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Clash of the titans: Instagram takes on TikTok

Clash of the titans: Instagram takes on TikTok

The Innovation team at Instinctif harness the best of the future to deliver market-leading ideas in the present. The team’s specialism spans digital strategy and marketing, data & analytics, and strategic brand. With the world and news agenda fast-changing around us, now’s the time to get agile in how we think and work.

This newsletter brings you the best of the week in the ‘new normal’, straight from the desk of the Innovation team.

Here’s the creative work that’s made a splash over the past week:

Nike: You Can’t Stop Us

In an advert that’s captured minds, column inches and dominated social media, the latest offering from Nike is the envy of film producers the world over.

Featuring meticulously spliced split screen which stitches together diverse groups of athletes, it represents some of the dominant conversations in 2020; showing disabled, able-bodied, diverse sports players; athletes taking the knee on pitches; and key workers in hazmat suits cleaning stadium seats.

The message is one of togetherness, of strength and of inclusivity. As the voiceover by soccer player and equal pay advocate says: ”We’re never alone, and that is our strength. Because when we’re doubted, we’ll play as one. When we’re held back, we’ll go farther, and harder. If we’re not taken seriously, we’ll prove that wrong. And if we don’t fit the sport, we’ll change the sport.”

Coca Cola: Open, Like Never Before

After seven months of commercial ad silence, during which time budgets were rerouted to COVID-19 causes and advertising space donated to charity partners, the don of fizzy drinks is back. It’s teamed up with spoken word artist George The Poet to deliver a manifesto for ‘the new normal’.

According to the brand, the campaign is all about encouraging watchers to “think differently, embrace change, and better appreciate what was perhaps previously taken for granted.”

National Citizen Service: Life After Lockdown 

From one spoken word piece to another, in this campaign from the not-for-profit, the first Young People’s Laureate, Caleb Femi, voices the views of British teenagers around their hopes for life post-lockdown.

The aspirations range from pursuing a cleaner climate, getting back to school, appreciating normality and visiting friends.

The shared sentiment? Hope. Possibility. Positivity.

The ambition voiced by every member of ‘Generation Lockdown’ featured speaks about rebuilding the world, making it not the same, but better.

Tool of the week

Just when you thought you’d mastered all of Instagram’s filters and functions, it announces a new one.

The latest? Instagram Reels.

It lets users share 15-second multi-clip videos with audio, effects, and new creative tools.

Let’s call out the elephant in the room. Yes, IG Reels does feel a lot like Tiktok.

But, as Ruby Stein, Instagram’s Product developer told The Verge, “I think TikTok deserves a ton of credit for popularizing formats in this space, and it’s just great work. But at the end of the day, no two products are exactly alike, and ours are not either.”

The new tool will be of particular interest to wannabe influencers, as it allows videos to be seen by the wider IG community in the Explore section of the app. Meaning: the holy grail of ‘going viral’ is only ever one hop, skip and a click away.

The launch comes as Chinese-owned TikTok is hanging on the cliff edge of being banned in the U.S, potentially setting Instagram Reels up for big success State-side.

Top tips

This week’s tip comes from Account Director, Ellie Day:

In confusing, disorientating and uncertain times, sometimes all you need is a comforting carb. A bowl of pasta, perhaps. Or maybe the humble potato.

So when the chips are down, look no further. The annual Potato Photographer of the Year (or PotatoPOTY 2020, to its friends) has been announced, allowing you to indulge all your starchy desires without even having to pick up a peeler.

The winning entry is pleasingly topical; by Ray Spence and entitled “End of Lockdown”, it depicts a potato having a much-needed haircut.

If a potato getting a makeover for some reason isn’t your thing, there’s more – even an Adam and Eve in the Garden of Eden, with the apple reimagined as a potato.

And it’s not just deep-fried frippery; proceeds from the competition are going to foodbank charity the Trussell Trust, providing supplies to those affected by the crisis.

Get your carb fix here.

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