“While others are deciding our future…”

Spark Progress: the creative target

Wieden + Kennedy kicks of Converse’s larger SP19 campaign and it does it honoring creative women.

Converse has always been a successful brand within a young and underground audience, not needing much of an effort to attract the ‘grunge-like’ to their canvas-made Chuck Taylor. In “Spark progress” they don’t defraud them.

Setting ground on key places around London (like Hackney or Peckham) and adding to the mix an analog aesthetic full of colour, music and grain, the recipe it’s just made for success. Was there anything to be exploited within their radar? Yes it was, and they have covered it too.

During the last years we have seen arise the voices of women around the globe, and although the rise of the feminism and the empowerment of women has political roots, the movements have developed into more notorious phases within the creative industries and even, yes, let’s say it, trends within advertisement. We’ll have to agree on this: women are now very popular characters, which is why every day more brands are recurring to women voices to tell their stories. While this doesn’t mean the fight is over, it does mean that messages of feminism are being sold and used for selling.

Although I am not accusing Converse of using women as a tool of selling taking advantage of the time we live in, I am pointing at the fact that they too have decided to recur to female narrators of their story. In this case, the London based agency has chosen Ama Lou (Singer-songwriter), Raye (Pop artist), Lava La Rue (skater), Feng Chen Wang (Chinese-born fashion designer) and Paria Farzaneh (Iranian menswear designer).

All 5 women have taken part in the creation of this ad, whether this is just a a campaign following a particular trend or a genuine movement of support to creative women, the truth is that their narrative and visuals are just impeccable.
In conclusion: An instagrammable #analogue-vibes video. If you have ever enjoyed a walk around the Columbia Road Flower Market in London, you are going to want a pair of Converse.

Make room: a new slogan for diversity

“Have you ever been in a room and haven’t seen anyone like you”

Uzo Aduba, Make room

Nextflix has dropped a new excellent campaign and it shouts diversity

Carmenmorago.com, Netflix, new ad, make room
Uzo Aduba in Make Room, Netflix’s last Ad.

“This is not a moment, this is a movement” said the young Caleb McLaughlin (a.k.a. Lucas, from Stranger Things) as the lead, and only voice, of the ad Netflix launched earlier this year.

Back then, Netflix promoted Black creators, actors and actresses. 47 to be exact, from those 20 productions within the streaming selection of the giant. A wonderful minute of well, and less, known faces with a beautiful photography and inspiring narration that precedes what today is a new message for diversity.

That’s right, because after their moving A good day in Hollywood, Netflix has launched a new campaign that aim to inspire by asking to “make room” for others.

By asking for inclusion and diversity, the creators of this new ad, Red & Co, are not restricting their request to breaking the boundaries within gender and race in the film industry, but they’re also asking to increase creativity, to open frontiers to new stories and ideas. “We wanted everyone to think more deeply about why diversity is good, beyond the obvious representation issues,” said one of the female founded Agency, Mira Kaddoura.

What a powerful way to inspire, and especially to quietly say: Hey, we’re the ones making room, why don’t you sign up

“This is not a moment, this is a movement”

Caleb McLaughlin in A Good Day for Hollywood
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