This week I’ve been lucky enough to be involved in a pitch for a global campaign, which has already challenged my thinking. We like to think of ourselves as living in a digital world, but there is a huge question over whether a digital-first approach is truly representative and inclusive, even when we use our best efforts to make it so. Much like the move to a cashless society risks excluding sections of society, does our reliance on digital-only campaigns mean we underserve or completely miss a key part of our audience? One to ponder.
We don’t play games
Our love of outdoor pursuits means we know this space inside out, and the latest campaign from The North Face really hit the mark. Interesting to see this brand re-focus towards the adventure audience after playing on the gorpcore trend in the fashion space for what some might say was too long.
It’s called manifesting, look it up
Olympic Champion Adam Peaty shared his method of visualising his goals on the road to Paris. It’s not as snappy as if you dream it they will come (hat tip Field of Dreams), but rather dream it, write it down, break it down into steps, take one step each day towards your goals.
And finally…
When standard filler text needs a special North East flavour. Gan canny pet.
