Going beyond surface-level inclusion, “Pockets” by The National Lottery does more than encourage players to keep their tickets close. Made in collaboration with inclusivity body Outvertising, they created an ad showing the journey of the hopeful and the dreamers, spanning across the last 30 years since the lottery began. After intensive screening, they decided to move away from the expected and traditional, “TV-ready” relationship, and through collaborating with a variety of gay men, went on to create an ad that highlighted the everyday lives and loves of the LGBTQIA+ community. The result, a masterclass in inclusive marketing, serving as a reminder to all, that genuine representation matters.

With representation a regular topic of discussion across the nation, polarising opinions have created an environment in which many brands remain cautious about promoting their stance. But the time to change is long overdue. If you’re a brand claiming to be ‘inclusive’, ‘diverse’, or ‘open’, then prove it!

For brands aiming to inspire and engage, taking a leaf from The National Lottery’s book means embracing authenticity, amplifying genuine voices, and celebrating diversity in a way that feels both relatable and aspirational. By doing so, brands not only tap into a powerful and loyal market but also enrich their storytelling, making every message a testament to shared human experiences.

In the ever-evolving AI arms race, artists have found themselves on the defensive, trying to safeguard their work from the jaws of data-hungry tech giants. Enter Nightshade. The latest ‘poison’ in the artist’s arsenal. Designed to flip the script on AI copyright infringement, Nightshade injects venom into the data pool that AI models feed on, leaving a bitter aftertaste - and we’re here for it.

We know our illustrator, like many others will be breathing a sigh of relief. But while the battle has been won, we get the feeling that the war to protect artistic integrity isn’t over just yet.

“Don’t touch the crocodile.” Words that most of us would probably live by. Not Peter Saville. Using his best Steve Irwin impression, Saville decided to tackle the croc head-on. If you haven’t guessed what we’re talking about by now, we’re talking about the iconic French clothing brand Lacoste.

While the work isn’t hot off the presses, we were reinspired by Peter’s recent D&AD talk, where he revealed how despite previously being told to leave the logo as it was, went on to create 80 variations of the beast for Lacostes 80th birthday. The risk paid off, creating a limited edition collection which Nuvo Magazine described as having ‘transformed the staple garment into a contemporary collectable.’

As Saville rightly explained, it’s ok to break the rules and push the boundaries, and as firm believers of getting brands out of their comfort zones, we can second this. Answering the brief is a must, but sometimes that looks like the unexpected, rule-breaking, visceral gut feeling that is impossible to ignore. Having the confidence and conviction to explore these rarely-trodden places and find the magic in between is what can go on to create a limited-edition piece, picture-perfect brand identity or mind-blowing campaign worthy of a hearty pat on the back. Sometimes you just have to be brave enough to go there.

With the 2024 Euros racing around the corner, we’ve been on a trip down memory lane. A retro rewind, leading us to create a compilation of some of our favourite, old but gold, football ads that no one asked for, but you’ll definitely thank us for. Featuring Nike’s ‘Write the Future’, the John Smiths Peter Kaye classic, ‘Ave it!’ and Carlsberg’s ‘Old Lions’.

“They don’t make them like they used to!” With the short-form movement well in swing, emphasis has shifted to encourage immediate engagement, resulting in catchy visuals and quick messages that prioritise instant impact over prolonged storytelling. But we all know, short-form isn’t going anywhere anytime soon, so it’s time to adapt and find the middle ground. Finding the sweet spot that sits between short snappy, and nuanced narratives.

Cue a bit of shameless self-promotion… Developed in collaboration with Italian pizza chefs, the newly renamed Sonata flour rebrand is here and has been shortlisted for The Drum EMEA Marketing Awards!

The campaign and rebrand draw on parallels between the product and Italian pizza chefs who have made their lives in Britain, the Italian roots, British made campaign was born. By letting these renowned pizza chefs sit centre stage, the rebrand highlights Sonata’s excellence through the lens of those who truly understand the artistry of pizza making, creating a brand that sings. We’re firm believers here at Cygnus that good marketing gets you in the feels, and this campaign’s no different.