Created Lates: Brand Responsibility & Activism with Advertising
At this month’s Created Lates we were joined by a special guest: Indy Selvarajah, the creative mind behind one of the most thought-provoking and timely brand campaigns of 2020.
During the event, Indy broke down the ideation, process and impact of the Father’s Day Taken campaign, sponsored by the brand, Dove. It consisted of an e-card, digital campaign, print and TV spot which premiered before the Muhammad Ali tribute show on ESPN on Father’s Day and during the Oprah Winfrey special, 100 Black Fathers.
The campaign was created, pitched and developed in just over a week, in direct response to George Floyd’s death and the growing momentum of the Black Lives Matter movement. They created a $1m fund for the families whose Black fathers had been murdered by police brutality in the US.
Take a look at the highlights reel for more on the campaign:
Do brands have a responsibility to take a stand on societal issues?
Indy’s thoughts on the responsibility advertisers and brands have to promote societal issues and take a stand:
What if we think brands should be doing more?
Tips from Indy for how we can call out brands for not representing their customers’ values.
How did you convince a brand like Dove to back a politically charged project?
How Indy and the team convinced giant brands Unilever and Dove this project had to be made, and quickly.
How did you make sure the campaign hit the right tone?
Indy’s advice on how to construct ad campaigns dealing with sensitive issues without trivialising or commercialising them (no-one wants a fiasco like Kendall Jenner’s Pepsi ad).
Where do you start creatively on a project like this?
Indy walks us through his creative process on the campaign.
Are there opportunities in the creative industries for people of colour?
Indy’s thoughts on diversity in the creative world and how people of colour can thrive in the industry.
So there you have it, a breakdown of how brave brands can back activism.
Want to see the full event? We might just give it a re-watch ourselves…
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