By Shawn Lim Levi’s has turned the spotlight on members of the pride community in India to highlight how they defied the odds and their accomplishments despite being underdogs. The campaign, called #ProudToBeMore, showcase the stories of people who believe life is much more than one’s sexuality and their journeys. It follows the decision by the Supreme Court of India to repeal Section 377 of the Indian Penal Code and decriminalize homosexuality in 2018. The decriminalization of section 377 challenges the notion that an individual is defined by sexuality. To empower people who identify as LGBTQIA+ and remove perceptions, Levi’s has tapped four Read full story › Source: The Drum...
Read MoreBy Shawn Lim SK-II is tapping into the power of art, in a new campaign to promote its skincare ingredient – Pitera. The campaign, created by Great Guns, aims to marry art and product in a skincare exhibition in Shanghai. The exhibition will showcase interpretive dance, illustration, sculpture, and photography in a bid to tell the story of the origin of Pitera. The ‘Power of Pitera’ campaign will also be activated in-store, with a manga-inspired store design at SK-II’s flagship outlet in Tokyo. In addition, SK-II has commissioned the illustrator, Ram Han, who has created a 40ft animation dreamscape entitled ‘Pitera is Legendary’ Inspired by SK-II’s Read full story › Source: The Drum...
Read MoreBy Drum Network What has been the single best use of technology to enable creativity of the past five years? For marketers and advertisers, faced with jaded generations of people craving true novelty, the challenge today is in using technology to accelerate their own creative efforts, to cut through the noise, and ultimately to create works of art in their own right. We asked The Drum Network members to shed some light on the their favourite tech that has escalated creativity. There was no holding back! Polly Atherton, managing director, Hello Stir When British Airways launched its “Look Up” campaign in London’s Piccadilly Circus, it Read full story › Source: The Drum...
Read MoreBy Charlotte McEleny Diageo has built a framework that will help its global teams have more awareness around the decisions it makes creatively that passively, or actively, put gender stereotypes in ads. The decision to put the thinking into the framework came from the fact that change needs to be scalable on a global level. One of the champions of this framework is Julie Bramham, chief marketing officer of Diageo in India, who tells The Drum that a framework is needed to start to cut through unconscious bias. “The point of the framework to stop gender Read full story › Source: The Drum...
Read MoreBy Ellen Ormesher It’s the most wonderful time of the year again, and brands around the world are gifting us some of their biggest campaigns in an effort to get us all in the festive spirit. Our first Christmas campaign collection is full, so, as festive campaigns continue to flurry in we’re extending our coverage with this second version. With campaigns coming in from the likes of Sainsbury’s, HP, Crate and Barrel and others, here is this year’s hoard of Christmas campaigns: from the heartbreaking to the heartwarming and humorous, soundtracked by jingling sleigh bells or acoustic covers of 80s pop songs and illuminated Read full story › Source: The Drum...
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