Campaign Insight

How your brand can make a positive and valid contribution to culture

All brands dream of making their mark on society – but only a few truly move the conversation forward. In the early days and even today, brand communication remains a glossy, airbrushed retreat from reality. However, today’s biggest brands are often more ambitious; they want to win our hearts and minds as well as our business – and to do that, they set out to engage in, and perhaps shape, our culture. 

In this report, brought to you in partnership with Shutterstock, we look at the lessons to be learned (plus one or two misfires): from realistic representation and game-changing language, to the occasional brand campaign that dares to be real art. Plus, we come right up to date with a look at some of the most positive responses to the Covid-19 crisis.