itself a news story – including indulgent meat-free meals and delicious snacks, whilst the Plant Based range provides healthy, nutritionist-approved meat alternatives, along with 86 products available both in-store and online from January.
All in all, it’s a strong new products launch approach with a fun take on PR, backed by data and survey, what’s not to love?
Anything Goes by Gymbox and AMV BBDO
New year same gym resolutions? Think again because Gymbox might come for you. Let’s lift some motivational quotes at the gym and cut through the nonsense, shall we? (or so Gymbox claims). AMV BBDO and Gymbox kicked off the new year with new the unconventional London based fitness chain following a brief to disrupt the category and reinforce its brand position as the “antidote to boring gyms”.
The campaign follows a survey with over 2,500 Londoners and revealed that almost half of respondents (48%) cites outdated motivational fitness quotes as their biggest turn off, followed by intimidating environments (21%) and body transformation images (16%). Gymbox has responded with their own take on fitness quotes as they cut through the nonsense and motivational commandments and positions them as the lively alternative to the serious approach of many big gym chains.
The new out-of-home creative mimics graffiti, with clicheì motivational quotes about working out scribbled over and phrases that sum up the Gymbox fun and bold spirit.
Let’s circle back Jan 2024 to see how we get on.
AMV BBDO won the account in a competitive pitch at the end of last year.
British Airways’ New Uniform Announcement
What about it I hear you asking? It’s a solid corporate story that’s been covered by national outlets including the BBC, Guardian, Independent and the likes. The collection features a tailored three-piece suit for men with regular and slim fit style trousers and dress, skirt and trouser options for women, as well as a modern jumpsuit – which is an airline first. A tunic and hijab option has also been created for the global carrier, which is enough a reason for praise in terms of DE&I.
Designed by British, Ghanaian Savile Row fashion designer and tailor Ozwald Boateng, OBE, Boateng spent time shadowing colleagues in their roles at the airline to create the unique collection.
According to its press release, Boateng has been developing the collection since 2018 with painstaking care. He shadowed a number of airport roles to understand how the uniform needed to perform for each job and ensure a modern British, stylish look with high quality, resilient fabrics that are easy to care for. More than 1,500 colleagues across the airline took part in 50 workshops to help ensure the garments suitability, from design workshops to prototype feedback and garment trials, helping create an iconic collection that will stand the test of time.
Unlike rival Virgin Atlantic, BA has kept uniform options for male and female crew separate – Back in December, Virgin Atlantic announced an update to its gender identity policy and removed requirement for its people to wear gendered uniform options.
