Competition winners Reset the balance
The Great Reset, an initiative by the Purpose Disruptors that launched in July, has announced the winners of its creative competition.
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As reported by shots in July, the The Great Reset is an initiative and creative competition launched to maintain and promote the positive behaviours and environmental shifts created during lockdown.
Instigated by the Purpose Disruptors network and developed by a series of competing agencies within the advertising community, including Iris, Wieden+Kennedy, McCann, Gravity Road and Thinkhouse, the winning work was judged by D&AD’s New Blood Academy, along with with WPP, and forms part of The Great Reset’s national awareness campaign, set to go live in media spaces across the UK this week. The winning entries include DOOH, press, radio and digital media.
The Great Reset initiative clearly sets out what our industry needs to do and why.
Due to the pause during lockdown global emissions will be down 7% by the end of 2020. The Great Reset, set out to encourage the industry to rethink its approach during this time by ‘resetting ourselves, our work and our impact’ with a detailed white paper explaining why and how. The creative competition was an invitation to the industry to reset the work, using the power of creativity to encourage people to maintain the new environmentally positive behaviours adopted during lockdown and a brace a ‘new normal’.
Winning creative work was selected in response to the creative brief developed by BBH’s Chief Strategy Officer, Will Lion, in August. The brief asked the creative and advertising industry to 'celebrate the accidental climate heroes of Britain and encourage them to make it a badge of honour'.
It's been a great experience to work with The Great Reset to democratise this judging process and up-skill a new generation of creatives.
Winning work includes press ad Thanks for Nothing [above]; digital outdoor campaign The Great Pause [below]; radio ad Letters To You; digital campaign #ShiftHappens [bottom]; and an experience idea called Little Reset Brewing Co. Each element of the campaign works to support the overarching message that, during lockdown, our collective behaviour change led to a positive environmental outcome - one we now need to maintain. The campaign has a dual purpose, signifying the shift that needs to happen in society, whilst showing how the creative industry has a responsibility to use its creativity to help.
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Over 200 creative ideas were submitted from over 30 different agencies and many freelancers across the industry in the UK, US, Ireland, Amsterdam and beyond. The winners themselves span a diverse range of creative backgrounds, ages and companies; including a junior designer from ITV, senior creative duo from Elvis, individuals from experience agency, Household, radio pro’s from Global Radio, and a collective of industry veterans who’ve reunited after retirement, to undo their ‘consumerist capitalism wrongs’ of the 80s and 90s.
"D&AD has a rich history of inviting celebrated senior creatives to use our rigorous judging processes to award the best work," said Hilary Chittenden, Senior Foundation Manager at D&AD. "It's been a great experience to work with The Great Reset to democratise this judging process and up-skill a new generation of creatives in how to think critically and impartially about creative work."
“The Great Reset initiative clearly sets out what our industry needs to do and why," added Caroline Davison, Managing Partner at Elvis. "We all have to stand up and be counted. There’s really no excuse not to get onboard."
