The US chocolate brand gets to the heart of its offering in this new campaign from Mother London While those familiar with Reese’s will know that it’s all about combining peanut butter with chocolate, the brand is keen to reiterate this point with its new ad campaign, which features a series of content built around […]

We speak to Reed Words about the importance brands should be placing on their tone of voice amid the recession – and why platitudes simply won’t cut it for consumers There has been marked shift in how brands are engaging with consumers in the wake of the cost of living crisis. As the UK economy […]

If you’re struggling to write stories your readers will love, you’re not alone. We talk a lot about structure here at the Write Practice as a way to help you get your stories told. Today, we’ll look at another model you can use to write stories that actually work: 3-Act Story Structure. Every story begins […]

Hair loss is big business these days. Given that around 80% of men and 50% of women will experience it in their lives, it’s hardly surprising that the market for products and supplements is booming – to the tune of an estimated $23.6 million globally. Hair loss also remains a taboo subject for many people […]

Legacy artists are big business, and labels are using creativity and design to help bring their music to new audiences. Here, we talk to designer Erik Herrström’s about the branding he’s created for the singer Whitney Houston, ten years after her death One of the hottest tickets in music last year was Abba Voyage in […]

While the 2020s might not be off to a roaring start, perhaps we can take solace in looking back to the 1920s instead, which is exactly what Vintage Books’ latest series does. The Vintage Deco series consists of nine novels that bring to life the 1920s, 100 years on. Picking up on the opulence and […]

Created by Barcelona-based agency &Rosàs, online travel agent Exoticca’s new campaign sees a near-death experience spark a desire to take control and live life to the fullest. Titled What a Time to be Alive, we see the protagonist dodge a falling plant pot and decide to become “the director of his life”. Adopting a film […]

Do you ever get stuck writing the middle of a story? What do you do when the character’s actions and the consequences begin to feel predictable? It can be challenging to sustain and escalate the story’s momentum through the messy middle. Here’s the good news—situational irony is a literary technique that can surprise your reader, […]

“If you could pick the best office to sit in as a designer, wouldn’t it be surrounded by writers, art directors, people coming up with mad ideas? To be part of an organisation that’s thinking creatively in lots of different ways?” Adam Rix is discussing his move to Wieden + Kennedy in London, where he […]

4creative designed and prototyped the Stream Free 4000 mobile urinal – which is the star of a QVC-style ad promoting the broadcaster’s comedy box sets Comedy fans won’t even have to worry about getting up for a pee while watching, according to the film, which advertises a fictional portable urinal (as well as the broadcaster’s […]