#GenderSwap Campaign for Gender Diversity | Clapboard Ad Archive

The Rights - Adsapience | Clapboard Ad Archive

Adsapience’s 2018 self-promotion campaign The Rights stands as a pointed meditation on B2B International Women’s Day rituals in Ukraine, confronting the easy fallback of perfunctory bouquests with a layered, symbolic alternative designed to catalyze genuine reflection. The agency orchestrated the #buketchallenge flashmob across Facebook, actively researching and amplifying how women in its network truly feel about the March 8th occasion by inviting open, unscripted conversations in a dynamic social channel. Rather than reiterating a surface-level gesture, Adsapience deepened partner engagement through a bold analogue: gifting a specially crafted wallet, imbued with symbolic ‘rights’ that reference driving, as a concrete metaphor for empowerment, equality, and agency. This gesture reframed the act of congratulation, shifting it from a transactional token to a thoughtful commentary on gender dynamics in professional environments—an approach that sits squarely in Clapboard’s FORMAT#3—Symbolize the Problem, where the abstract tension of rote acknowledgment is embodied in an inventive, tangible device instead of addressed head-on. Supported by a single carefully produced media asset, the integrated campaign effectively balances digital participation with a meaningful, physical memento, functioning both as an agency brand statement and a mechanism for authentic, human connection in the typically transactional B2B landscape. Operating within the Media and Entertainment market category, Adsapience’s strategy opens a new conversation in agency self-promo, positioning the brand as not just creative but socially attuned, reading the nuances of its audience and translating those insights into unexpected campaign form. The wallet’s symbolism leverages the cultural currency of the right to drive—a concept resonant in both local and global gender discourse—while the #buketchallenge digital layer heightens immediacy and creates space for shared testimony. By combining offline and online elements, The Rights demonstrates how a B2B campaign can transcend the limits of greeting and become a vehicle for shared values and reciprocal respect. The campaign earns 59/100 in Clapboard’s global creative archive. In a sector where gestures risk slipping into creative autopilot, The Rights signals how everyday agency rituals can be reimagined through symbolism that invites participation and reflection.

Is Your Door in the Draw - People's Postcode Lottery | Clapboard Ad Archive — archive collection thumbnail

Is Your Door in the Draw - People's Postcode Lottery | Clapboard Ad Archive

People’s Postcode Lottery’s 2025 campaign Is Your Door in the Draw signals both a creative and operational milestone for the brand as it rolls out its most expansive multi-channel media strategy to date, mobilising an established celebrity roster—Davina McCall, Emma Willis, Mike Wedderburn, and Fred Sirieix—across a 60-second festive TV centerpiece that heightens urgency and appeal around the brand’s record £38.2 million December prize pot. Produced by The Gate for the United Kingdom market, the campaign combines immediate audience recognition with spectacle, leveraging Fred Sirieix’s red blimp skydive and the familiar reach of household celebrities to anchor the activation in what Clapboard’s taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities, a proven approach that prioritises continuity of brand recognition over narrative complexity. The creative execution intentionally dispenses with a conventional plot arc, instead elevating ensemble star power and direct calls-to-action—most notably the signature prompt asking if viewers’ own doors might be the next lucky ticket—to foster relatability and mass participation during a season synonymous with hope and generosity. Television and online video act as the campaign spine, but deft integration with broader touchpoints steers the message through contextual voiceover takeovers on ITV and Channel 4’s most-watched continuity moments—programmatic placements that message directly within Gogglebox and I’m A Celebrity to capture lapsed and loyal audiences in real time near the November registration deadline. The tactical partnership with Goalhanger Podcasts, taking over major The Rest Is shows for a week of branded questions and segments, marks a pivotal extension into audio-on-demand, ensuring younger, digitally native demographics are confronted with the core participation prompt well beyond linear broadcast. Out-of-home, digital, and radio channels reinforce the proposition at scale, orchestrated by the7stars along with People’s Postcode Lottery’s in-house team to achieve a cohesive, unmissable blitz in a fiercely competitive festive lottery window. Within the media and entertainment category, the campaign positions People’s Postcode Lottery as the democratised and accessible gateway to aspirational wealth, harnessing wide-reaching media and trusted personalities to reinforce that transformative luck could visit any ordinary postcode—and therefore any ordinary person. The campaign earns 57/100 in Clapboard’s global creative archive. For an industry where brand salience is often built on transient spectacle, this campaign demonstrates the sustained impact of consistent celebrity stewardship fused with multi-channel investment, especially as the lottery category contends for both legacy and next-generation players under heightened seasonal scrutiny.

Born Ready - Amazon Prime | Clapboard Ad Archive — archive collection thumbnail

Born Ready - Amazon Prime | Clapboard Ad Archive

Born Ready, the 2022 campaign crafted by Sid Lee Paris for Amazon Prime Video France, positions the streaming service at the intersection of inspiration and authenticity through the release of The Pogmentary, a documentary chronicling the life and mindset of football icon Paul Pogba. Conceived as an integrated push within the media and entertainment category, the campaign’s centerpiece is an emotionally rich trailer that artfully juxtaposes a 10-year-old Pogba’s dreams with his hard-won reality as a world champion — inviting audiences to connect with the raw motivations and family ties that shaped his rise from Roissy-en-Brie to international fame. Far from a straightforward celebration of sporting milestones, the trailer explores Pogba not just as an athlete, but as a multidimensional figure — son, brother, husband, and father — asserting that resilience, emotional depth, and a readiness to meet adversity define true greatness. Strategically, Sid Lee leverages Pogba’s existing cultural presence to anchor the narrative, deploying what Clapboard’s taxonomy designates as FORMAT#8—Ongoing Characters or Celebrities, a format that draws enduring brand recall from the continuing evolution of a well-recognized personality. The creative approach of having a child actor reenact pivotal, emotionally charged moments in key matches foregrounds the documentary as a study in mindset and perseverance, making the high-gloss, star-driven storytelling both relatable and aspirational. This execution signals a deliberate expansion of Amazon Prime’s content narrative — moving the platform beyond simple entertainment by foregrounding stories where the emotional journey is as compelling as any on-field feat. By tapping into universal themes of struggle and redemption while extending the lens to Pogba’s life off the pitch, the campaign resonates not only with football enthusiasts but with viewers seeking genuine, human-centered storytelling. The creative synergy between Amazon Prime and Sid Lee Paris is evident in the campaign’s clarity of purpose: it positions Prime Video France as a destination for content that is both emotionally relevant and creatively ambitious within the competitive streaming landscape. Clapboard rates this campaign 57/100. In a category saturated by highlights and hero worship, Born Ready matters for its demonstration that the most memorable sports storytelling is built not on spectacle but on personal truth and emotional connection.

My Mum, Your Dad - JD Williams | Clapboard Ad Archive — archive collection thumbnail

My Mum, Your Dad - JD Williams | Clapboard Ad Archive

JD Williams’ My Mum, Your Dad campaign, launched in 2023 by House 337 to support its sponsorship of ITV1, ITVX, and STV’s midlife dating series, demonstrates a confident alignment of brand purpose and platform, using unscripted moments with brand ambassador Davina McCall as its primary device for engagement. As the eponymous dating show disrupts conventional narratives around romance over 45, the idents anchor JD Williams directly into the series by featuring Davina in relatable, heartfelt exchanges with women who bring real, unvarnished perspective to dating, families, and the realities of navigating love in midlife. By leveraging the authentic voice and enduring credibility of Davina McCall, the campaign applies what Clapboard’s taxonomy classifies as FORMAT#8—Ongoing Characters or Celebrities, ensuring continuous brand recall with a figure who resonates deeply with the target audience and the spirit of the show. This approach extends seamlessly across TV idents and supporting social executions, where concise, myth-busting anecdotes cut through stereotypes and comedic self-deprecation delivers both warmth and wit. JD Williams’ strategy distinctively prioritizes representation and affirmation for women aged 45 and over, connecting its inspirational fashion and lifestyle offering to the social and emotional context explored onscreen—a move that stands apart from more traditional retail promos by Next or Marks & Spencer, which often revert to generic notion of timelessness or ease-of-shopping, and from more niche, influencer-led storytelling from brands such as Draper James, Simply Be, or Phase Eight. The collaboration with House 337 builds on the creative foundations set by JD Williams’ earlier SS23 campaign, creating considered continuity in its mission to reframe ageing and midlife for women, making the brand more than a retailer but a vocal category advocate. The market category—Media/Entertainment—fuels a natural synergy here: viewers in their 40s, 50s, and beyond see themselves reflected in both content and context, and the brand’s ongoing partnership with Davina McCall makes each communication point feel like a familiar conversation rather than a sales pitch. The campaign earns a 63/100 in Clapboard’s global creative archive. For a sector that has historically underrepresented the vibrancy and complexity of midlife women, My Mum, Your Dad signals a decisive shift in tone and depth, demonstrating that the most effective partnerships between brands and media rest on authentic affinity, not opportunistic alignment.

Challenger - Optic 2000 | Clapboard Ad Archive — archive collection thumbnail

Challenger - Optic 2000 | Clapboard Ad Archive

Optic 2000’s 2024 Challenger campaign, devised by Australie.GAD, signals a category-defining pivot for the Media and Entertainment sector by launching France’s first visually impaired e-sports competitor onto the national gaming stage, with Salim Ejnaïni taking on Trackmania at the renowned Gamers Assembly backed by a haptic belt developed with adaptive tech start-up Artha. For a market with over 2 million visually impaired consumers — and a global audience of 223 million e-sports enthusiasts — the campaign parses a potent insight: competitive gaming has been a largely inaccessible arena for those with disabilities, despite the sector’s self-professed inclusive ethos and tech-forward attitude. By sponsoring Salim, a blind athlete who lost his sight at 16, and enabling him to challenge sighted opponents using an AI-powered belt that translates digital terrain into tactile signals, Optic 2000 directly connects its established brand equity in autonomy and accessibility to a live, public demonstration of barrier-breaking at one of France’s largest tournaments, positioning itself distinctively against peer French retail groups like Afflelou and Krys or international vision tech giants such as EssilorLuxottica. The creative approach is anchored in a real-world achievement that eschews a traditional narrative arc, instead using what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, making Salim’s performance the focal point and invitation for audiences with vested interests in gaming, tech, and disability empowerment to reimagine what is possible when artificial intelligence and sensory engineering converge in consumer products. The campaign engages diverse touchpoints: a mass-affinity e-sports environment, earned media amplification, direct brand advocacy, and demonstrable social impact by showing a visually impaired gamer defeat the majority of his sighted peers on equal footing. AI is not presented as a futuristic abstraction or a corporate R&D talking point, but as a functioning, user-validated tool that broadens the participation spectrum in culturally relevant arenas—gaming as an entertainment platform and competitive social space. The partnership with Artha infuses differentiation into Optic 2000’s broader retail narrative, providing a technology platform that is as much about redefining real-world autonomy as it is about staking a leadership position in the future of adaptive devices. The campaign earns 69/100 in Clapboard’s global creative archive. For the industry, Challenger proves that meaningful inclusion in media and entertainment can be achieved not by rhetorical gestures but with platform-level interventions that merge user aspiration and robust, accessible design.

Far Cry 6: Chicharrón Run - Far Cry | Clapboard Ad Archive — archive collection thumbnail

Far Cry 6: Chicharrón Run - Far Cry | Clapboard Ad Archive

Far Cry 6: Chicharrón Run from Far Cry and DDB delivers a riotously cinematic campaign that redefines gaming advertising for the media and entertainment category in what Clapboard's taxonomy classifies as FORMAT#12—Parody or Borrowed Format, borrowing the frenetic pace and high-octane tropes of heist films and action movie trailers while playfully inserting a punk rooster as protagonist amid Yara’s coup-stirred streets. By placing the game’s offbeat animal companion Chicharrón at the center of chaos as guerrilla fighters seize the opportunity to disrupt the regime, the film pushes beyond conventional product demonstration to orchestrate a genre-savvy spectacle rooted in both narrative richness and brand world-building, evoking the unpredictable, rule-shattering entertainment value that defines the Far Cry brand. Strategically published ahead of the game’s multisystem launch in 2021, the commercial’s kinetic VFX and bold characterization capitalize on the modern gaming community’s passion for instantly iconic, shareable moments that expand the game’s universe beyond traditional shooter conventions, firmly positioning Far Cry 6 in the cultural crosshairs of gamers attuned to innovation, dark humor, and spectacle. DDB crafts a campaign that not only teases an anarchic in-game experience but also activates anticipation around the Libertad Pack and its exclusive pre-order content—an approach that balances world-building with tangible incentives for early conversion across Xbox Series X|S, PlayStation 5, Ubisoft Connect, and more. The film’s explosive reception—backed by more than 1.13 million views, measurable social momentum, and a flood of commentary—demonstrates how entertainment marketing thrives on subverting expectations and leveraging digital platforms for brand amplification. Chicharrón Run’s embrace of surreal, animal-driven resistance signals a creative confidence and wit rare in the category, inviting viewers to project themselves into a world where every ally, no matter how improbable, can be a catalyst for rebellion—a motif that resonates both thematically within Far Cry’s ongoing franchise and externally in the storytelling-driven direction of AAA game marketing. The campaign earns 79/100 in Clapboard's global creative archive. In blending cinematic parody with irreverent world-building, Chicharrón Run demonstrates how gaming brands can drive both resonance and anticipation when they lean hard into their universe’s narrative signature while delivering on spectacle.

Campaign Proposition

The #GenderSwap campaign by Women in Games seeks to challenge the entrenched gender stereotypes and sexualization of women in the video game industry by vividly illustrating how female characters are often portrayed in games. By swapping genders, the campaign exposes the disproportionate oversexualization women face compared to their male counterparts, highlighting a systemic issue within gaming narratives and character design. This approach aligns with Women in Games’ broader mission to promote better gender diversity and representation in the industry, positioning the campaign as both a critique and a call to action for gaming studios and the public. Strategically, the campaign leverages a provocative and immersive narrative experience to confront and engage its audience—primarily gamers, industry stakeholders, and advocates of gender equality—by making the implicit explicit through role reversal. The choice of an integrated medium campaign published in France, a market with an active gaming community and ongoing societal discourse on gender representation, amplifies its relevance. By using #GenderSwap as a conceptual device, the campaign taps into growing awareness around diversity and inclusion while appealing to the sensibilities of an audience increasingly critical of outdated industry norms. The absence of overt commentary in the YouTube asset encourages viewers to reflect personally on the disparity, thus fostering deeper understanding and empathy. Overall, the campaign’s insight hinges on the power of experiential perspective-taking to challenge existing biases and advocate for meaningful change within gaming culture.

Creative Device

FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. The '#GenderSwap' campaign by Women in Games is crafted to make audiences viscerally experience the issue of sexism and oversexualization of women in video games. The campaign’s title and narrative cues suggest it invites viewers (particularly men) to witness what it’s like to be a female character in games, leveraging the concept of “gender swap” not as a literal narrative, but as an illustrative social experiment or metaphor for the underlying problem. Rather than presenting a direct story, explicit comparison, or product demonstration, the creative approach centers around using an analogy (a gender swap experience) to symbolize the industry's pervasive issue—making symbolic representation of the problem the core creative device. No overt solution is demonstrated; the campaign’s main intent is to increase empathy and awareness via analogous immersion. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Girls Make Games – Positioned as an educational nonprofit, Girls Make Games empowers young women and girls through workshops and summer camps focused on game development, aiming to increase female representation in the gaming industry by nurturing talent from an early age.

Women Who Code – Although broader in tech, Women Who Code’s gaming-focused initiatives spotlight gender diversity by providing mentorship, networking, and professional development for women in game design and development, emphasizing career growth and industry inclusion.

AnyKey – AnyKey champions diversity, equity, and inclusion in esports and gaming by fostering community support, conducting research, and creating inclusive spaces that challenge stereotypes and support underrepresented genders in competitive gaming.

Women in Games WIGJ (UK) – This UK-based organization advocates for gender diversity via conferences, awards, and mentorship, promoting systemic change by connecting female professionals and raising awareness about women’s contributions and challenges in gaming.

Black Girl Gamers – Focused on intersectionality, Black Girl Gamers creates an online community celebrating Black women gamers, highlighting inclusivity and representation while combating racism and sexism within gaming culture and media.