Creativity Brand

A Week in Creative: Guardian’s 200th anniversary and Hey Girls’ angry period poverty ad


By Imogen Watson | Senior reporter

May 5, 2021 | 5 min read

Welcome to A Week in Creative, your one-stop-shop for creative news. This is an extract from The Drum Creative Briefing, which you can subscribe to here if you’d prefer it in your inbox once a week.

As part of The Drum’s new Creative Works round-up, each week we celebrate the 10 best ads from our Creative Works section, asking our readers to vote for their favorite.

The pick of the week is without a doubt Dove’s Reverse Selfie, with 1218 votes and counting. The spot went viral for touching on an issue that many parents fear – the psychological impact retouching apps and filters have on the self-esteem of young girls.

The Guardian

The Guardian celebrates 200 years with ‘200 Years: a Work in Progress’

To mark 200 years of The Guardian, it has marked the occasion with a digital festival of live events and masterclasses, and journalism spanning digital and print formats.

As part of the celebrations, it has devised a new brand campaign under the banner ‘200 Years: a Work in Progress’ to inspire readers to support its ongoing investment in journalism.

230 outdoor placements have been erected across London and Manchester, including a banner at Manchester Piccadilly, which will be treated with a pollution-absorbing coating Pureti, and a series of special-build ‘work in progress’ billboards.

The Guardian

It’s been a whole five years since Procter and Gamble (P&G) unveiled ‘Thank You Mom’, its Rio 2016 masterpiece which celebrated the mothers behind Olympic and Paralympic champions.

Now, as we gear up for the postponed Tokyo 2020 Games, the Tide and Always owner is looking to reduce viewers to tears once more by shining its spotlight on parents. The campaign features two films, including ‘Love Leads to Good’ which celebrates the important role all parents have in raising their children to be good.

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‘The Uncomfortable Truth’ is sex isn’t always that comfortable. The idea that women are wet 24/7 is a product of sexual fantasy, because, in reality, women naturally feel a bit drier for up to two-thirds of their cycle.

In the next chapter of its ‘Let’s Lube’ campaign, with the insight that seven out of 10 women experience discomfort during sex, Durex is continuing its pledge to tackle misrepresentations of the female sexual experience.

Period poverty affects one in 10 in the UK, which surged in 2020 during the Covid-19 pandemic. According to a survey by the charity Plan International, as many as one third of 14 to 21-year-olds in the UK struggled to access or afford period products during lockdown.

To highlight this, Adam&eveDDB has devised an ad for the social enterprise Hey Girls, which revolves around ‘Seeing Red’. The ad has been carefully crafted to evoke anger that motivates positive action.

To encourage Singaporeans to go for the Covid-19 vaccination when it’s offered to them, The Ministry of Communication and Information has created a Covid-19 vaccination campaign called #IGotMyShotSG, in collaboration with Tribal Worldwide Singapore.

Filmed as a music video, the clip features an iconic local sitcom TV character Phua Chu Kang. He’s a natural ambassador for health messaging because of his famous Sar-vivor rap during the Sars crisis, which educated the public on hygiene and the need to eradicate the virus.

For more creative news, please visit The Drum’s new creativity hub on the website or 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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