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The Purpose-Led & Politics  Focus

This month we lobby the opinions of industry experts on advertising’s intersection with political and ethical debate. Are young creatives pushing a more purpose-led culture? Should campaigns be campaigning on the issues of the day? When does promotion become propaganda?

Insight

I’m a post-Barbie girl in a post-Barbie world… so what happens now?

This summer the world turned pink as Barbie cut a swathe through the cultural landscape and women everywhere rejoiced as a plastic toy celebrated feminism and overturned the patriarchy. But, reflecting in the more sober autumnal light, did that really happen, or were we all just victims of a fuchsia-coloured cult?
Insight

Planting the seeds of change; why agencies need to practice what they preach

Advertising is often thought of as an irresponsible industry that makes people buy things they don't need, with money they don't have, at the expense of our planet. Josh Tenser, ECD and co-founder of new creative collective, Calling, explains how when we question our own intentions and maintain integrity on an individual level, we can help to create meaningful change from the inside out.

Craft

How to get banned and save the planet

When a spot exposing how Big Oil companies use influencers for greenwashing was banned on LinkedIn, the makers swiftly fashioned a smart response that was even more effective. shots spoke to the team behind the campaign – creatives Lara Baxter and Alice Goodrich– and James Turner, founder of creative collective Glimpse, about the making of Save the Planet, Unfollow a Greenwasher.
Insight

When advertising becomes activism

Brand activism and purpose are tied at the hip these days, and the results can be spectacular – even more so when the risks are high. Here, Tim Cumming talks to risk-taking creatives in the UK, America and the Middle East about the power and perils of brand activism
Insight

In transition: how brands can adapt to a changing gender landscape

Despite increasing queer visibility in advertising, transgender and non-binary representation remains a minefield for brands – with the Bud Light backlash a stark reminder of the risks of getting it wrong. Selena Schleh speaks to members and allies of the trans+ community about proper pronouns and performative versus true brand allyship.
Work

How Who Gives A Crap deforested the Hundred Acre Wood

In a beautifully-crafted campaign highlighting the impact of deforestation, the eco-friendly toilet paper brand has launched a heartbreaking, first-of-its-kind reimagining of the iconic 1926 children’s book Winnie-The-Pooh. We talk to the brand's co-founder, Danny Alexander, about the creative process, challenges, and outcomes of recreating a childhood classic.

Insight

Why accessibility on social media can't be an afterthought

Despite a plethora of social media platforms, many of them get a thumbs down when it comes to accessibility tools and accessibility-oriented site policies. With 16% of the global population living with significant disabilities, Christina Miller, Head of Social at VMLY&R, says that brands can't afford to treat those people as an afterthought.
Work

How Australia’s biggest brands made disability visible

A coalition of the country’s most well-known brands have swapped out key scenes in their commercials to include people with disabilities. We talk to the creatives at Special Group to find out more about orchestrating this mammoth campaign, working with a diverse cast, and how all brands can improve the disability representation in their advertising.

Insight

Is it possible to work in advertising and have a conscience?

Would you work on a campaign for an arms company? Probably not. A tobacco company? No, it's illegal. At least it is in the UK, but how about elsewhere in the world? And what about fossil fuel? Or sugary drinks? Or alcohol? Moral decisions can sometimes be a maze of 'ifs and buts' and, as The Moon Unit outlines, while a moral framework is incredibly important, it's also fraught with dilemmas.
Insight

The cancel culture concern; why we can’t let perfection prevent progress​

We kick off our Purpose-led and Politics Focus for this month with Louise Robertson, Senior Lead of Brand Strategy at ScienceMagic, examining cancel culture's seven deadly sins and how brands' attempts at sustainability are being undermined by a quest for unattainable perfection.
Insight

Casting around for change; why the people on screen can make a difference

While brands might request diversity in a campaign’s cast, are enough really pushing for difference? Alexandra Green, director at Bullion, explains why directors need to lead the charge for change.
More From The Focus
The Music Video Focus

The Music Video Focus

Since the 90s, when their budgets ran to millions, the internet and tech advances have made music videos easier to view, cheaper to produce and, possibly, more disposable. But is the medium a dying art, or still the best way for a director to get noticed? shots probes the state of the promo nation.
The Photography & Cinematography Focus

The Photography & Cinematography Focus

In a cacophonous digital culture that bombards us with a stream of personal image-sharing and branded visuals, it can be hard for photography to stand out. This month, shots pulls focus on the DPs and photographers whose work sets the optic nerves a-tingle and considers the input of non-human image generators.

The Inspiration Focus

The Inspiration Focus

What are the cultural artefacts, random objects, rituals and synaptic sparks that generate fresh ideas? We talk to some of ad land’s most innovative thinkers about creative inspiration. What it is, where they find it and do the AI bots have it too...
The YDA 2024 Focus

The YDA 2024 Focus

The rising stars who won Golds in this year’s Young Director Award share with shots the origins and ideas and behind their films, the production highs and lows and what they’re planning next.

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