Snap has partnered with Creative Equals to build a Snap Creative Council, bringing together the leading creatives in advertising based in Australia, with the mission of driving tangible and meaningful outcomes in the industry and among our community of Snapchatters.
Leveraging Snap’s core ad products to drive progress, the first of its kind partnership will encourage Creative Council members to use Snapchat tools to develop creative solutions to pressing societal issues in Australia. The Snapchat Generation is driving new behaviours and values that are changing the world today. This group of young people is the most informed, tolerant, active, and diverse group in history.
The Australian Snapchat Creative Council (SCC) features some of the brightest creative talent from the local creative community.
Says Will Scougal, global director of Creative Strategy, Snap: “We believe that ideas that live on the small screen can have a big impact, and for Gen Z and millennials that screen is powered by Snapchat. The SCC will serve as a powerful forum made up of a diverse and inclusive community from the advertising industry, and is a commitment from Snap to use our reach to drive positive change.”
How It Works
Over the coming weeks, the selected creatives will nominate small teams to develop pitches utilising Snapchat’s various ad formats around cause-related briefs. This year, the brief focuses on two areas mental health and civic duty amongst Gen Z and Millennials.
The winning campaign, as judged by the Australian SCC, will be professionally produced and brought to life on Snapchat and supported with media. These collective groups will also be able to choose one global charity from a shortlist of five to award a $100k donation.
The inaugural 2020 AU Snap Creative Council members include:
– Aden Hepburn, CEO at Akcelo
– Barbara Humphries, Creative Director at The Monkeys
– Brad Eldridge, Executive Creative Director at Isobar
– Ciaran Park, Executive Technology Director at R/GA
– Damian Asling, Copywriter at Clemenger BBDO
– Gavin McLeod, Executive Creative Director at Ogilvy
– Helen James, Executive Creative Director at Che Proximity
– Mandie van der Merwe, Executive Creative Director at M&C Saatchi
– Nathan Moraza, Social Creative Lead at DDB
– Sarah McGregor, Creative Director at Cummins&Partners
– Scott Huebscher, Freelance Creative Director
Says Ali Hanan, CEO, Creative Equals: “Representation matters. We are proud to partner with Snapchat to bring together a diverse mix of creatives to work on these game-changing briefs. Lydia Amoah, our phenomenal cross-cultural and learning director will bring her wealth of experience as a business coach and independent researcher with her The Black Pound Report, working alongside three returner teams from our CreativeComeback programme 2019-20.”
Says Ciaran Park, executive technology director, R/GA: “The current climate has taught us many things, one of which is the importance of understanding, at speed, how the needs and behaviours of humans are being driven by an accelerated digital transformation.
“During this global pandemic, social interaction has evolved at an increased rate from a physical to a more digital format and for many people this is, unsurprisingly, a first time experience. However, sadly for many, this isolation isn’t new. The pandemic is only compounding issues that many have to suffer with daily. Mental health needs better support right now and with everyone switching to more small screened experience, Snap is perfectly situated to help.
“The Snap Creative Council is an incredible opportunity that aligns with our own ambitions around elevating the voice of diversity and providing a platform to support, Snap is at the forefront of technology and wants to make a difference and we are honoured to be a part of that.”
Says Damian Asling, copywriter, Clemenger BBDO: “The formation of the Snapchat Creative Council comes at a time of tremendous cultural, social and professional change. As our relationships with screens both big and small converge at an accelerated pace, I’m looking forward to working with the council to amplify ideas and thinking that gives creative answers to the problems we all face within digital and physical worlds.”
Says Mandie van der Merwe, executive creative director, M&C Saatchi: “I am thrilled and humbled to be part of Snapchat’s Creative Council. There is an opportunity here to come together, as an industry, and do some good in the world. The council’s focus on racism and the toll it takes on people’s mental health is hyper-relevant right now. I’m looking forward to seeing the ideas that tackle this massive issue.”
Says Nathan Moraza, social creative lead, DDB Australia: “It’s great to come together with some great creative minds to elevate diverse voices everywhere. Shifting the perspective on diversity within workplaces means having an open mind to opinions you have not heard before, and this makes Snapchat a great partner to have in this cause.”
Says Sarah McGregor, creative director, Cummins & Partner: “This is a fantastic opportunity to not only work on an important brief for a cause that’s close to all our hearts, but to partner with Snapchat who are throwing so much support behind it.”