Work of the Week: 24/07/20
Purposeful advertising is entering a new age. More and more, we won’t tolerate whitewashing, greenwashing, rainbowwashing or any other kind of lip service without action from brands. Brands are working out that that behaviour won’t be enough.
Apple has figured that out. As well as the fact that if companies like Apple don’t take action on the climate crisis now, in the future, it won’t have a world to do the capitalism thing in. So this week the tech giant pledged that by 2030 all of its products would be carbon neutral. And like Burger King’s recent sustainability pledge, Apple announced this with its own film. But unlike Burger King, who went all in with a musical extravaganza about cow farts directed by Michel Gondry, Apple took the understated approach with a sweet short film about a sleeping baby called Idan.
Of course, you can’t trust capitalism. So we, the ‘consumers’, need to make sure we keep our eye on the tech giants to make sure they stick to their word. We need to remind them that we support this pledge and demand that they keep it. We’re the ones buying their phones after all.
This campaign was just one in a strong week for creativity. Check out our list of eight pieces of work below.
