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The Great Reset has set ‘the most important creative brief the industry will ever work on’


By Ellen Ormesher, Senior Reporter

August 14, 2020 | 4 min read

Adland eco-group The Great Reset is calling on the creative industry to continue the environmentally positive patterns of lockdown life, by posing an ambitious creative brief.

The Great Reset

Campaign group The Great Reset has challenged the creative industry to promote eco-conscious behaviour

The creative brief has been written by BBH’s chief strategy officer, Will Lion, who stated “this might be the most important brief you ever work on”.

The brief asks that the industry create to celebrate the accidental climate heroes of Britain and encourage them to make eco-conscious behaviour it a badge of honour.

The Great Reset has also revealed a ‘media hamper’, which details media opportunities secured by Mindshare to showcase the winning work. Media owners who’ve pledged support and space include Mail Metro Media, The Independent and Global Radio, Stylist, Clear Channel and WeTransfer.

Lisa Merrick-Lawless, co-founder of The Purpose Disruptors, said: “The Great Reset is an invitation for the industry to use its creativity to reset its role in society. Our research showed that 77% of the UK population thought it was the responsibility of the advertising industry to maintain the positive environmental behaviours we experienced during lockdown.”

“Only 23% thought it was our responsibility to encourage people to consume like we did before. Organisations like Iris, BBH, Mindshare and D&AD are stepping up to meet the wishes of the UK population and the needs of our planet at this moment. We welcome other progressive individuals and organisations to join them.”

What is The Great Reset?

  • In 2019, the Create and Strike campaign saw ad land take a strong stance against environmental disaster, and now its organisers have unveiled the next chapter of its mission, The Great Reset, which aims to tackle the climate crisis and spearhead a ’new normal’.

  • The Great Reset is an initiative created by a group called ’The Purpose Disruptors’, and calls on the creative industry to continue the environmentally positive behaviours that occurred during lockdown.

  • It includes over 200 individuals, drawn competing agencies to work together, using their influence and creativity to promote and maintain sustainable behaviours that have taken root during lockdown.

What is the creative brief?

  • The brief asks that the industry creates something to celebrate the accidental climate heroes of Britain and encourage them to make it a badge of honour.

  • The brief is accessible to people who have already pledged their support, talent and time to the movement, plus invites any agency or individual who is yet to do so.

  • Over 170 individuals and agencies from the industry have signed up to the initiative, including representatives from Iris, Wieden + Kennedy, Lucky Generals, MullenLowe, BBH, M&C Saatchi, RPM, McCann, Mindshare, Grey London, Creature and Elvis.

How does it work?

  • In an industry first, the creative ideas submitted to The Great Reset will be judged by D&AD New Blood Academy. Over 200 students from the academy will be selecting the best creative work, which will then be showcased across the various media spaces. New Blood creatives will be supported by experienced mentors from the UK’s top agencies.

  • The creative brief and media hamper can be accessed online. Virtual group briefings will be held on Wednesday 12 August and Monday 17 August via Zoom, registration is here.

  • The submission deadline for creative work is 31 August, work can be submitted via Winning work will be announced on 14 September. The campaign will be live from 23 September until the end of October.


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