These are things I didn't make, but I wish I had.
I love communications that force re-appraisal, that invite us to look at our unconscious bias. Insights that go beyond the superficial and drive us deep into the human pysche. They plant seeds of doubt, seeds of hope but always seeds of empathy.
MEET THE SUPER HUMANS
This is one of the most powerful re-appraisal campaigns I have ever seen. Forcing us to flip our view of disability into super-ability. To make us look when typically we would look away and to consider the unthinkable life events that created the disability from birth defects being announced to a hopeful mother, to car accidents. The campaign successfully raised awareness and understanding of disability in sport and helped the London 2012 Paralympics become the first Paralympic Games to sell out.
SWEETIE - the CGI child
This amazing tech idea led to the identification of 1,000 paedophiles worldwide, arrests, laws being changed in several countries and praise from the United Nations.
THIS GIRL CAN
This campaign is based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport. This fear covers concerns over their appearance, ability, or the simple fact they are choosing to spend time on themselves, rather than on their families. 37 million views. As a result of the campaign, 1.6m women have started exercising.
ARIEL - 'Share the Load'
The physical and emotional strength and exhaustion of working mothers is rarely portrayed. This commercial, from India, is far more progressive that anything I've seen in the West. This father's heart warming apology to his daughter will make you wonder "Are we passing on gender oles that evolved with the times?"
IKEA - 'Every other week'
Tonal disruption is a powerful way to breakthrough the clutter of media. So many brands only want to portray the aspirational human experience. Few see the merits in connecting with their audiences in their imperfections and vulnerabilities. And yet, when brands reflect our reality for what it is, worts and all, they connect with us on a much deeper level.
Sparkke - Booze with a Social Conscience
This brand promises to donate 10% of their profits towards the organizations that tackly the social causes on their cans.