Snapchat has partnered with Creative Equals, a UK-founded body focused on boosting diversity in workplaces, to launch a creative council in Australia.
The Australian Snapchat Creative Council (SCC) includes creatives such as Aden Hepburn, Akcelo CEO, Barbara Humphries, The Monkey CD, and Gavin McLeod, Ogilvy ECD.
The group will use Snapchat’s core products to develop creative solutions for societal issues in Australia.
Over the coming weeks, the creatives will nominate small teams to develop pitches using Snapchat’s ad formats around cause-related briefs. This year the brief will focus on mental health and civic duty among Gen Z and Millennials.
“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,” says Will Scougal, global director of creative strategy at Snap.
“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.”
The winning campaign, judged by the Australian SCC, will be produced and rolled out across Snapchat and will be supported with media. The collective groups will also be able to choose one global charity from a shortlist of five to award a $100,000 donation.
Other inaugural members of the creative council are Isobar ECD Brad Eldridge, R/GA executive technology director Ciaran Park, Clemenger BBDO copywriter Damian Asling, Che Proximity ECD Helen James, M&C Saatchi ECD Mandie van der Merwe, DDB social creative lead Nathan Moraza, Cummins&Partners CD Sarah McGregor, and freelance creative director Scott Huebscher.
“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,” says R/GA’s Ciaran Park.
“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.”
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