Another busy week has passed here at Proctors HQ which has included Mastercard scoring a massive own goal with their latest campaign, Adidas showing the competition how it’s done and the Tour of Britain making its return to Bristol’s streets.
So here is our take on some of the most newsworthy stories we’ve come across these last seven days!
Mastercard Hunger Games
Credit card company Mastercard faced severe backlash over the weekend as they unveiled the latest ad for their Start Something Priceless campaign.
The ad in question featured footballing superstars Lionel Messi and Neymar Jr, with Mastercard announcing for every goal these players score at this summer’s World Cup, they will donate 10,000 free meals to children in Latin America and the Caribbean.
On the surface, it doesn’t seem like a bad gesture…until you take a deeper look into the campaign.
Not only does this concept place a significant burden on the players’ shoulders to score goals in Russia this summer, but also on the goalkeepers of their rival nations, who would effectively be denying starving children free meals if they saved potential goals.
For example, in their World Cup opener on Saturday 16 June against Iceland, if Argentina are awarded a penalty, Lionel Messi then faces the pressure of not only scoring the goal for his country but also of potentially feeding 10,000 starving children.
And then, of course, the Icelandic goalkeeper faces the moral question: “Do I try to save this penalty?!”.
The campaign has received significant resistance on social media with many stating that if Mastercard has the capacity to donate these meals in the first place, why have it dependant on something that doesn’t have a pre-determined outcome?
Although we’re confident this isn’t the coverage Mastercard had in mind, with under two weeks until the biggest sporting event on the planet it seems like the credit card giant really has scored an own goal.
*On Tuesday, it was announced that Mastercard has since dropped the ‘goal-for-meals’ campaign after a huge public backlash.
No matter the challenge, creativity is the answer
From an example of a company getting their message wrong to one that has smashed it with their latest World Cup-themed advert.
Adidas along with the help of their agency 72andSunny have absolutely crushed their latest ad where they brought together a grand total of 56 creators from both sport and society to deliver the powerful message that “Creativity is the Answer”.
In order to capitalise on the upcoming tournament, multiple big names from the beautiful game – David Beckham, Lionel Messi, Paul Pogba, Mo Salah, Jose Mourinho, and many more – featured alongside off-pitch icons such as musician Pharrell Williams, NBA star Damian Lillard and former women’s tennis world number 1 Caroline Wozniacki.
Having used the World Cup as a time-appropriate backdrop, Adidas have engineered an amazing campaign model through personal storytelling. To boot, they’ve created a personal brand experience across multiple platforms and continents with the aim of empowering all young creators around the world.
Tour of Britain to return to Bristol
More great news for the city of Bristol this week as Tour of Britain organisers announced Bristol will host stage three of this year’s event.
The world’s top cyclists will hit Bristol’s streets on 4 September for a gruelling 125-kilometre (77.7 mile) stage that will see them start in central Bristol before darting out into North Somerset and around Cheddar Gorge and then heading back to the finish line on the Clifton Downs.
Bristol missed out on hosting a stage of the 2017 tour, with the closest cycling action in Cheltenham and Cardiff, but the event returns to Bristol for the third time since returning in 2004 after a five-year hiatus.
Last time the event was in Bristol, British rider Steve Cummings retained his overall lead after a tough 7b stage and managed to win the Tour for Team Dimension Data, becoming the first Briton to win the event since Sir Bradley Wiggins back in 2013.
We’re tired just thinking about it all, but it’s good to see such a global event come back to Bristol – good luck to every rider!
Proctors’ Katie Elvins shortlisted for Young Designer of the Year award
Thursday saw Proctors’ very own Katie Elvins travel up to the Big Smoke following her nomination for The Drum Design Awards’ ‘Young Designer of the Year’.
Since joining us as an intern in 2011, Katie has been working her magic for all of Proctors’ clients, including Panasonic, Effat University, South West Water, Prysmian, and Saudi Arabia’s Economic Cities Authority (ECA) – building brands for an entire city.
Alongside her full-time job at Proctor + Stevenson, Katie has founded a successful business on her typographical skills. Through gorgeous prints, flags, cards and much more, OSO TWEE has helped build brands for businesses of all shapes and sizes.
Although the night belonged to Natalie Palmer, we’re so proud of our Cornish whirlwind, who faced down some incredibly talented competition from across the country to secure her much deserved place as a finalist.
Facebook waves goodbye to ‘Trending’ section
After a four-year run, marred by controversy, Facebook said goodbye to Trending on Friday.
The algorithmic component collated stories from across the network based on the user’s preferences and interests. However, the largely problematic section has been a long-term headache for Facebook’s higher-uppers due to its accumulation of trending news in the absence of human oversight.
Stories ranging from 9/11 conspiracy theories to parody news articles about mystical iPhone features were displayed front and centre to users logging into the desktop version of the site.
Facebook says that the section is outdated and will be replaced with a few ‘new to Facebook’ sections such as ‘Breaking News’ and ‘Today In’, focused according to the user’s location and key news in that area. Additionally, ‘News Video’ will be coming to the US platform very soon.