Created in partnership with IMPACT BBDO, the campaign transformed the UAE’s presence at the Cannes Lions International Festival of Creativity into an open invitation for creatives, entrepreneurs, and innovators whose boldest concepts may have been rejected elsewhere. Rather than promoting a destination, the campaign promoted an environment where ambitious ideas could find the opportunity to become reality.

For the third consecutive year, the UAE established a strong presence across Cannes through a series of strategically placed out-of-home installations. Positioned around the Palais des Festivals and along the Croisette, the billboards addressed one of the advertising industry’s most familiar experiences: seeing promising ideas dismissed before they have the chance to be realised.

The campaign featured striking headlines including “The Ideas They Reject, We Build,” “The Idea Wasn’t Wrong. The Room Was,” and “Don’t Reduce the Idea. Change the Place.” Together, the messages reinforced the UAE’s long-running “Impossible is Possible” positioning while presenting the country as a place designed to support experimentation, innovation, and execution.

According to Khaled AlShehhi, Executive Director of Marketing and Communication at the UAE Government Media Office, the campaign drew inspiration from an experience shared by many creative professionals.

“Every creative professional understands what it feels like to have an idea questioned or dismissed,” he said. “Some concepts fail because they are not ready, but others simply arrive before the people evaluating them are prepared to embrace them. Our message is an invitation to those ideas that still deserve the opportunity to become reality.”

The campaign extended well beyond traditional billboards. Developed with IMPACT BBDO, it appeared across large-format outdoor advertising, digital screens, building wraps, and indoor media placements throughout the festival. Its visibility across key Cannes locations helped make the installations part of conversations taking place both inside and outside the official festival programme.

The campaign also generated significant engagement on social media, where delegates frequently photographed and shared the installations, helping the message reach audiences beyond Cannes itself.

Ali Rez, Regional Chief Creative Officer for IMPACT BBDO group of companies, said the work reflected the country’s broader ambition.

“The campaign represents a nation that believes bold thinking deserves bold action,” he said. “It’s an invitation to creators looking for a place where ambitious ideas have the opportunity to be realised.”

With this year’s Cannes presence, the UAE once again used one of the creative industry’s biggest stages to present itself not simply as a destination, but as a partner for ambitious thinkers. By focusing on ideas that never made it beyond the pitch room, the campaign challenged creatives to consider a different perspective: perhaps the idea was never the problem. Perhaps it was the place where it was presented.

This campaign is about:
UAE Government Media Office, UAE Cannes Lions Campaign, Cannes Lions 2026, Cannes Lions International Festival of Creativity, IMPACT BBDO, Outdoor Advertising, OOH Campaign, Creative Billboards, Brand Campaign, Innovation, Advertising, Creative Industry, Marketing Campaign.

The initiative set out to find a more effective way to address concerns and help reduce hesitation among the public.

The Insight Behind the Campaign

The strategy was built around a familiar behavior. When people are uncertain about a decision, they often look for reviews and experiences from others before making up their minds.

Drawing from this insight, the campaign used first-hand stories from vaccinated individuals to provide reassurance around common concerns related to the Covid-19 vaccine.

Rather than relying solely on official information, the campaign introduced personal experiences into the conversation.

Turning Experiences Into Reviews

To develop the idea, trending fears and concerns about vaccination were mapped against credible first-hand accounts from people who had already received the vaccine.

These stories were transformed into what the campaign described as the first-ever reviews of the Covid-19 vaccine.

Different individuals addressed different concerns:

• Caregivers shared experiences related to vaccine availability.

• Breadwinners spoke about side effects.

• Seniors expressed their excitement about seeing grandchildren again.

• Parents addressed questions around safety.

The reviews were delivered contextually so that audiences received stories that reflected concerns relevant to them.

How Reviews of Hope Continued to Evolve

As data revealed new fears and questions about vaccination, additional Reviews of Hope were created to respond to those concerns.

This allowed the campaign to continue building a collection of first-hand experiences that reflected the topics people were actively searching for and discussing.

The approach connected search insights with personal stories, helping ensure that the reviews remained relevant to the audience.

Why the Campaign Stands Out

One of the notable aspects of the campaign is the way it applied a familiar review format to a public health challenge.

By drawing on a behavior commonly associated with decision-making, the campaign used personal experiences to address questions around vaccine availability, side effects, safety, and family connections.

The idea was also informed by ongoing search data, allowing the campaign to continue creating new reviews as concerns emerged.

Results

The impact of Reviews of Hope was reflected in both search behaviour and vaccination sentiment.
According to the campaign:

• Positive perception of vaccination increased by 8.6%.

• Google Search data showed a reduction in misinformation-related activity.

• Vaccination rates in Indonesia increased during the campaign period.

• The campaign reached 260 million people over four months across digital and television broadcasting.

• Brand trustworthiness increased by an average of 5% across Indonesia.

Final Thoughts

Reviews of Hope took a familiar consumer behaviour and applied it to a public health issue. By pairing search insights with first-hand experiences from vaccinated individuals, the campaign created a format designed to address concerns through relatable stories.

The work demonstrates how audience behaviour, data, and personal experiences can be combined to support communication efforts around an important public health initiative.

Credits
Brand: Google
Campaign: Reviews of Hope
Advertising Agency: Toaster, Singapore
Media Distribution Company: Essence SEA
Art Director: Vincent Tanara
Associate Creative Director: Adryanto Santosa & Manisha Sharma
Creative Director: Meyvi Wedelia
Executive Creative Director: Vinod Savio
Senior Art Director: Prayudha Bimo Aryotejo
Senior Copywriter: Satria Partala Pamungkas
Senior Motion Graphics Designer: Mujib Jamin
Account Director: Chi Nguyen
Brand & Creative Lead – SEA: Mira Sumanti
Head of Brand Marketing, SEA & India: Samit Malkani
Head of Consumer Apps Marketing: Fida Heyder
Multimedia Designer: Aung Cho Zan
Product Marketing Manager: Renita Pusparini

When popular media normalizes stalking, the real-world consequences are devastating. VML recognized that a standard textbook approach wouldn’t fix a problem created by entertainment. They needed to speak the exact same language the youth were already consuming.

View the Audit Report of This Campaign

The Context

In many classic Bollywood narratives, a woman’s rejection isn’t the end of the conversation. It acts as a challenge. Young men absorb the toxic idea that persistent pursuit will eventually turn a strict “no” into an enthusiastic “yes.”

This cultural blind spot created a terrifying reality on the ground. India faced rising numbers of harassment, with schools becoming hotspots for eve-teasing and molestation. Without a proper framework to discuss boundaries, the youth relied on these flawed media representations to figure out gender dynamics.

The Creative Idea Behind the Durex Consent Curriculum

You can’t fight pop culture with dry textbooks. The creative team realized that if movies created the problem, entertainment had to fix it. The brand partnered with the National Curriculum Framework (NCF) and the Government of India to build something entirely new.

They designed an all-age, all-gender educational program. Instead of clinical lectures, the team built a vibrant ecosystem of content designed to grab and hold a teenager’s attention.

Execution

The rollout targeted grassroots levels across the country. The team swapped out boring syllabus materials for highly engaging, culturally relevant formats.

• Comic Books and Cartoons: Visual stories broke down complex social interactions into digestible, highly relatable scenarios for younger students.
• Audio Podcasts: Intimate, conversational formats allowed teenagers to listen and reflect on personal boundaries without the awkwardness of a classroom lecture.
• Bollywood-Style Music Video: They fought fire with fire. A high-energy music video flipped the traditional stalking narrative, celebrating the “Language of Yes” and enthusiastic agreement.
• School Murals: Colorful wall art turned school corridors into daily, visual reminders of mutual respect.

Why It Works

This initiative didn’t just preach from a pedestal. It dismantled social conditioning by meeting students exactly where they are. The Durex Consent Curriculum succeeded because it stripped away the taboo usually associated with sex education in conservative environments.

The numbers prove the strategy was spot on. By reaching over four million students across 13,000 schools, the campaign triggered a massive behavioral shift. According to NCRB reports, participating schools saw a staggering 47.5% drop in molestation cases and an 18.9% decline in eve-teasing.

Final Takeaway

Brands often talk about purpose, but very few manage to change national crime statistics. Durex stepped far outside its traditional marketing boundaries to protect a vulnerable generation. When you change the media diet of the youth, you actually change their behavior.

Watch more compelling film and video campaigns that challenge the status quo.

Credits:
Brand: Durex
Agency: VML
Production Partners: National Curriculum Framework (NCF), Government of India
Campaign Name: Consent Curriculum

This campaign is about: Durex Consent Curriculum, sexual health education, VML advertising, consent awareness, film and video marketing, brand purpose.

The Context

The installation was strategically placed in one of Hyderabad’s largest and busiest commercial hubs. In these environments, life rarely pauses, and even breaks are often rushed or spent multitasking. Vending machines are globally recognized as symbols of immediacy, usually dispensing snacks in about three seconds.

Kitkat identified that the modern hustle in India has shortened the traditional break. By placing a deliberately sluggish machine in a high-traffic area, the brand aimed to test whether a forced pause could transform a routine transaction into a meaningful experience.

The Creative Idea

The core insight behind the Slowest Vending Machine in the World is rooted in Kitkat’s iconic “Have a Break” philosophy. Instead of delivering a chocolate bar instantly, the machine invites the user to go on a visual journey. It subverts the expectation of convenience to provide a “scenic break.”

Developed through a collaboration between VML India and VML Netherlands, the project was engineered to make the wait feel like a reward rather than an inconvenience. The goal was to give people a guilt-free moment of wonder, allowing them to simply watch and smile while their snack was prepared.

Execution

The physical machine, brought to life by the Delhi-based production house The Other Half, features a transparent front that reveals a complex, miniature world. Once a user inserts a coin, the Kitkat does not simply drop; it embarks on a leisurely tour of Indian life.

• The chocolate bar travels via a miniature toy train through a crafted landscape.
• It passes through a rotating Ferris wheel, mimicking a local carnival.
• The bar hitches a ride on a vibrantly decorated iconic Indian truck.
• It floats gently along a simulated river before joining a festive procession.
• The entire journey takes significantly longer than a standard machine, forcing the consumer to wait and observe.

Why the KitKat Slowest Vending Machine in the World Works

This campaign succeeds because it uses “friction” as a positive brand attribute. While most brands compete to be the fastest, Kitkat wins by being the slowest. This creates a high level of engagement as passersby stop to see why a crowd has gathered around a vending machine.

The visual storytelling inside the machine resonates emotionally. By using familiar cultural symbols like the toy train and the festive procession, the brand creates a sense of nostalgia and delight. It transforms a solitary act of buying a snack into a shared, immersive event that people naturally want to record and share on social media.

Final Takeaway

The KitKat Slowest Vending Machine in the World serves as a physical manifesto for the Kitkat brand. It proves that even in the middle of a frantic workday, there is always time to pause. By slowing down the delivery of the product, Kitkat successfully increased the value of the break itself.

Credits:
Brand: Kitkat (Nestlé)
Agency: VML India & VML Netherlands
Production: The Other Half
Chief Creative Officer: Kalpesh Patankar (VML India)
Global Chief Creative Officer, Innovation: Bas Korsten

Explore more innovative OOH campaigns

This campaign is about: KitKat Slowest Vending Machine in the World, KitKat, VML, Scenic Break, Creative Advertising, Brand Experience, Outdoor Marketing, Mindfulness in Advertising.

Reimagining the Baby Monitor with Empathy and Innovation

What if baby monitors didn’t just listen to babies—but to parents as well? That’s the bold question posed by Gallia (known as Aptamil in international markets) in its latest creative campaign, “MommyPhone”, developed in collaboration with BETC Paris. With this striking idea, the brand doesn’t just launch a new product—it launches a conversation.

In the world of parenting, baby monitors are one of the most iconic symbols of care and vigilance. But Gallia’s campaign flips the narrative, spotlighting an often overlooked truth: new parents need to be heard, too.

Shedding Light on the Postpartum Reality

Becoming a parent is a transformative experience—emotionally, mentally, and physically. Yet, despite the joy it brings, the postpartum period often remains a taboo topic. Gallia’s campaign doesn’t shy away from the truth. Instead, it boldly presents the realities many parents face:

• 9 out of 10 parents report feeling physically, psychologically, or emotionally drained.
• 88% say they experience both happiness and exhaustion during the postpartum phase.
• 97% express a desire for more emotional and psychological support.

These aren’t just numbers—they’re a wake-up call.

Through MommyPhone, Gallia challenges societal norms that center exclusively on newborns while sidelining the well-being of the very people raising them.

MommyPhone: A Symbol with Purpose

At the heart of the campaign is a fictional but symbolic device—a reimagined baby monitor with a twist. Instead of transmitting baby sounds, MommyPhone connects parents directly to professionals in early childhood and mental health.

This conceptual tool acts as a visual metaphor for Gallia’s real-world offering: a 24/7 helpline that provides free, confidential support for parents. The campaign brings this idea to life in a way that is both creative and grounded in real need.

Real Support, Real People

The MommyPhone campaign isn’t just about creative flair; it delivers on real, practical solutions:

• 24/7 Access to parenting experts via phone, email, or live chat
• Free and confidential guidance tailored to each parent’s situation
• Opportunities to speak directly with psychologists and former midwives on designated days

By providing a consistent, empathetic support system, Gallia bridges the gap between marketing and meaningful action.

A Film That Sparks Conversation

The centerpiece of the campaign is a short film featuring real parents—not actors—gathered around a table, sharing candid reflections on the postpartum journey. In an inviting, honest environment, these parents open up about the challenges, emotions, and small victories of new parenthood.

The MommyPhone makes a subtle but powerful appearance, serving as the conduit through which these voices are heard. The film is not only emotionally resonant but also skillfully crafted to break the silence around parenting struggles.

Creative Advertising with Purpose

BETC Paris, the creative agency behind the campaign, masterfully balances emotional storytelling with brand authenticity. Rather than focusing solely on product messaging, they align Gallia’s brand values with a larger social mission: supporting parental well-being.

This is a campaign that goes beyond traditional advertising. It starts with a question, provokes thought, and ends with concrete solutions. It’s a testament to how creative advertising can fuel change—both culturally and practically.

A Campaign That Resonates Across Channels

Launched on French television on March 24th, the campaign extends its reach through social media, online platforms, and parenting communities. Its multi-channel approach ensures that the message resonates widely, engaging both new parents and wider audiences in a conversation that’s long overdue.

Final Thoughts: When Listening Becomes an Act of Care

MommyPhone is more than a clever concept—it’s a symbol of much-needed empathy in the world of parenting. By addressing the silent struggles that come with early parenthood, Gallia and BETC Paris show us that supporting parents is just as vital as caring for babies.

In a world overflowing with baby-first products, this campaign is a reminder: sometimes, the best thing we can do for a child is to simply listen to their parents.

Key Takeaways

• MommyPhone is a symbolic baby monitor that “listens” to parents, launched by Gallia/Aptamil and BETC Paris.
• The campaign addresses the emotional and psychological challenges of the postpartum period.
• Gallia offers a free 24/7 helpline with access to expert support.
• A powerful short film features real parents sharing their postpartum experiences.

The campaign is both emotionally impactful and socially relevant, setting a new benchmark for creative advertising in the parenting space.

This campaign is about:
MommyPhone Campaign, Advertising, BETC Paris Ad Campaign, Postpartum Support for Parents, Baby Monitor, Parenting, Mental health, Childbirth, Emotional Advertising, Babyphone for Parents, Tech Innovation.

Credits
Advertiser: Danone
Brand: Laboratoire Gallia (Aptamil)
Ad Agency: BETC Paris

1. Facebook – ‘Holi’| More Together

2. Goldmedal Electricals – How will you play Holi this year?

3. Bajaj Allianz Life Insurance – Rangon Aur Baaton Ka #BuraNaMano

4. Surf Excel – #RangLaayeSang

5. Ghadi Detergent- Saare Mael Dho Daalo- Ghadi Detergent

6. Nest-In | A Tata Steel Construction Solution – #ApnoKeLiyeAageBadho

7. Parachute Advansed – #KhulkeKheloHoli

8. Indian Oil – RangAnekPehchaAnek

9. Livpure – #BinaPaaniHoliManaani

10. Fevicol

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A post shared by Fevicol (@fevicolkajod)

Overall, Holi provides a great opportunity for brands to connect with their customers in a fun and engaging way. The above-mentioned campaigns are some of the best examples of how brands have leveraged the festival of Holi to create memorable and impactful advertising campaigns.

Tags:
Holi, advertising, campaigns, India, 2023, creative, marketing, strategy, brands, Holi marketing ideas, Holi campaign examples

OPPO India – A Boy Vs Potholes, this Diwali who will win?

Sometimes a little inspiration can bring in a lot of light in your life. Watch how these kids lit up their neighbourhood on Diwali. #InspirationAhead

CaratLane – How To Celebrate Diwali Differently

We are celebrating Diwali in a hatke way this year, with more love, laughter & light! We know everyone has their unique ways to bring in the joy of festivities.

#GiftACaratLane to your loved ones and watch their faces light up with the purest joy this Diwali! Celebrate #MereStyleKiDiwali

Tanishq – Naye Milestone Wali Pehli Diwali

You chase after your dreams and give it your all to bring them to life. And in this journey you carve a new path, creating new traditions that speak not just to you, but many after you. Your Nayi Shuruat is an inspiration and a reason for a grand celebration.
As you revel in the festivities of your Nayi Shuruat ki #PehliDiwali, illuminate your accolades with #AlekhyaByTanishq, our Pichwai-inspired, majestic festive collection for you.

Coca-Cola – Follow the bottle

This year, let’s go back to celebrating Diwali the way we used to – together. #MilkeHiManegiDiwali #CocaCola

Cadbury Celebrations – Support the hawkers near you | #ShopsForShopless

Iss Diwali, jinki dukaan nahi, unki bhi dukaan khulegi.
Cadbury Celebrations is creating an online shop for the hawkers who bring us the essence of Diwali but often lose business due to the lack of a permanent shop.

HP – Iss Diwali, Thodi si Jagah Bana lo

Join the initiative! Support local artisans, and make a little space for their craft in your homes. Best Diwali Campaigns
The struggles of millions of artisans like Paresh has inspired HP World stores to open their doors and take action. Let’s come together and celebrate the artisans and their art at a HP world store near you.

Jar App – Buddhi Jeevi Buddhi Laga

Roz ke investment advices pe mute daba aur logic laga kyun ki Piyush Mishra ji kehte hain ki tu buddhi jeevi hai, toh #BuddhiJeeviBuddhiLaga

Sabhyata – Redefining Celebration

For working women, claiming their position in society has been challenging for ages. They are always seen as a daughter, mother, or a wife; no one ever tries to know about their dreams & goals. Sabhyata is shattering the myth and prejudice against working women. This Diwali, let’s not confine them to narrow standards of feminity. Let’s redefine the purpose of celebration.
#RedefiningCelebration

Asian Paints – Diwali Pe Har Ghar Kya Kehta Hai?

Diwali is the time for family, where we celebrate the love and warmth of togetherness. It is a time of endless chatter and laughter because the festivities make way for glittering moments of joy.

JK Cement Ltd. – #TohfaSurakshaKa

Jo poora karte hain vaada suraksha ka, Iss Diwali hum de rahe hain unhein ek #TohfaSurakshaKa – A JK Super Cement safety initiative.

Netflix – Cherrapunji ki Diwali

ahan bhi ho, jiske saath bhi ho, Diwali houseful honi chaiye
Wish you a Happy #HousefulWaaliDiwali

Shoppers Stop | Mother In Law Plans A Surprise! #NayiDiwaliNayiSoch

his Diwali, unwrap new relationships and celebrate new traditions.

Amazon India – This Diwali, Let’s #DeliverTheLove

Some people are special family and this year don’t forget to deliver the love to them yourself. Here’s a heartwarming story from us ! #deliverthelove #specialfamily

Tags:
Best Diwali Ads, Advertising, Marketing, Marketing Campaign, India, Happy Diwali, Diwali campaigns 2022, Diwali campaigns, Best Diwali Campaigns

Culture shapes, creativity inspires. They are celebrating Asian and Pacific Islander Creativity. See the stories of eight boundary-defying API artists who flip the script on the all-too-common question, “where are you from?” to lay claim to the myriad identities that inspire their work.

“Where I’m From” aims to highlight creators who embrace their roots and whose creativity is fueled by their one-of-a-kind experiences. With that, we are partnering with HYPEBEAST to provide an engaging and narrative-driven platform for emerging creatives to showcase their work. Driven by the idea that talent recognizes talent, we asked designer Dao-Yi Chow, co-founder of Public School New York and creative director of Sergio Tacchini, to identify three individuals he believes represent the next generation of influential designers and artists.

To inspire others, HYPEBEAST, an authority in streetwear, fashion, and culture, will feature in-depth and insightful conversations between Chow and emerging creators. These articles will recount the stories of their career journey, the ethos of their unique craft, and how their backgrounds and experiences inspire their art.

“Where I’m From” was made in collaboration with creative agency 72andSunny and production studio Psyop.

Credits
Agency: 72andSunny
Client: Adobe
Tags: Digital Film, United States, Technology, Professional Services, Adobe, Adobe Photoshop, Adobe Illustrator, Creative Ads, Creative Film, Creative Artists, Advertising, Animation, Brand film, Motion Graphics, Adobe Where I’m From
Source

The #CleanAirNow campaign urges people to join Greenpeace to demand clean air in the future. If we want 2030 to look different, we have to start now.

Credits
Campaign: #CleanAirNow
Brand: Greenpeace
Agency: Ogilvy

Credits
Client: Greenpeace
Advertising Agency: Pedro Juan y Diego

This time, they won’t celebrate this event with a picture of a delicious burger. Instead, BURGER KING® chose to make a touching ad. It’s time to reunite with your keys, toys, socks (and even more)! You probably can’t wait to see them again, well BURGER KING® also can’t wait to see you again. So book your June 9 to go to BURGER KING® to reunite with your lost items, and as a bonus, you will have the pleasure of tasting a delicious burger.

Burger King Forgotten items

Credits
Brand: Burger King
Campaign: Burger King Forgotten items
Advertising Agency: Buzzman
President and Executive Creative Director: Georges Mohammed-Chérif
Vice – President: Thomas Granger
Managing Director: Julien Levilain
Creative Directors: Louis Audard, Tristan Daltroff
Art Director: Nicolas Boudeau
Copywriter: Caroline Ribemont
Account Director: Xavier Devaux-Landragin
Account Manager: Quentin Seguret
Account Executive Assistant: Romane Bourdier
Social Media Consultant: Paul Gosset
Head of PR & Communication: Amélie Juillet
PR & Communication Manager: Paul Renaudineau
Head of Production: Vanessa Barbel

Credits
Client: Global Citizen
Advertising Agency: Alma, USA
Creative Chairman, CEO: Luis Miguel Messianu
Co-President & Chief Creative Officer: Alvar Suñol
SVP, Strategic Insights: Angela Rodriguez
Creative Director: Gabriel Ferrer
Creative Director: Gabriel Reyes
Art Director: Danae Nuñez
Copywriter: Alejandra Vidal
VP / Director of Production: Yeyo Marquez
Producer: Rudy Leschhorn
Director Business Affairs: Marinet Quiñones
Print & Business Manager: Candy Cabrera
Group Account Director: Meg Valls
Account Executive: Tori Dunn
Group Planning Director: Jennifer Pollack
Production Company: In & Out Productions
Director: Daniel Azancot
Executive Producer: Frida Sellar
Producer: Julia Dangond
Director of Photography: Robert Maya
Editor: Michael Burgos
Post Finishing: Moving Forward Studios
Finishing: Leo Lovera
Color: Oscar Martinez
Music: Makeabeat Productions
Composer: David Miranda
Performance Agency: PMG
Programmatic Media Manager: Emily Ward
Associate Director of Digital Media: Jeff Kinkopf
Head of Search, Social, & Shopping: Jason Hartley
Head of Brand Marketing & Communications: Ashley Stewart
Vice President of Client Development & Marketing: Parks Blackwell

Relate NI have teamed up with colleagues from across the UK and renowned British photographer, Rankin, to shine a spotlight on the often unseen but important topic of sex and intimacy in our later years, which is integral to our wellbeing as we age, in a new campaign: let’s talk the joy of later life sex.

Shooting five older couples and one woman in their most intimate settings, the team set out to show what sex and intimacy can mean in later life in a way that’s never been done before. The campaign aims to tackle the stigma around this unspoken subject and improve ageing people’s wellbeing as a result.

According to a poll undertaken by 3Gem market research, only 20% of people think society is ok talking about sex and intimacy in people aged over 60.
The majority (60%) of people aged over 65 aren’t comfortable talking openly to anyone about sex and intimacy, citing embarrassment as the top reason at 66%. This was followed by, ‘it just wasn’t talked about when I was younger (64%), not wanting to make others uncomfortable (63%), not knowing when to bring it up (58%) and lack of confidence (57%).

Good quality relationships are the foundation to our health and wellbeing throughout our lives. As we age, the impact of healthy relationships on wellbeing can be even greater, especially for those who spend more time at home.
Evidence demonstrates that people who have good quality relationships have lower blood pressure than those in poorer quality relationships. In contrast, close couple relationships can slow the rate of decline in people with dementia and even delay admission to hospital or care homes.

Sexuality doesn’t diminish as we age. Sex and intimacy remain fundamental to healthy couple relationships and the positive effects these have on our wellbeing. That is why we have launched this campaign to lift the taboo on sex and intimacy in later life.

This campaign champions the importance of sex and intimacy in later life, exploring everything from long-term love to new adventures, tender intimacy to the more risqué. The series of images and videos feature a whole range of older people, from Andrew and Mark, who have been together for 31 years, to Chrissie, who has had a double mastectomy and her partner Roger, to Daphne and Arthur, who still hold hands when they walk. The people featured are of varying ethnicities, sizes, shapes and sexualities, aiming to show that we can all feel empowered to think and talk about sex and intimacy as we grow older.

Credits
Advertiser: Relate
Campaign: The Joy of Later Life Sex
Photographer: Rankin

When we think about threats to whales, seals and walrus in the Arctic, we don’t immediately think of underwater noise pollution. More likely, our minds go to visions of melting ice caused by the region’s biggest threat: the climate crisis. Sea ice is an essential habitat for many Arctic species. It is also necessary for shaping the underwater soundscape that marine animals use to navigate, find food and mates, and avoid danger.

There is growing evidence that one of the world’s quietest oceans, full of natural sounds, is increasingly being polluted with human-made noise from ships, construction, oil and gas exploration and other activities. This growing racket threatens Arctic marine ecosystems’ balance and the cultures and livelihoods of Arctic Indigenous and coastal communities, who depend on a healthy ocean.

To convey the urgent need for action by Arctic countries, WWF asked our supporters in 2019 to sign a petition, which we then presented to the Arctic Council at their Ministerial Meeting. Together with subsequent work at the Arctic Council, the petition has raised the profile and priority of this important issue. In the past two years, there has been substantial progress in understanding the scope of the problem and the unique nature of underwater noise in the Arctic.

Credits
Duncan Patterson/Sean Richardson, art directors
Linetest/World Wildlife Fund, writers
Melissa Cho/Kelly Nakamura/Sophia Ouellette/Sean Richardson, design/illustrators
Hao Chen, creative director
Linetest, director/production company
Henrique Barone/Scott Jonsson/Duncan Patterson/Jose Pena/Florian Perron/Christian Rubio, animators
Ambrose Yu, sound designer/music composer
Tantoo Cardinal, voice talent
Zoe Coleman, producer
Fanni Barosci/Leanne Clare/Melanie Lancaster/Kate Landry, World Wildlife Fund Arctic Programme, clients

The brand is giving a message that ‘Unprotected sex can be pleasurable, but it’s unprotected for a reason.’ Unprotected sex can come with bigger problems such as STDs and unwanted pregnancy. Moreover, it can cause a messy experience, and no one ever talks about that.
 

 
Through this campaign, the brand wants to remind people of the childhood memories when we used to play around, and our teachers or parents used to tell us not to mess around and play safe. Similarly, Manforce condoms as a brand is here to act as a guardian to its users and tell them “#DontMessAround” while playing; just put on a Manforce and be safe.

Joy Chatterjee, DGM, Mankind Pharma, said, “Through this campaign, the intention is to show how messy of an experience it can be if you decide to go raw instead of using a condom. We have always been committed to our customer’s safety and want to ensure that sex always stays as an act of pleasure, along with safety. We want to communicate to the masses #DontMessAround, Put on a Manforce to avoid unprotected sex and sexual diseases”.

It is essential to play safe rather than create a messy experience because safety plays an important role in strengthening the bond between partners when it comes to a physical relationship.
 

Credits
Brand: Mankind Pharma
Product: Manforce Condoms
Campaign: #DontMessAround
Agency: Grapes Digital