#DiversityDrivesCreativity 2022
Creativebrief
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As part of our DEI programme at Creativebrief, each month a member of staff chooses a piece of work which highlights and halos diversity, this is then showcased on all of our socials. The aim of the series is to call attention to the successes brands and agencies can obtain creatively once they start to prioritise diversity within the industry.
Looking back over 2022, we showcased some amazing work that highlights serious issues within our industry from online hate to smashing long-standing taboos around motherhood and questioning unconscious biases in the workplace. Check out our roundup of last year's picks:
January 2022: Charlie
For the first of our #DiversityDrivesCreativity 2022 picks, CEO Charlie Carpenter chose Saatchi and Saatchi's Hope United.
“I love this brave work from BT and Saatchi's, that sets out to tackle three major challenges in modern society – diversity, online hate and racism”.
- Charlie's pick:
- Saatchi & Saatchi
February 2022: Steph
For our February #DiversityDrivesCreativity pick Associate Board Director and Business Director Stephanie Nattu chose BETC 's #GenderSwap
"I love what Women in Games are trying to do – double the number of women and non-binary people in the video game industry in 10 years. This latest campaign swaps male and female character animations. Just brilliant."
- Steph's pick:
- BETC London
March 2022: Helen
For our March #DiversityDrivesCreativity pick, our Director of Marketing & Growth, Helen Hall chose Mother x Elvie 'Smart Tech Smart Bodies' campaign.
"A tribute to womanhood. Beautifully shot, vibrant and funny. A sensational campaign smashing long-standing taboos and celebrating the brilliance of our bodies and motherhood."
- Helen's pick:
- Mother London
April 2022: Josie
For our April #DiversityDrivesCreativity pick, our Team Assistant Josie Shand chose the Arsenal WFC campaign ‘Old Rivals, New Era’ by progressive advertising agency Weirdo.
“A fantastic, warm-hearted piece of work by Weirdo. Unfortunately, it’s a rarity to see a women’s football team highlighted and this campaign encourages all fans to support them for their big derby game. I’m so proud to see this work on our platform. As a passionate Arsenal supporter myself, this spoke volumes and that’s why I had to choose it.”
- Josie's pick:
- Weirdo
May 2022: Sophia
For our May #DiversityDrivesCreativity, our Junior Designer Sophia Gazzara chose the Imagine campaign for #IWD2022 by Crispin Porter Bogusky.
“You’ve probably seen this campaign plastered all over LinkedIn - and for good reason! This thought-provoking and eye-opening campaign by CPB has to be one of my favourites of the year so far. It’s bold, interactive and a great example of design for change as it pushes us to look at gender stereotypes in the workplace and to question our very own unconscious biases.”
- Sophia's pick:
- Crispin Porter Bogusky
June 2022: Nicky
For our June #DiversityDrivesCreativity, our Editorial Director, Nicola Kemp, chose the 'Second Coming of Age' film for TENA Professionals by AMV BBDO.
"To me, the #LastLonelyMenopause campaign from Tena and AMV BBDO is a powerful example of the creative and culture firepower which comes hand in hand with taking older women’s lived experiences seriously."
- Nicky's pick:
- AMV BBDO
July 2022: Lucy
For July's #DiversityDrivesCreativity pick, Lucy Young, our Customer Success Manager, chose work by The&Partnership and NatWest.
"I love this campaign for the way it embraces representation from all walks of life. From the depiction of older women to the same sex couple getting a mortgage to a woman proposing to a man, it's effortlessly and authentically inclusive."
- Lucy's pick:
- The&Partnership
August 2022: Kath
For our latest #DiversityDrivesCreativity pick, Kath our Marketing and PR Manager picked a campaign by CPB London for the whisky brand, Glenlivet, which focuses on breaking stereotypes and changing search results.
“This work by CPB really stood out to me, it feels like so much more than a standard whisky campaign. The focus on changing the search results for ‘whisky drinker’ really makes moves to #BreakTheStereotype.”
- Kath's pick:
- Crispin Porter Bogusky
September 2022: Michael
For September's #DiversityDrivesCreativity pick, Michael our Account Director chose the campaign ‘not just one day’ by VMLY&R. The work supports the launch of the British Stammering Associations petition calling for people who stammer to be visibly and authentically portrayed in the media.
“I love this piece from VMLY&R as it highlights a group that must be hugely underrepresented when we typically think about diversity. For me, it’s all about the disarmingly deadpan juxtaposition of both major and mundane issues and the beautifully ironic tone – all of which sets it in stark contrast to most charity ads.”
- Michael's pick:
- VMLY&R London
October 2022: Georgie
For our October #DiversityDrivesCreativity pick, Georgie Moreton, our Assistant Editor, picked the Puissance DYS campaign by BETC London.
"Where one in five people in the UK are estimated to have dyslexia, this campaign from BETC London for Puissance DYS uses Minecraft to help create a more dynamic and engaging diagnosis tool, MINDCRAFT. Through a series of challenges and puzzles in the bespoke Minecraft immersive world, the campaign makes inclusive learning fun and highlights some of the unique skills that people with dyslexia have such as heightened problem solving abilities. I love the way MINDCRAFT shows how creativity can be used to make positive change, in this case to a diagnosis process, and how it champions the importance of neurodiversity."
- Georgie's pick:
- BETC London
November 2022: Ben
For our November #DiversityDrivesCreativity pick, Ben Piper our Design & Technology Director, chose Digitas UK's Anon CV.
"Things such as name, age, gender, cultural background and career gaps can impact the likelihood of getting invited for a job interview. Anon CV the great tool from Digitas, can eliminate unconscious bias. It's also free so accessible for all to use."
- Ben's pick:
- Digitas UK