The most read articles of 2021
From real-time animation to larger-than-life furniture, from Iggy Pop on the beach to the advertising cliches that need to die, here are the ten most-read features on shot.net in 2021.
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10. How animating in real-time is changing the game in adland
Tim Dillon, SVP Growth at MediaMonks, explained how the same Unreal Engine technology that drives some of the world’s most popular games like Fortnite, Rocket League, and Kingdom Hearts III is opening new doors in advertising creative production.
9. How DHL was granted a license to thrill
Director Adam Berg and 180 Amsterdam's John Messum talked cars, fireworks and the pressure to deliver as they took us behind the scenes of their Bond mission for DHL.
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8. How Swyft made a sofa ad that isn't a sofa ad
We heard from the makers of a campaign for sofa brand Swyft that aimed to defy the conventions of more traditional sofa commercials.
7. How Iggy Pop was brought to the beach
The launch of a new film for On the Beach, featuring Iggy Pop, saw Uncommon ECD and the director of the film, Sam Walker, reveal the thinking behind the campaign's message, the process of being both ECD and director, and why Iggy was the only choice to lead "this defiantly optimistic ode".
6. Corporate Memphis; the design style that quietly took over the internet
It's so ubiquitous it's almost hidden in plain sight, but over last few years a certain design and animation style has dominated online imagery. How? Why? Relax, The Moon Unit investigated the pastel pervasiveness of Corporate Memphis.
5. 10 advertising cliches that need to die
Amy Kean was over the moon to bring you some of advertising's most cliched concepts. She spoke to a selection of the industry's future creative talents to find out which of these outdated offerings are now as old as the hills.
4. “Run faster, girls!”; Where are the good guys, and why aren’t they helping us?
Harassed in the street, bullied in the work place and targeted by unrealistic advertising messages, women are too often at the mercy of entitled men. But there must be good guys out there; men who are supportive and generous. Amy Kean set out to find them.
3. The predictability of PinkyGate, and why women deserve a bloody apology
A ‘discreet solution for pads and tampons’, invented by two men, throws further light on the lengths to which women are sometimes forced to go to appease men. Inspired by some apt quotes from Margartet Atwood’s The Handmaid’s Tale, Amy Kean says an apology would be more welcome than yet another bloody product.
2. Are we really still making body-shaming ads in 2021?
Melissa Chapman, Co-Chief Executive Officer at Jungle Creations, explained that while steps have been taken to avoid overt body shaming adverts, the industry is still guilty of a subtle, pernicious attack on women's - and men's - insecurities.
1. The Way I See It: Tiffany Rolfe
Tiffany Rolfe thought she might become an archaeologist, but adland beckoned and rather suited her. She told Carol Cooper how she went from promoting her childhood candy stalls, to becoming Global CCO at R/GA, a journey that took in innovations such as family therapy puppets, founding an internet start-up, and pitching brilliant-but-cheesy concepts to Steve Jobs.
