Friday Stir

By Kyle O'Brien 

-Creative collective Le Truc and Ignite, a leading organization encouraging young women to harness their political and civic engagement, have brought back the “No Masters Class by Ignite” series. The fourth installment features a force of activism that many know as “Little Miss Flint,” Mari Copeny, who played a major role in bringing awareness and resources to her hometown of Flint, Michigan during their ongoing water crisis. The series encourages Gen Z to become more involved in political activism and advocacy with free how-to videos hosted by Gen Z activists and influencers. Le Truc previously produced and launched the first three episodes featuring young activists Will Larkins, Sis and Emily Flores, reaching their combined audience of over 50 thousand followers.

-OpenAI’s latest AI-powered disruptor, the text-to-video tool Sora, is prompting shifts in business models and agency pricing structures, five sources told ADWEEK.


Part of McDonald’s Canada’s ‘Grand Openings’ celebration.

-Inspired by the success of 2021’s “Grand Openings” campaign for McDonald’s Canada, agency Cossette developed a new series of visuals and a toolkit for franchisees to celebrate the inauguration of new locations and the reopening of renovated restaurants across Canada. The visuals evoke the pleasure of celebrating by displaying a burst of confetti. McDonald’s menu items like the legendary Big Mac, fries, McFlurry and Egg McMuffin are all featured.

-As consumers dedicate more time and money to shopping on the web, their expectations are evolving—and their behaviors are changing, a panel at ADWEEK’s Commerceweek discussed.

-According to the Brazilian Association of Public Sanitation and Special Waste, Brazil recycles just 4% of the trash it produces every day. The decades of work by Boticário, a leader in reverse logistics for nearly two decades, was the jumping-off point for the brand to develop “Project Extinto,” which is designed to alert about the importance of preserving the environment and proper solid waste management. Created by AlmapBBDO, the campaign involved the release of a brand-new fragrance: a reconstruction of the original, unpolluted smell of Rio de Janeiro’s Guanabara Bay, the second largest on the Brazilian coast, which has 98 tons of waste dumped into it every day. The scent, dubbed Extinto, is the first in a limited run of products which were developed as an urgent call to action to prevent pollution and incorrect waste management from degrading natural reserves.

-Athleta kicked off Women’s History Month by partnering with Olympic swimmer Katie Ledecky on a new campaign.