From finding creativity to Apple TV+’s Severance pop up, BITE rounds up its must-read articles from the past week.
January is a time of year where the declining sunlight, the end of the festive excess and the pressure of New Year’s resolution can add to the gloom.
With 2025 bringing with it the most controversial inauguration ceremony in US presidential history you could be forgiven if you feel as if you are wading through treacle. With the potentially harmful outcomes for marginalised communities and the environment casting a grey cloud over the start to 2025.
But there is a glimmer of light to be had in these (literally) dark days, as each New Year brings with it the chance to embrace the new and the opportunity to do things differently. This week Adland has been reflecting on this idea and its creative potential.
So while January brings with it many reasons to be fearful, it also delivers the opportunity of new ideas, new perspectives, and new storytelling. While advertising alone won’t solve the challenges we face, this sentiment of open-mindedness and optimism reminds of our capacity for positive change.
Local experiential activations utilising social to become global cultural moments is set to be a huge trend in advertising this year.
Apple TV+ thought outside the box with its pop-up out of home performance, set inside a box. To promote the long-awaited second season of sci-fi thriller, ‘Severance’, stars of the show got into character to act out a typical day at Lumon (the fictional company they work for), in a clear cube inside Grand Central Station, New York.
In the TV show, we follow employees at Lumon who have undergone a ‘severance; procedure that separates the memories of their work lives and personal lives. Essentially creating two versions of the same person. Adam Scott, who plays the protagonist, Mark, was in the pop-up performance, alongside his co-stars.
Set in a location of high commuter footfall, the marketing stunt provided an almost in universe moment of surprise and delight for passers by. Online, it was met with high-traction and positive responses, only increasing the anticipation for the already long-awaited second season. The work injected fresh creativity into out-of-home advertising, and reaped the rewards.
Image credit: Apple TV+
Kicking off this year’s Big Question series, we asked industry leaders to provide their thoughts on staying creative this season, asking them: where are you finding your creative light in the dark days of January? While creativity is vital all year round, it can be particularly challenging to feel inspired in the cold and dark. Nicola Kemp, Editorial Director, writes: ‘curiosity demands consistency’ In the first of this two-part series, we found out just how to stay curious at this time of year.
For some, the answer lies in embracing the darkness; the idea that creativity comes from perseverance and that the bleak January days can actually be a great source of fuel, as creativity thrives on constraints. The darkness can sharpen a creative eye, and the sense of contrast, like the tension between cosy and cold, can create new ways of thinking.
Others see the New Year as a reason to be optimistic. It brings with it the promise of new beginnings and the gift of a clean slate. The days are getting longer, if only by a minute each day, and we don’t know what the year ahead has in store for us. Others offered practical tips on tackling the dark days, like going for a walk, joining a class, or listening to audio books.
A range of takes, the contributions offer new perspectives for the season. Whilst the messages vary, they all agree on one thing: creativity can survive in January. In fact, if you create the right conditions it might even thrive.
At this time of year, the surge of health and wellness campaigns can feel overwhelming. The pressure to diet, exercise, and start working towards a ‘summer body’ can be immense, especially when paired with the aftermath of festive indulgence. Wary of wellness toxicity, Sweaty Betty’s latest campaign with House 337 forefronts the multitude of ways in which exercise, in its all forms, can have a positive impact. Whether that be the chance to socialise, to ‘train for success’ or to take a breather in child’s pose; being active can bring all kinds of joy.
Negating the pressure that some women can feel to look a certain way, the campaign features diverse, real bodies. It encourages a balanced approach to fitness, one which is still aspirational but also actually obtainable.
The work is authentic to its audience, demonstrating an understanding of the brand’s consumers, and offers a much-needed alternative to stereotypical “new year, new you” sentiments. Focusing on joy, Sweaty Betty and House 337 demonstrate a fresh approach to an established marketing moment, reminding us of the enduring power of moving beyond stereotypes.
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