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A Week in Creative: Viral Eos TikToks and McDonald’s serves up breakfast

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.

Eos’ ‘Bless Your F*ing Cooch’ includes spicy directions for one ‘smooth-ass hoo-hah’

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.

One 'smooth-ass hoo-hah'

For an app that houses quick creative videos, TikTok has a knack for influencing culture, and any brand that questions its power and influence should take a moment to remember that viral Ocean Spray story.

Back in February, Eos got a welcome surprise when a TikTok creator named @killjoy publically vouched for its shave cream, telling her fans it’s the secret for a “smooth-ass hoo-hah“ detailing instructions on how to “bless your fucking cooch“. The video has since racked up more than 17 million views, and Eos can link it to an order increase on its website of 25 times and a 450 times increase in website visits to its shave category.

Eager to tap into the hype her TikTok conjured up for the brand, Mischief @ No Fixed Address designed a new range of shave creams for Eos called ’Bless Your F*king Cooch’ that include @killjoy’s direct instructions on the back. They sent a box to the TikToker who posted a reaction that is also going viral.

Tested on animals

Benefit, Clinique, Estée Lauder, Nars: to name but a few beauty brands that continue to test their products on animals.

Subverting the viewer to make them confront how their favourite brands really find the perfect eyeliner, the anti-animal cruelty charity, Humane Society International (HSI) has created a stop motion animation that shows the situation from a lab rabbits perspective.

’Save Ralph’ is a star-studded short film voiced by Hollywood stars including Taika Waititi, Zac Efron, Ricky Gervais, Olivia Munn, Tricia Helfer and Pom Klementieff.

Shot in the style of a documentary, ’Save Ralph’ follows the routine of the working rabbit Ralph, voiced by Waititi. The self-contempt the fluffy rabbit shows is darkly funny in contrast to the real horrors he faces. Yet Ralph’s situation is so shocking it's difficult to laugh through his insistence that his job is “essential“ and “testing is what makes bunnies happy.“

The cult of the Maccies’ breakfast

It’s fair to say that McDonald’s breakfast range has a bit of a cult following. Calling all McMuffin fans, Leo Burnett has devised a campaign to rally the UK nation to eat ‘Breakfast, Done Properly’ as McDonald’s relaunches its breakfast platform.

The aim of the game is to shift perceptions that McDonald’s breakfast is an antidote to a bad morning, but actually there whatever the occasion. Utilising real relationships between its cast, a film accompanying the campaign ’Own Little World’ features a range of people in various scenarios escaping their everyday life to be immersed in the breakfast-eating experience.

’Breakfast, Done Properly’ is supported by an OOH campaign, that uses simple and striking imagery that shows the aftermath of enjoying a McDonald’s breakfast, with only the wrapper and a few crumbs leftover.

I’m a survivor

As April is ’Sexual Assault Awareness Month’ and the theme is ’We Can Build Safe Online Spaces’, TikTok has seized the moment to highlight the important conversations taking place on its platform, covering issues of sexual violence, recovery, and advocacy.

To help it improve its understanding of sexual assault and trauma and how to foster a safe and supportive space for survivors, TikTok is working with various charities to help guide it, including experts at Rape, Abuse & Incest National Network (RAINN).

Together with RAINN, it has rolled out some guidance, as it endeavours to make access to support readily available to anyone in need and to educate the broader community on this important issue.

@rainn

If you are going through any of this, you’re not alone ##foryou##fyp##survivor##support##sexualassaultsurvivors##nonprofit##RAINN

♬ original sound - RAINN

Homestretch

It feels like the world might be on the homestretch of the pandemic, with the vaccine offering it a way out. However, unless the majority of people in society get the vaccine, all will be for nothing.

Back in March, Google – which has been supporting the Ad Council on vaccine awareness campaigns – created an effective spot that uses its search engine as a vehicle to drive the message home. However, it has gained attention in recent days, following its airing during the NCAA Final Four games over the weekend.

Ending with the search phrase: ’Covid vaccine near me’ the video chronicles search terms throughout the Covid-19 pandemic and illustrates how those terms may be changing as a result of vaccinations, allowing the world to transition from virtual events to in-person gatherings.

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.​