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Unilever

How Axe Is Changing Attitudes About Gender

Axe Is It Ok For Guys

I still remember how excited Unilever’s team was when they announced that Axe was going to send some lucky guys to space. My peers shared their enthusiasm when we watched a teaser video together at Queen’s University in 2013, but that was the last time I really thought about the brand.

Axe just released a new ad that challenges common stereotypes about young men, which I love. This video makes me rethink what Axe stands for and I admire how it has the power to change consumers’ views about gender. In a way, this ad is long overdue. It’s 2017! Of course it’s ok for guys to wear pink (and not just on Wednesdays). So what if a boy doesn’t like sports?

I wish Axe didn’t have to include a question about depression because it should be obvious by now that guys have mental health issues too. The best article I read on Bell Let’s Talk Day was written by a local male marketer and that was one of many stories.

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Happy New Year

One of my favourite sessions at CM1, Toronto’s first conference for community managers, was led by Ryan Ginsberg from Twitter Canada. His talk focused on how social content strategists can plan ahead for and respond to big moments. This includes holidays and unexpected pop culture spectacles like Miley Cyrus twerking at the VMAs.

Last year, I wrote about how Oreo mastered social media when they were quick to post about the Super Bowl blackout. Oreo’s Super Bowl post was brilliant because their team quickly produced an image with a few words that effectively made millions crave Oreo cookies.

Likeable branded content is simple. Even though digital teams can plan for holidays like New Year’s Eve months in advance, I think a minimalistic execution is optimal. Essentially all you need to do is be engaging and say something to the effect of “Happy Holidays!” with copy and visuals that are aligned with the brand. When businesses create holiday greetings with too many CTAs, they risk appearing obnoxious, as ADP Canada’s Elizabeth Williams observes.

3 brands that understand the power of brevity when celebrating the holidays are SharpieBen and Jerry’s and Holt Renfrew. Look at their Instagram posts to see what I mean:

Sharpie

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4 Reasons I Love Twitter

I’m officially a university graduate now and the day after convocation, the celebration continues: today is my fourth anniversary on Twitter.

That means it’s been four years since I first tweeted “Jewellery is not a toy” after a beaded necklace that I made broke. I still have those grey beads in a ziploc bag. Today, the manager who worked at Toronto’s Bead Cafe is engaged to a family friend. As Twitter reminds us every day, it’s a small world!

To celebrate this exciting occasion, I’ve created a list of 4 reasons I love Twitter:

1. Twitter Contests

Twitter is responsible for helping me win many products and experiences. Contest prizes have included touchscreen gloves from Target Canada, an Aroma gift card, and a Rob Thomas concert DVD. More recently, I won a free hour of bowling from The Ballroom, which I have yet to redeem. The most amazing prize, however, came from MuchMusic, who gave me tickets to see Arcade Fire!

Arcade Fire

Arcade Fire

2. Job Opportunities

To apply for my current marketing role, I submitted links to my social media profiles, not a resume. And like the characters of The Internship, they hired me following an interview on Google+ Hangouts. Social media is a crucial part of the hiring process now and I’m curious to see how the relationship between social media and HR continues evolving. Twitter helps you showcase your industry knowledge and personality, so share your commentary and keep it clean!

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Back to School Inspiration

When a teacher encourages students to pursue their passion, their influence deserves to be recognized and shared. The Our Kids Private School Expo blog hop provides a great opportunity to express why my media studies teacher, Alice Trachimovsky’s classes are among my best high school memories.

Once I saw how Mrs. T handled a group of immature boys while substituting for one of my grade ten classes, I knew she was a woman from whom I wanted to learn. The following year in grade eleven, her exciting creative assignments ranged from a shopping mall analysis to a full-fledged public service announcement campaign, for which I learned how to create a teaser. Leading enjoyable discussions is one of her specialties, especially when it comes to Lady Gaga and Dove’s Campaign for Real Beauty. Her observational humour always piqued my friends’ interest in how the media industry operates, making it unsurprising that many of my high school classmates study MIT at Western now.

Smaller classes make it easier to form meaningful bonds that promote keeping in touch post-graduation. Three years later, Mrs. T and I still meet for coffee every summer to catch up (most recently at Aroma).

Mrs. T always supported my ambitions to ensure Hot On The Street lived on after its print editions and I’ll never forget when she challenged us to summarize an article in 140 characters.

A magical formula doesn’t move private school students from school A to first choice university B, and then onto dream job C – teachers play a fundamental role in helping students get there.

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Uncertainty

I re-watched Up In The Air for the first time since it inspired my debut blog post for Hot On The Street and picked up on different elements. Keeping in mind the themes of (un)happiness and uncertainty that it shares with Take This Waltz, I realized that those must be two of the defining social issues of this era.

When Up In The Air was released, America was in the middle of the recession. Now the economy is in recovery mode and people are still feeling uneasy and lonely. Magazines, movies and the like promote romance, offering tips to help you acquire it if you’re single, but ultimately leave people unsatisfied enough to make them continue subscribing and buying, hoping for that one life-changing tip.

Despite all the critics’ rave reviews, I walked out of Take This Waltz wishing that I hadn’t over-hyped it in my mind since its premiere at TIFF, which I missed because I was too busy needed to be in London for school. Then it had another special showing in New York at Tribeca Film Festival, which coincided with my first-ever trip to the Big Apple, but I couldn’t attend because it was sold out. It wasn’t a matter of being in the same place at the wrong time; sometimes there are circumstances beyond your control. Anyway, I was frustrated because I had such high expectations for a single film, and then walked out feeling disappointed.

Did I laugh when Lena Dunham tweeted praise for Take This Waltz? Absolutely. I tweeted her right back, with my fingers crossed that she would respond. She’s the girl who a lot of my peers look up to, waiting for her to put on HBO exactly what’s on their minds, yet they’re shy about expressing out loud. Part of the reason I’m drawn to her is that she’s got spunk. She doesn’t pretend like she rolls out of bed looking like a Hollywood diva; she allows herself to be seen by millions with somewhat messy hair and she just appears to be someone who goes with the flow. But as seen on TV with her character Hannah, we all have bad days. Girls feel miserable when they don’t have their periods. Just ask Dove. Those are the times when companionship matters most.

It’s not just about having someone to lean on when you get fired. People sweat the small stuff too – it happens. That’s when you need to recruit your personal support team – family, friends, professional mentors, even trustworthy acquaintances who may not call you a ‘friend’ per se, but you think the world of and respect.

If you have time to casually surf the web and read my blog right now, take a few extra minutes to compile a list of people to whom you can turn when times are rough and you can’t sleep peacefully anymore. Make the list and store it somewhere. Don’t publish it on Facebook and tag them all in it. Keep it in your nightstand drawer for easy access. If you never have to use it, consider yourself lucky.