senckađ
Group745
Group745
Group745
Group745
Group745
High Five in association withThe Immortal Awards
Group745

High Five: Celebrating the Diverse

10/08/2022
Advertising Agency
London, UK
252
Share
From supporting LGBTQ+ activism to battling climate change, account strategist at Improper, Matt Moore, focuses on the underrepresented in his vibrant selection

I have chosen a top five that encapsulate our agency’s approach: amplifying the underrepresented and putting them at the heart of the story - with a good dose of queerness...



Brooklyn Brewery - '#CreateSpace'

Agency: Improper 

Brooklyn Brewery boldly provided space, resources and their own platform to five global LGBTQ+ activists for #CreateSpace, an ongoing campaign that supports grassroots activism and centres some of the most marginalised voices of the LGBTQ+ community. This was paired with a tailored programme of work and education on the importance of the LGBTQ+ civil rights movement.  



Pantene - '#HairHasNoGender'

Agency: Valtech Radon 

This campaign reminds us of how much more there is to do to reach equality at work. These beautiful portraits and personal stories offer an inspiring call to action while recognising individual challenges faced. It shows how much of an impact being yourself and having the support of others can have. 



Shelter - 'Only Choice Lettings'

Agency: Pablo London 

Shelter took the real-life stories of renters and turned them into satirical property adverts and video about ‘Only Choice Lettings’. Keeping viewers engaged until they realised the shocking stories were true, the campaign drove 7,000 new supporters to join Shelter’s campaign. 



Sheep Inc x The Knit Edit x Mermaids - PSA

Agency: In-house at Sheep Inc


Adore these beautiful images from photographer Vic Lentaigne. They were created to showcase carbon negative knitwear brand Sheep Inc’s collaboration with queer knitwear designer The Knit Edit - where all profits are being donated to transgender youth support charity Mermaids. Featuring members of the community and Mermaids staff, it’s a brilliant combination of sustainability, putting people at the heart of the story and gorgeous photography.  



Nike - 'Football'

Agency: Wieden + Kennedy Amsterdam 


I couldn’t create this High Five without mentioning the Lionesses after their historic win against Germany. Going back to the start, I love these projections from Nike. The perfect alignment of messaging, spaces utilised for the projections and the personalities of the players is just *chef’s kiss*.  
 
Credits
More News from Improper
Thought Leaders
10 Ways to Give a Damn
21/02/2023
125
0
ALL THEIR NEWS
Work from Improper
ALL THEIR WORK