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A Week in Creative: Ikea’s sweet dreams and Scottish Gov’s corona-slime

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.

A Week in Creative: Ikea's sweet dreams and Scottish Gov's corona-slime

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.

Doing their bit for the bits of Britain

The pandemic has been a force to be reckoned with for a lot of businesses, but for the Vagina Museum (which receives no government, council, public or private funding) it pushed it to the precipice of closure.

To help the museum get back on its feet ahead of its reopening, three ad creatives (Nathalie Gordon, Amy Fasey and Jacob Hellström) reached out to artists of different disciplines, genders, sexualities and nationalities, asking them to produce original artwork and 60 responded to the brief. The resulting ’Open Soon’ series will be sold in a silent auction to raise money for the museum, with the artwork appearing across London.

A slimy transaction

To promote its track and trace app, the Scottish government’s slimy Covid-19 PSA has split opinions, leaving some confused as to whether they should call their doctor or the Ghostbusters.

The graphic depiction of the virus’s ability to linger unseen was created by the Scottish Government as a way of communicating how an invisible killer can spread. First aired on Twitter, it shows a woman accidentally infecting her grandfather with green gunk that steadily transfers from her hands to items and people around her.

Sweet dreams

Simple and effective, Mother London dreamt up a beautiful way to illustrate the healing properties of Ikea’s sleep range, which will leave you tempted to take a nap.

The second instalment of its ’Tomorrow Starts Tonight’ campaign, the spots celebrate Ikea’s view that the more you sleep, the more you get from life, and challenges fad products marketed for sleep improvement.

Refuge gets political

Teaming up with Cosmopolitan and Love Island alumnus Zara McDermott, the anti-domestic abuse charity Refuge is lobbying the government to make it illegal to threaten to share explicit images of someone without permission.

Created by AMV BBDO, #TheNakedThreat draws parallels between messages saying explicit images will be made public and traditional ransom notes – which are illegal.

Fill in the gap

There are now four weeks to go until the US general election. To encourage voters to highlight the issues that have most affected their daily lives, families and communities, HBO Max and Rock the Vote has kicked off a new partnership.

The campaign invites viewers to join the conversation started by @HBOMax and @HBO and fill in the blank: ’#VoteBecause ________ Depends On It’.

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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