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A Week in Creative: Apple’s future is now and This Girl Can returns

The Drum reporter Imogen Watson rounds up the latest creative campaigns and creativity stories. Also available in your inbox every Thursday as The Drum's A Week in Creative email briefing. Sign up here.

Apple has launched new creative in support of its Apple Watch Series 6

This is an extract from The Drum’s A Week in Creative email briefing. You can subscribe to it here if you’d like it in your inbox once a week.

Welcome to ’A Week in Creative,’ a handpicked selection of the most interesting campaigns to come out of The Drum’s Creative Works in the past week. If this list doesn’t quench your creative thirst, then please visit the ’A Week in Creative’ hub.

It's freezing in LA!

The Facebook lobbying group ’Stop Hate For Profit’ has taken another shot at the social giant, orchestrating an Instagram freeze. Today (16 September) the likes of Kim Kardashian West, Katy Perry, Leonardo DiCaprio, and Mark Ruffalo have vowed to spend 24 hours away from their social channels to draw attention to the role that Facebook plays in the spread of misinformation.

This Girl Can returns

The first chapter of This Girl Can in 2015 set out to break the mould of how women were portrayed and spoken to in sports advertising while tackling the significant gender gap in sport and physical activity. It wasn’t just a charity initiative; Sport England and FCB Inferno set out to create a brand that was packed with attitude and driven by authenticity.

This year, due to the ongoing pandemic, things are a little different. Celebrating the inventive ways women have stayed active during the outbreak, the refreshed ad features women from the original campaign with some new faces.

The future is Apple

To highlight the groundbreaking specs of its Apple Watch Series 6, particularly the new feature that allows the wearer to measure their blood oxygen level, Apple has devised a humorous ad with Helena Bonham Carter. As the actress muses about the future, she frustratingly keeps getting disrupted by Apple Watch users telling her the futuristic technology she’s describing already exists.

Hands, Face, Space, Knees and Toes

The UK Government has brought out the latest iteration of its Covid-19 public health campaign, which predictably divided opinion.

As spring turned into summer, the UK government's ‘Stay home, protect the NHS, save lives’ message transformed into ‘Stay alert, control the virus, save lives’. Now, Prime Minister Boris Johnson is offering up, ‘Hands. Face. Space’ as his mantra to the public.

This is just the tip of the iceberg, so if this dose of creativity leaves you thirsty for more, please drop in at The Drum's Creative Works – the home of creative from all around the globe. You can also subscribe to The Drum's creative newsletter or browse our round-up here.

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