This week, we’re diving into the uncomfortable subject of taboo and exploring how brands and agencies are tackling testy topics to impact culture.

Tackling Taboos as the Ultimate Creative Bravery

Taboos are those topics?we often avoid due to deep-rooted social and cultural norms. In the 21st century, it’s incredible to think that facts of life like periods, body hair, polygamy, adultery and homosexuality are still so steeped in stigma.

But?CICLOPE?award-winners have shown that?taboo-smashing can help reach audiences at scale. Winning-work work was not just impeccably crafted, its treatment of “off limits” topics was mischievous and deeply moving, smashing societal prejudice in the process.

Work like ‘Body Language’ by Somesuch for Vogue is a three and a half minute love letter to the female body, and all its curves and contours.

?“You Love Me” by PRETTYBIRD and Translation for Beats By Dre masterfully tackles the cultural appropriation of white people who cherry pick

the “best bits”?from black culture.?

READ MORE ABOUT TACKLING TABOOS

BEHIND THE IDEA

Tanja?tells us about breaking stigmas and impacting culture, and how a deep understanding of brand purpose, underpinned by consumer research, enabled Essity to break new creative ground and change laws, boosting its business results in return.

“It's all about finding that thing that makes you really angry, the thing you want to change in the world. We should all lead with purpose. You need to be prepared to take a stand and fight for the work, especially if you have consumer validation to back it up, and don’t accept no for an answer. Courage is contagious."

READ TANJA'S INTERVIEW?

MEET THE SPEAKER

Autumn de Wilde?documents the ever-changing cultural zeitgeist.?Each of her projects is an intimate collaboration between her and her subjects. Through her commercials, films, music videos, print campaigns and key art photography, she has defined the visual identity of some of entertainment’s greatest talents.

In 2020, de Wilde made her feature directorial debut, with?Emma,?Working Title’s adaptation of Jane Austen’s novel, long listed for Best Picture at the BAFTAs. In the film, de Wilde ignited her distinct style of visual storytelling, combining her talent for directing physical comedy with her keen eye for emotional cinematic tapestry to deliver a richly-realized reimagination of the beloved novel.

CRAFTY CUTS, NEWS & VIEWS

When does taboo-breaking become plain offensive?

How far should brands go to tackle taboo topics that might offend???

We want to hear from our community on this issue. What responsibility do brands have to drive societal culture, how far is too far and how can brands manage creative risks?

Join the conversation on LinkedIn #CICLOPE FESTIVAL

CRAFTY QUOTES

“The trickster's function is to break taboos, create mischief, stir things up. In the end, the trickster gives people what they really want, some sort of freedom.”

Tom Robbins, Novelist

In the CICLOPE Edit, hear from those shaping the world of craft and get an insider seat on the insights and trends, every fortnight.

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