In A Year Of Cut Retainers And Pulled Projects, Creativity Has Blossomed

Boy draws with a brush an abstract big light bulb. Concept of innovation and creativity. Yellow style
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



In this guest post, the Haus design director Hayley Needleman (pictured below) wraps up the year of 2020 and says amid a difficult year, creativity has actually flourished…

From bushfires, to toilet paper shortages and uncomfortable nose swabs, it’s safe to say we’re ready to wrap the bow on 2020 and put this challenging and difficult year behind us. However, while this year was difficult, it also demonstrated spirit in times of crisis, and this spirit has been seen in our industry too.

In a year of cut retainers and pulled projects, in moments of professional adversity, creativity has blossomed.

It’s human nature to innovate and to create to make the world around us a better place. So, before we put 2020 behind us, I wanted to take a moment to appreciate how the industry has risen to the creative challenge, both locally and globally.

Our friends in Melbourne struggled through one of the longest lockdowns seen anywhere in the world, but the closure of cultural icons, galleries and venues presented new opportunities. Ooh!Media launched an outdoor exhibition that showcased works created with a COVID focus, echoing the range of emotions felt by Victorians during isolation. Taking over bus shelters and street furniture, the city became a new canvas that united people in their shared feelings. The campaign brought comfort and joy to Melbournians who could reconnect with their cultural side by seeing artworks created by their neighbours about the pandemic, during the pandemic. We really are in this all together.

Brands also played a key role in supporting federal advice and recommendations, helping to normalise the changing society. Most clear, was McDonalds who separated their famous golden arches for the first time to encourage people to physically distance. A favourite example of mine from this year is TimeOut, who changed their logo to TimeIn.

By doing this they took a stand, and encouraged people to support their favourite venues, restaurants and artists while staying in. This clever pivot (sorry) showed their support and encouraged their audience to do the same. They leant into their brand proposition, and the role the magazine plays in people’s lives by letting us know that “we’ll be here to celebrate and champion you, even if you’re temporarily closed or empty. Because when our cities bounce back – as they always do – we’re going to need that craft beer/weird art exhibition/drag brunch more than ever.”

In a physically distanced world, audiences found new ways to connect with each other and with brands. Enter the rise of TikTok. Already popular, its ability to let individuals (creators) entertain their social network saw the platform reach new heights. As Design Director at The Haus it has been exciting to see our social agency, GROUND, together with Tinder, at the forefront of creator and brand engagement on TikTok this year. The brands audience, Gen Z creators have used their voice to express their point of view and engage with Tinder in new ways such as users rating Tinder opening lines.

Menulog also inspired a wave of creators to interact with their brand on TikTok during lockdown, through their #DeliveryDance competition. Users were encouraged to film a dance to the ‘Did somebody say Menulog’ Song, produced by Australian DJs Mashd N Kutcher to win a year’s supply of Menulog.  By giving the audience the opportunity to have fun with their brand, Menulog democratised creativity for their creators giving them a unique voice.

This year, events were postponed, cancelled and reimagined, and as an industry we adapted. Our engagement marketing agency, Banter, have creatively responded to the challenge of continuing to deliver creative activations for brands. Usually, Sydney Breast Cancer hosts fundraisers in the forms of long lunches, but this year Banter re-considered how they could encourage people to raise funds. They launched their first ever virtual fundraising campaign, burpees4boobs – a challenge to the general public to do as many burpees as they can to raise funds. Across Australia, people got moving during lockdown and found meaning in movement for a good cause. And they were able to assimilate this action into their new behaviours as content creators, and at home exercisers.

So what will 2021 look like? We haven’t quite found ourselves in a post-Covid world yet. But as I write this, restrictions have been eased across NSW and across the country, and there is a buzz in the air around dancefloors and full stadiums. Our industry is celebrating with client dinners and boozy lunches.

2021 is kicking off now, and with more and more Australians out and about, we can expect to see all media back on the table. My prediction for the leading trend of 2021 is user created content (UGC), and our major challenge as an industry is evolving and mapping our creative to this channel. 2020 might have been difficult for all us, but one silver lining, is seeing our industry, brands and their audiences thrive creatively and express themselves creatively, cleverly adapting with every curveball 2020 threw at us.

 

 

Please login with linkedin to comment

2021 creativity

Latest News

TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director
  • Technology

TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director

TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role
  • Media

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role

Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar.  Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.   

Customer Messaging Platform Podium Launches In Australia
  • Technology

Customer Messaging Platform Podium Launches In Australia

Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering
  • Advertising
  • Marketing
  • Media

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering

Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]

by B&T Magazine

B&T Magazine
THE EDGE Welcomes New General Manager Emily Copeland
  • Media

THE EDGE Welcomes New General Manager Emily Copeland

Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique
  • Marketing

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique

Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption?    BW: […]

by B&T Magazine

B&T Magazine
Cities connected with lines on a blue globe.
  • Technology

Blis Unveils New Interactive Dashboard That Tracks Consumer Movement In Australia

Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast
  • Media

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast

Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date.  Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction
  • Marketing

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction

World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]

Patrick Rutkowski Joins Banter
  • Marketing

Patrick Rutkowski Joins Banter

Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]