Creative A Week in Creative World

A Week in Creative: BBC Radio 2's family portrait and Nike champions mothers


By Imogen Watson | Senior reporter

March 18, 2021 | 4 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.

Coinciding with Mother’s Day, Nike's ’The Toughest Athletes’ follows 20 famous and everyday sporting figures at different stages of pregnancy and motherhood

Nike's ’The Toughest Athletes’ follows 20 sporting figures at different stages of motherhood

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.

Toughest athletes

Nike marked Mother's Day with a film that documents the physical and mental demands of motherhood.

’The Toughest Athletes’ follows 20 household name sporting figures at various stages of pregnancy and motherhood, including tennis star Serena Williams, footballer Alex Morgan and athlete Nia Ali. Compiled from over 22 hours of intimate footage shot by friends and families, the spot depicts the unique challenges of motherhood in lockdown.

Chain reaction

To mark World Down Syndrome Day, Sting has lent his vocals to an ad that demonstrates the ripple effects of inclusivity. Delivering an up-tempo jazz-infused ballad for Italian Down Syndrome organization CoorDown.

The ad introduces a young bakery worker named Simone, who happens to have Down syndrome, before demonstrating how her appointment inspires others to hire people with Down Syndrome.

Organ player

NHS Blood and Transplant has partnered with Snapchat to drive organ donation awareness with the launch of a body-tracking AR lens that enables users to locate and learn about key organs within the body.

A first of its kind, the filter combines full-body tracking technology, with infographics to engage and educate younger audiences, particularly in the 16-20 age range.


Double dutch

Coinciding with the Grammy Awards earlier this week, Apple has released an upbeat spot marketing its AirPods Pro. The film sees a young street dancer turn his cityscape into a playground from the moment he puts on his headphones.

Throughout his neighborhood, he jumps in and out of a continuous game of double dutch.

We are family

One in four people in the UK listen to BBC Radio 2 and in lockdown, that figure rose even higher. So to celebrate, Radio 2 being on in so many homes, BBC Creative devised - 'One of The Family'.

Inspired by the awkward family photos from the 80s and 90s, which is a nostalgic time for the audience, BBC Creative shot it with real families, including some recognisable faces, pushing their quirks and creating a narrative around them.

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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