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The Drum

A Week in Creative: B&Q's spring of hope and KFC's borrowed slogans

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.

Growing out from its 'Build a Life' brand campaign, B&Q is once again tapping into the mood of the nation

This is an extract from The Drum Creative 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.

A breath of spring air

It's been a long and dreary winter, but with spring comes hope, and this year the fresh start couldn't be more welcome, as the UK anticipates coming out of its long winter lockdown.

Growing out from its 'Build a Life' brand campaign, B&Q is once again tapping into the mood of the nation with an emotive ode to the power and hope that spring brings. Created by Uncommon, 'We Will Grow Again' confronts the past 12 months, taking a moment to salute the resilience of the UK public as they look forward to a more hopeful future.

KFC gives you wiiings

With finger-licking still advised against, KFC has looked to other brands for inspiration, adopting their famous slogans as its own.

Back in August last year, KFC made the decision to remove its slogan 'Finger Lickin' Good' after 64 years, with hopes to reinstate it when the pandemic dies down. Seven months down the line and handwashing is still very much the thing to do. So, while KFC waits out an appropriate time to bring back its iconic slogan, for now, it is borrowing slogans from other brands, using Twitter to ask for inspiration.

The comeback

After opening a film studio earlier this month, the luxury beauty brand SK-II has premiered the first of eight films under its ’change destiny’ brand mantra.

The docu-drama ’The Centre Lane’ features the Japanese swimming prodigy Rikako Ikee. A gold medal candidate for the 2020 Tokyo Olympics, at just 18 years old, she was dealt with the devastating news that she had been diagnosed with leukaemia.

The film sees Ikee return to swimming, after overcoming the dreadful illness, capturing the trials and tribulations of recovery, as she trains for her comeback.

Say no to stereotypes

On and off-screen, the representation of Black people is an ongoing problem that results in damaging stereotypes. Procter and Gamble is once again using its power and influence to address systemic inequalities that persist in the ad industry.

It introduced the 'Widen the Screen' initiative with an emotive film that encourages people to confront internalized prejudice. The ads work to subvert the viewer, showing how ingrained Black stereotypes lead people to assume the characters as thugs or down and out when they're just normal American citizens going about their normal day.

The dumb law paradox

Across the world, gay men are barred from donating blood. In 2020, what could have been a progressive move by the FDA, turned into disappointment. While it decided to change the rule, it arrived with the caveat that if gay men want to donate, they need to be celibate for three months.

The charity #BloodEquality is on a mission to highlight the hypocrisy of this policy change, stating it has no foundation in science. Instead, it argues, it perpetuates years of stigma.

The clever print campaign is called 'The Dumb Law Paradox'. Uncovering 18 of the dumbest laws in the US, it compares them directly to FDA's policy. And in doing so, the team discovered each one of these laws, despite how silly they sounded, had better reasoning to exist when compared to the FDA blood donation policy.

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.​