The allure of virality lurks behind almost every social activation. But if social media is the world’s biggest party, desperately chasing viral moments is like shouting over the music and trying to get everyone to watch your breakdancing. Sophie Bannister, head of creative development at M&C Saatchi Talk, tells us how to avoid the social dad dancing and connect by bringing your true self to the party.
Every Wednesday, The Drum picks the top global campaigns from our Creative Works. This week, Peloton, Ford and Air Canada released standout spots from Maximum Effort, AMV BBDO and FCB Canada.
M&S Food has tied with TikTok to release a Christmas song from its staff in Romford, with profits being donated to Shelter and Together for Short Lives.