22nd April 2022
Featured Story of the Week: Ecologi has debuted a carbon-draining billboard on Kingsland Road, Shoreditch, as part of its new Earth Day (22 April) campaign, titled “The power of possible”. The billboard measures 161m² and will suck four tonnes of CO2 from the air. It reads: "A climate ad that sucks as much as this one? Possible." According to Ecologi, the billboard will leave a net emissions removal of 2.1 tonnes, after accounting for production emissions.The brand worked with blowUP Media to produce the banner and will use a technology called Pureti that uses natural sunlight to break down harmful emissions. The billboard will be on display from 18 April to 29 May and can remove up to 40% of the pollution that it comes into contact with. After six weeks, PVC waste from the billboard will be burnt at high temperatures to generate superheated steam to drive a turbine and produce electricity. Read more here.

Article of the Week: Ikea is encouraging adults to use play to boost their wellbeing, creativity and mood. “Let play unwind your mind” depicts a woman, stressed with work and then irritated by her boyfriend, who turns their dining table into a ping pong table. The woman decides to take a break from work to play a game and, as she becomes enthralled by it, she begins to relax. As the game continues, the table lengthens and the woman is transported into a playful tunnel, where she leaps along a row of mats in front of her. Then she flies through a world of drawings to land on a hopscotch grid and finally jumps back into her living room with her boyfriend and daughter. Kemi Anthony, marketing communications manager at Ikea, said that mindfulness activities are usually thought of as yoga or meditation. However the brand’s research shows that a more effective way to achieve a calm state can be through plays. The ad will run across TV and cinema. It will be supported by radio, podcasts and digital media. Ikea is also planning a range of in-store activities. Read more here.

OOH Story of the Week: Bananas are the most popular item on the list for Londoners using grocery delivery service Gorillas. Marking the brand's first year of operation in London, Gorillas has released its first major ad campaign highlighting the weird and wonderful ways people use the service. The work uses a series of double-entendres and stitches different content together to make a humorous ad. It is supported by a series of out of home ads that show the preference of different boroughs. Read more here.

Experiential Story of the Week: Tinder is partnering with live entertainment company Live Nation, live event producers AEG Presents, and Superstruct Entertainment to introduce a new in-app feature designed to help its members connect before festivals. Seventy-five percent of singles aged 18-39 agree that being able to connect with someone online before meeting in person would ease some of the pressure of making a good first impression. That is according to a recent survey conducted in the US by The Harris Poll on behalf of Tinder. Festival Mode aims to bridge the gap between online introductions and IRL connections by allowing Tinder members to find fellow festival-goers before the show. With 31% of singles planning to attend a music festival or concert this year, Festival Mode will be a space to connect over shared interests before possibly meeting in person at an event. Members can select which of this year's music festivals they plan to attend and will be able to match with others also going as early as a month before the show. Read more here.

TV Story of the Week: Sky has conjured up a ghostly apparition to launch its new supernatural crime thriller, The Rising. Appearing on the banks of Derwentwater in the Lake District, the eerie figure began to rise from beneath the water in the early hours of the morning. Surrounded by a grey mist, the life-sized figure appeared to mouth the words "come find me". The visuals were developed by Kaleida using hologram technology and depict lead character Neve Kelly played by Clara Rugaard. The hologram was inspired by research commissioned by Sky that found that 42% of Brits believe in life after death with a further 63% admitting to believing they have been guided through life by a deceased loved one. The Rising is an eight-episode Sky Original's series based on the Belgian drama Beau Séjour which has been adapted by Sky Studios. The Rising is the first series produced entirely in-house by Sky Studios, Sky's original programming arm across Europe. Read more here.

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