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A Week in Creative: NYT Cooking serves up inspiration and Oatly goes after dads

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.

As middle-aged men are less likely to go plant-based, Oatly is targeting Dads via their kids

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 our ’A Week in Creative’ hub.

Lockdown 3.0 support

There is no doubt that 2020 was tough, and 2021 isn't promising to improve any time soon, as people in England struggle to cope with Lockdown 3.0.

According to research commissioned by Public Health England (PHE), almost half (49%) of those surveyed felt that the pandemic had impacted negatively on their mental health and wellbeing. With no definite end to lockdown restrictions in the sight, this is an ongoing concern. To support the nation's mental health during this trying time, PHE has brought out a new chapter in its ‘Better Health - Every Mind Matters’ campaign.

What's cooking?

In 2020, life changed for nearly everyone, creating everyday challenges to overcome. With people kept indoors and restaurants off limit, the New York Times helped readers work through these challenges, by encouraging them to find joy in cooking at home.

Looking to inspire home cooks of every level to make delicious, homemade food, 'NYT Cooking' has unveiled a campaign, that offer tips and tricks for budding chefs.

Aye, aye, Captain!

Singapore's falling birth rates is having a direct affect on army recruitment. By 2030, recruits to the armed foces expected to drop by a third.

To get more recruits on board the Republic of Singapore Navy (RSN), 'It's Not Crazy. It's the Navy' shows that despite the tough training, discipline regime and long hours at sea, the younger generation have no qualms about joining it.

Got oatmilk?

Based on research that revealed how middle-aged men are the least likely segment of society to adopt a plant-based lifestyle, Oatly is targeting Dads via their children.

'Help Dad' is devised to help teenagers talk to their dads about eating and drinking more sustainably, through a series of humourous ads.

Make lamb, not walls

Australian Lamb has imagined a future where social distancing has been cemented in society – literally – by erecting walls across state lines.

Hope comes in the form of a nice roast lamb, with lonely citizens reconnecting. by passing barbequed lamb through a crack in the wall. Inspired by the taste, the spot shows Australians uniting to tear down the walls with tanks, battering rams and pickaxes.

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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