Agency news you need to know this week

Fortum launches campaign to help Nordics beat the heat Finnish energy company Fortum is highlighting the creative yet desperate ways people are attempting to stay cool this summer. As another summer of heat waves hit Europe, the “Cool Idea” campaign from TBWA\Helsinki presents a light-hearted yet thought-provoking perspective on the increasing need for efficient and affordable cooling solutions. Cannes Lions coverage Follow our live blog here Sign up here for email updates See all of the Grand Prix winners here A series of print and digital ads show people staying cool by cuddling with bags of ice instead of pillows as they sleep. Another ad has a man working from his kitchen, but with the computer monitor sitting inside his open refrigerator. The ads are captioned “Cool idea. But we’ve got one better.” Fortum provides district heating and cooling services, which uses waste heat, such as excess heat from data centers and sewage water plants, to provide clean cooling and heating. Deloitte campaign aims to increase medical representation Medical student and illustrator Chidiebere Ibe joined Mohamed Issa, VP of sales and marketing for immunology at Johnson & Johnson, to launch the Illustrate Change initiative at the Cannes International Festival of Creativity this week. The project, created in collaboration with Deloitte Digital, aims to reduce health disparities for people of color. Illustrate Change comes after Ibe’s illustration of a Black fetus in the womb sparked a global conversation around representation in healthcare in 2022. Fewer than 5% of medical images show dark skin, and only 8% of medical illustrators identify as people of color. The initiative will immediately make 25 diverse medical illustrations available across the areas of dermatology, maternal health, eye disease, oncology, general health, orthopedics and hematology. A campaign ad debuted in the Wall Street Journal showing a collage of the illustrations with the heading “This is what representation in medical illustration looks like.” Johnson & Johnson is also hosting a gallery at Aspen Ideas: Health and has partnered with the Association of Medical Illustrators to offer the AMI Diversity Fellowship for 10 medical artists, encouraging them to create 100 new medical illustrations featuring patients of color over the next year. Pearson Farm counts down its peach supply When peach farmers at Pearson Farm lost 90% of their crop to a late spring frost, they leaned into the challenge of informing their consumers with a new out-of-home campaign from agency FerebeeLane. Given the shortage, the farm in Georgia decided to forgo its wholesale business and put its limited supply of peaches directly into the hands of consumers. FerebeeLane brought awareness of the shortage to customers with “The Pearson Peach Shortage Countdown Clock Billboard.” In addition to Facebook and Instagram elements, the billboard at the intersection where Peachtree Road meets East and West Paces Ferry Roads in Atlanta is counting down the dwindling supply until only one peach remains. “Rather than relying solely on social and digital, we put it out there for Pearson’s consumers to see,” said Matt Gaymon, director of client services at FerebeeLane, which is based in Greenville, South Carolina. “We created the Countdown Clock and opted for the highest trafficked streets among the highest income earners in the south–and it helps that it’s at a Peachtree Road intersection.” The campaign will run through July 10—or until all the peaches run out. Civic certified as LGBTQ+ Safe Space Marketing and PR agency Civic has been named a Safe Space as part of the Stonewall Inn Gives Back Initiative Certification Program. As part of the program, SIGBI will work with Civic to offer training, policies and standards to keep Civic a safe space for LGBTQ+ employees and customers. Civic employees will also complete a training component designed by Jennifer Brown Consulting to ensure that they are creating an inclusive environment. Nate Schreiber, co-CEO of Civic, said getting certified was a natural extension of the agency’s commitment to being an inclusive workplace. “We want our LGBTQ+ community to know that they are supported and valued in bringing their whole selves to work,” Schreiber said in a statement. “I'm proud that Civic is demonstrating true allyship and is embarking on this journey because it aligns with our civic spirit and because it's the right thing to do.” The Safe Spaces Certification Program was announced during Pride Month 2022 in response to a survey SIGBI conducted that found 97% of LGBTQ+ people think they would benefit from more safe spaces. We Are Social / The Narrative Group hires TikTok creative strategy director Socially-led creative agency We Are Social US / The Narrative Group has named Shon Mogharabi its first VP of creative strategy and culture. Mogharabi will lead the agency’s Culture Comms practice, which is dedicated to centering clients in cultural moments and conversations through trend mining and subculture deep dives. Mogharabi, who was most recently creative strategy director at TikTok, has more than 10 years of experience in social strategy. He directed ad campaigns for TikTok’s entertainment partners, including Disney, Marvel, Hulu, Warner Bros, HBOMax, Universal, Peacock, Sony, Paramount and Netflix. Prior to TikTok, he led strategy at Translation and The Fader. We Are Social US / The Narrative Group, which merged in January, is experiencing unprecedented growth, according to the agency. It now has more than 100 employees and has worked with brands including Adidas, Google, Universal Pictures, McDonald’s and Samsung. Just briefly Creative brand experience agency MKG has hired Megan Ferrara to the new role of managing director and promoted Mili Marcetic to director of production. Ferrara has previously held leadership roles at The XD Agency, Jack Morton Worldwide and Imagination.

Agency news you need to know this week

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