January’s top three emotionally-stirring campaigns include: Sport England’s latest push for their This Girl Can campaign, Greenpeace’s save the turtles ad and the BBC’s Dracula billboard
To find out more about our approach with Stir Emotion here
(1) Emotion: empowerment
It’s January – we’re still feeling the glut of Christmas mince pies, and forcing ourselves out of bed and into the gym is no mean feat. Cue the latest ad from Sport England for their This Girl Can campaign – a rousing compilation of the warts and all reality of exercising, which manages to pull at the heartstrings and inspire in equal measure. Created from findings that more than half of women stop exercising due to fear of judgement, Sport England has been on a mission to debunk those anxieties, and they’ve certainly not slackened their pace with this latest push. Drawing on the life stories and experiences of real women, the ad is simple, empowering and, most importantly authentic, which, in a world dominated by ever-more perfect portrayals of celebrities and influencers, is refreshing.
(2) Emotion: guilt
The latest save the turtles ad from Greenpeace has had us all shedding a tear (or several) this month. Produced in the unmistakable style of the creators of Wallace and Gromit, the ad lulls us into the false sense of security of a familiar family journey; the car (or in this case shell) is packed to bursting point, the kids are playing “I Spy”, and there are constant chants of “are we nearly there yet?”. It’s only by virtue of it being a Greenpeace ad that we know that this happy equilibrium will not be maintained, and sure enough, our fears are answered when their home is destroyed by human intervention, causing the death of one of the turtles. By portraying the plight of the turtles in a familiar situation which we can all identify with, the ad succeeds in inspiring action, while avoiding being overly preachy.
(3) Emotion: playful surprise
For anyone not able to brave the BBC adaptation of Dracula which aired at the beginning of this month, the billboard does a pretty good job of setting the tone for the frights in store. Formed out of a series of wooden stakes, the billboard comes to life at night when a perfectly positioned shadow forms to reveal a silhouette of Count Dracula himself. Although only two versions of the billboard have been created (in London and Birmingham), intrigue around its innovative design has been widespread, with numerous pieces of coverage appearing – all going to show that a clever, targeted creative can be more impactful than a mass scattergun approach.