Snap has partnered with diversity body Creative Equals to launch Snap Creative Council (SCC), a group of leading UK creatives tasked with building bridges between industry and Snapchatters.
Leveraging Snap’s core ad products, the partnership encourages Creative Council members to use Snapchat tools to develop creative solutions to pressing societal issues.
What will the Creative Council do?
Through the remainder of the year, the SCC will focus on mental health and civic duty amongst Gen Z and millennials.
Selected creatives will nominate sub teams to devise pitches by utilising Snapchat’s in-house suite of ad formats.
The best of these will be professionally produced and enacted on Snapchat, complete with media support.
A chosen global charity will also be awarded a $100,000 donation as part of this process.
Will Scougal, global director of Creative Strategy at Snap, said: “The SCC will serve as a powerful forum made up of a diverse and inclusive community from the advertising industry, and is a commitment from Snap to use our reach to drive positive change."
Ali Hanan, chief executive of Creative Equals added: “Lydia Amoah, our phenomenal cross-cultural and learning director will bring her wealth of experience as a business coach and independent researcher with The Black Pound Report.”
Hanan confirmed that Amoah will work alongside ‘three returner teams’ from its CreativeComeback programme 2019-20.
Who is involved?
The inaugural 2020 UK Snap Creative Council includes a cohort of familiar industry names such as:
Natalie Graeme, Uncommon Creative Studio
Iain Tait, W+K
Laura Jordan Bambach, Grey
Jo Wallace, Wunderman Thompson
Why does it matter?
The council is born out of a broader commitment by Snapchat to ease anxiety and surface mental health support networks to the social platform's 220 million daily users.
Bambach cites the council as an opportunity to ‘get geeky with the tech’ and a ‘wonderful opportunity’ to ‘deliver an actionable difference to the world’.
Grey’s chief creative officer continues: “The SCC briefs around mental health and voter registration are wonderful opportunities for the teams at Grey to work with Snapchat experts to create work that’s really going to have a positive effect on minority communities around the world.”
VCCP Kin's deputy executive creative director, Shirin Majid, adds: “The SCC briefs are giving creatives a chance to empower the next generation with ways to use technology and social media for the greater good.”
Dino Myers-Lamptey, founder, The Barber Shop, warns that ‘big screen thinking’ still leads advertising ideas – despite the small-screen dominating our attention.
“Creating a memorable difference in a world of so much distraction demands creativity, so I am excited by what can be enabled by focussing diverse creative talent with these healthy constraints," said Myers-Lamptey.