Hello… welcome to the latest #MontageMashup, where each week we bring you the latest news and views from across the marketing industry. In this week’s mashup, we take a look at the latest ramble from Kanye, Recycle Week and positive PR campaigns. So, let’s get started…
Kanye West takes on Twitter
If you’ve ever looked at your Twitter followers and sighed, Kanye West’s latest rant might be one you can get behind (for a change). Taking to the platform to share his views, Kanye tweeted that follower counts can have ‘an intense negative impact on our self worth’. Kanye suggested being able to “turn off” the number of followers you have in the same way you can turn off comments. Twitter CEO Jack Dorsey admitted he has been debating the change, adding it may also ‘incentivise contribution to the global conversation and consciousness’. This would clearly pose a bit of a conundrum for brands and influencers who are often defined on follower counts. Would this lead to more genuine, organic interactions between brands and consumers? Do share your thoughts on this in the comments below!
#RecycleWeek and stylish solutions
Speaking of influencers, content (genuine and relevant) is surely considered more important than follower counts (one can hope!) and we’re proud to share two of the recent collaborations we’ve set up. It’s Recycle Week this week and Jo Middleton, of the blog Slummy Single Mummy, teamed up with Brabantia to share how the bin you buy can have a serious impact on your recycling efforts. Her writing is warm and witty and most definitely worth a read! Brabantia Bo Pedal Bins are Cradle-to-Cradle Certified so backing positive messages about recycling is second nature. For this reason, we also worked with the awesome Urban Jungle Bloggers who shared their efforts to separate biodegradable waste and why it’s good to go green!
The Collective gets clever
Smart recycling solutions are the order of the Recycle Week and The Collective is similarly dedicated. The gourmet dairy brand is launching a new form of recyclable black plastic packaging. This is through utilising near-infrared (NIR) colourant technology. Leading recycling firm Nextek and partners Colour Tone (a colour specialist tech company) advised the brand. Say goodbye to carbon black packaging – problematic due to its tendency to absorb the infrared signal needed to sort plastics at recycling centres. Let’s hope ready-meal brands follow suit!
Diesel launch anti-hate campaign
Reappropriation is a difficult task and when it comes to language it often takes a loud voice to reclaim a word. The clothes brand Diesel are trying to do just this. Named the ‘Hate Couture’ campaign, the slogan is: ‘the more hate you wear, the less you care’. In the campaign, plus-size model Barbie Ferreira wears a t-shirt literally labelling her ‘FAT’; openly-gay actor Tommy Dorfman dons a jacket with ‘FAGGOT’ scrawled all over it. The hateful connotations of these terms clearly won’t be forgotten overnight but the thought behind the campaign is a step in the right direction. The limited-edition items will be available on Diesel’s website and in selected stores.
Lastly, Grindr is getting Kindr…
Diesel is not the only company currently challenging hate. Gay dating app, Grindr, is launching an anti-racism campaign: #KindrGrindr. The statement on the website reads: ‘we’re into diversity, inclusion, and users who treat each other with respect. We’re not into racism, bullying, or other forms of toxic behaviour’. In the YouTube description of the campaign’s video, the company acknowledge this response has been ‘long overdue’. The short film features members of the LGBTQ+ community discussing the hurtful comments they’ve experienced on the app. For Grindr users, ‘It’s [now] time to play nice‘.
Don’t forget to check out next week’s #MontageMashup, right here on the blog!