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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 Future Focus

The Future Focus

What will tomorrow bring? Is creativity, or humanity, at risk from Artificial Intelligence? How will increasing eco-awareness impact consumerism? In a topsy-turvy world seeing fast-moving culture shifts, shots devotes two months to garnering insights from the soothsayers of ad-land on the shape of things to come.

The Short Films & Documentary Focus

The Short Films & Documentary Focus

shots looks at the synergies between condensed cinematic storytelling and advertising. We also delve into factual content and how brands – and charities – are increasingly leveraging the power of reality to connect with audiences.

The New Talent Focus

The New Talent Focus

Who are the rookie directors/producers/creatives who’ve been waiting in the wings to level-up ad-land? Where do you find them, how can we nurture them, and what fresh ideas will they bring?
The Animation Focus

The Animation Focus

With toons on-trend during lockdown, now that live-action is back what is the state of the animation nation today? This focus draws on opinions and profiles of animation directors, producers and studios and looks at new trends and technologies in the medium.

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