Most ad agencies boast their endorsement of brave work. In reality that isn’t always – or even often – what they get to make.
Connor Stephen and Charlie Ditchfield, two creatives at Karmarama in the UK, went out on their own to do brave work – a series of Valentine’s Day cards made with really good intentions. They wanted to update Valentine’s Day card messages born in an era before #MeToo.
So they created a range of cards that added to traditional Valentine’s Day greetings:
Sales from the cards will be donated to Safeline, the UK charity that helps victims of sexual abuse and rape.
Sadly, as with all brave advertising, not everyone saw it their way…
…which leaves them with the same dilemma as any ad agency fighting to break new ground. There will always be haters.