In ‘What SHOOK us this week’: why safe spontaneity is an opportunity for brands, getting ready for Red for Ruth Day, new creative talent from D&AD, the world’s most effective comms and a top tip for keeping-up positive habits…

Spontaneity… we think (safe) spontaneity is a huge opportunity for brands to start thinking about right now. They can step in (at 1m+ distance) for experiences that feel spontaneous when life right now isn’t. As lockdown lifts, think: restaurants booking you in for private dining with mystery guests, gym classes where the exercise is the surprise and secret-location UK staycations. For more ideas needing homes, check out our SHOOKSHOP.

Hello Ruth Strauss Foundation t-shirts! We bought them so we can join in Red for Ruth day on 25.07.20 and they’ve arrived at SHOOK HomeQuarters. Our lovely client helps support families facing one of life’s toughest tests – the death of a parent from cancer. Buy your fundraising merch here

Opportunity knocks… answer it if you can. One of our favourite events of the year – D&AD New Blood – was this week – showcasing amazing creative talent. It’s harder than ever to break into the creative industries – give someone a break if you can.

Outcomes not outputs… Another favourite event, this week’s AMEC [Virtual] Summit saw the reveal of the Barcelona Principles 3.0 and research to show a welcome industry shift towards measuring impact and outcome not outputs. We’re all about Ideas with Impact so we’ve long been fans of AMEC and its best practice. In other measurement news, we’ve this week been announced as part of the latest PRSA Measurement and Analytics training programme.

Keep celebrating…Your friendly reminder that any positive new habits you’ve adopted during lockdown will only stick if you celebrate them. Whether you choose the mini fist pump, the whoop or the silent imaginary pat on the back, acknowledging positive behaviour has a positive effect on it continuing. (Also – well done for reading this you legend, keep it up.)

Shaker of the week:

Environmental charities including the RSPB, Wildlife Trusts and National Trust writing a joint letter to The Observer to warn of the risks to habitats and wildlife if there’s wide-scale deregulation in planning.

Maker of the week:

Radio Recliner: Agency Luckie created a pirate radio station staffed by retired DJs resident in senior living communities across the US, helping them stay connected during COVID. Check out Springwise for the full story.

See you next week!