Allstate, Williams highlight financial plight of domestic abuse victims | MullenLowe creates Snapchat Specs goggles for Royal Caribbean | Forsman & Bodenfors, P&G brand young Asian women with a "sell-by" date
June 23, 2017
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Allstate, Williams highlight financial plight of domestic abuse victims
Allstate Purple Purse
Click to watch video (Allstate/YouTube)
Allstate tapped Serena Williams to raise awareness of its Purple Purse initiative, which seeks to help the victims of domestic abuse through empowering them to become financially independent. A spot from Leo Burnett Chicago and MSLGroup Chicago provides insights into domestic violence through a woman's purse discarded in a Lyft, and the campaign will be promoted by Williams on her Instagram, Twitter and Facebook accounts.
Campaign US (free registration) (6/22),  The Drum (Scotland) (6/22) 
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Creative
MullenLowe creates Snapchat Specs goggles for Royal Caribbean
Royal Caribbean, with MullenLowe, has unveiled a scuba mask that incorporates Snapchat Spectacles called "SeaSeekers" as part of its new #SeekDeeper campaign. The mask allows users to live-stream from depths up to 150 feet and is part of the company's strategy to reach out to a younger demographic by showcasing the more adventurous opportunities its cruises provide.
Adweek (6/22),  Campaign US (free registration) (6/21) 
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Forsman & Bodenfors, P&G brand young Asian women with a "sell-by" date
Forsman & Bodenfors has created a campaign for Procter & Gamble's SK-II that spotlights the pressure of Asian women to marry before their 30th birthday. A spot features young women in Japan, South Korea and China growing up with an expiration date branded on their skin, with a voiceover asking, "Are we worth less after we turn 30?"
Advertising Age (6/22),  Campaign Asia (6/23),  Marketing online (Singapore) (6/22) 
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Agency Insider
Celebrating empathetic creative at Cannes
Cannes juries were tasked with putting empathy at the center of their decision-making this year, and DigitasLBi's Jill Kelly writes about some of the most empathetic creative from the festival. JetBlue empathized with both parents and those disrupted by giving all those traveling on a flight with a crying baby 25% off a future flight, and Hygiene's "Long-Lasting Uniform" brought financial relief to underprivileged schoolchildren in Thailand.
The Drum (Scotland) (6/22) 
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Why have we let advertising become a dirty word?
Why has the word "advertising" become a negative buzzword for creative while "branded content" has become revered as the answer to all of the industry's challenges, asks FCB Global's Susan Credle. "Let's take back advertising and define it for what it really is -- one of the best economic-drivers, problem-solvers, dream-makers in the world," she writes.
Campaign US (free registration) (6/22) 
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Agency News
Millennial news network Mic attracts $6.5M from WPP
WPP has invested $6.5 million in millennial news outlet Mic, which reports attracting 65 million monthly unique users. Mic helps brands such as Netflix, Alphabet, Goldman Sachs, Microsoft and Discover build engagement with millennial consumers.
The Drum (Scotland) (6/21),  TechCrunch (6/21) 
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Media & Technology Trends
Report: Vertical video ad adoption still slow
Mobile phones
(Indranil Mukherjee/AFP/Getty Images)
Just 112 mainstream mobile and desktop sites carried vertical video ads in the first quarter, with 40% of vertical video spots coming from TV and movies, 9% from clothing brands and 7% from retail, MediaRadar reports. Seventy percent of vertical video ads are 15 seconds long, which "is interesting since Snapchat, a vertical video leader, has a current max of 10 seconds," MediaRadar's Todd Krizelman said.
Adweek (6/21) 
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Association News
CreateTech 2017 Announced!
4A's CreateTech 2017
(4A's)
Advertising is changing as brands increasingly move to digital platforms to connect with customers, and CreateTech explores the creative edge of the digital transformation, experience and expressiveness. This year, CreateTech will examine A.I. in the context of creativity and creative work and will feature keynotes, discussions and demonstrations of leading edge ideas, creative executions and intelligent systems in business and art. Learn more and register here.
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Claim Your Jay Chiat Award!
Jay Chiat Awards
(4A's)
The global 4A's Jay Chiat Awards recognize the best strategic thinking in our industry. Last year's winners showed that great strategies lead to ideas that engaged us, moved us to action and even changed the way we see the world. Award categories include Global Strategy, Connection Strategy, National Strategy, Nonprofit, Product/Service Creation and Regional Strategy. Jay Chiat Award winners will be announced at the 2017 Strategy Festival in NYC with presentations of select winning cases. Register Today.
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