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Work of the Week: 24/07/20

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Apple made a big promise this week that we need to hold them to, writes LBB’s Alex Reeves

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.


Apple Faces the Future with 2030 Pledge – Featuring an Adorable Baby




Kia Launches Adrenaline-Fueled Summer Blockbuster 'The Features Film'




How Area 23 Elevated Kids with CF to Social Distancing Influencers




'Love Has No Labels' Fights Discrimination Against Asian and Pacific Communities Amid Pandemic




LifeStyles Unnerves Australia with Sex, Stocks and STIs




Basketball Is a Whole New Game in NBA Ad by Ringan Ledwidge




Aardman Tugs on Heartstrings with Poignant but Constructive Spot for Born Free Foundation



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LBB Editorial, Fri, 24 Jul 2020 10:46:30 GMT