Snap has partnered with Creative Equals to build a Snap Creative Council (SCC), bringing together the leading creatives in advertising based in Australia. Their mission is driving tangible and meaningful outcomes in the industry and among the Snapchat community.
The partnership will encourage Creative Council members to use Snapchat tools to develop creative solutions to pressing societal issues in Australia.
The Australian SCC features creative talent from the local creative community. 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 Zs and Millennials.
The winning campaign, as judged by the Australian SCC, will be 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.
Will Scougal, global director of creative strategy, Snap, said: “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.”
Ali Hanan, CEO, Creative Equals, said: “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.”
Ciaran Park, executive technology director, R/GA, said: “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.”