Creativity Brand

A Week in Creative: Ryan Reynolds’ bitcoin ‘documintary’ and Oatly stages a stupid test


By Imogen Watson | Senior reporter

February 17, 2021 | 5 min read

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.

Bitcoin Documintary

After a sketchy beginning, the cryptocurrency Bitcoin has burst through the $50,000 (£35,900) price per Bitcoin for the first time ever, as mainstream appeal grows. Keen to latch onto the hype, Ryan Reynolds-owned Mint Mobile has revealed the ‘true story‘ of one man's plight to remember his Bitcoin logins.

Ryan Reynolds-owned Mint Mobile has revealed the 'true story' of one man's plight to remember his Bitcoin logins

Ryan Reynolds-owned Mint Mobile has revealed the 'true story' of one man's plight to remember his Bitcoin logins

In the ad, the unlucky investor explains how he lost access to his account which is now worth $280m on a $500 initial investment. Each day he rises early to begin a ”long day of reflection” climbing to the apex of Eagle Peak to sit on his ”remembering rock”.

Despite potentially losing millions of dollars, Mint Mobile comes to his ’rescue’ with the offer of a free year’s worth of service.

This will be our year

To drive awareness of Census 2021 across England and Wales, M&C Saatchi devised an all-encompassing portrait of the UK, ‘It‘s About Us‘.

Covering the length and breadth of the two countries, it presents almost 90 portraits as a celebration of who we are and the communities we come from.

Golden gateway

Simple and instantly recognisable, Leo Burnett has produced more satisfying minimalism for McDonald‘s.

This latest outdoor campaign sees McDonald's iconic ‘golden arches‘ serve customers a timely reminder that even when they can't go in-store, they can get it delivered instead.

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Just wow

After long last, in October 2019, the last tourists made their way up and down Uluru, leaving the sacred mountain in peace.

As climbing the rock is now prohibited, Uluru Ayers Rock Resort has launched a new brand proposition that features several visitors to Uluru experiencing different aspects of the destination, including camel rides, segway and motorbike tours.

Are you Stupid?

Alarmed by ‘Amendment 171 (AM 171)‘ which calls for heavy restrictions on plant-based dairy products, Oatly is double-checking that the general public knows the difference between oat milk and ‘milk-milk‘.

‘Are you Stupid‘ is a series of digital ads that feature the responses of real people, from a study which lasted a week, and included 12 focus groups with people from 17 countries, aged 21-64.

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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