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A Week in Creative: PS5's underground takeover and Nike awakens in dance

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.

Playstation shapes up London Tube roundels with neon gaming icons ahead of PS5 launch

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.

Advertising has no limits

It's been a long seven-year wait for Playstation fans, but finally, they can get their hands on the sleek PS5. To mark the arrival of the long-awaited console on British shores, Sony PlayStation staged a colourful takeover of five high-traffic London Underground stations, despite the capital presently being in lockdown.

The takeover saw the underground’s signature red loop motif augmented by PlayStation’s familiar green triangle, pink square, and blue cross – temporarily rebranding the interiors of Bakerloo, Victoria, and Central line platforms with walls and signage all sporting the playful new look.

Nike awakens in dance

Showcasing the creative prowess of the Brazilian singer Ludmilla and the dance troupe The Turmalinas Negras, Nike has released a dance film celebrating Black women. 'The Awakening in Dance: An experience in motion' spotlights how dance encourages new generations to explore different forms of sport and movement.

The film was created by AKQA with and consultancy Think Eva's. Directed by Juh Almeida, the choreography is broken down into six moments: birth, connection, roots, protection, recognition, and awakening. The sequence is a timeline that shows how movements connect with ancestry and culture, going through rhythms such as break, hip hop, and funk.

The world ITV doesn't want to see

Leveraging and inverting its top shows to highlight the harsh reality of climate change, ITV has brought out a series of bleak climate disaster ads named 'The Shows We Never Want To Make'.

The series underlines its commitment to having a net-zero carbon business by 2030 hit soap Coronation Street become 'Catastrophe Street', This Morning changed to This Warming and Ant and Dec host 'Saturday Night Blown Away'.

The Body Shop tackles homelessness

Going off-kilter, this Christmas The Body Shop isn't pushing its Christmas range, it's tackling the issue of female homelessness.

Partnering with Channel 4, the campaign uses spoken poetry as a medium to illuminate the hidden world of the 110,000 young people who are presently living on the street. Poet Rasheeda Page-Muir brings this to sad statistic to life, telling tales of people who have overcome homelessness.

BBC gets trippy

The BBC has unveiled a trippy set of ads that pay homage to the live and on-demand content available on iPlayer, to remind its viewers that the platform is 'Like Nowhere Else'.

As with any work of surreal art, it's hard to make rational sense of the set of 12 films. In one ad, Louis Theroux is seeing lovingly cradling Cliver Myrie, who cradles Theroux, and so on and so forth, in a repetitive cycle that hypnotises the eyes.

Other ads see Eastenders veteran Ian Beale crying tears onto Wimbledon tennis tournament and a family of profiteroles sits watching their dad on Masterchef.

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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