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The Swirl: May 2, 2016

Funday, as in Swirl day. In this edition: a gender shift, new approaches to health and fitness, and the newest version of Goldilocks.

WORD OF THE WEEK

Geofilter (n) a Snapchat feature that now allows anyone (including brands) to create an overlay graphic that communicates the 'where and when' of a Snap; encourages selfies, but also an incredible way to extend reach.

CHANGING THINGS UP

Traditionally, brands like NFL, Harley Davidson, and Adidas have targeted males, but we're witnessing a major shift when it comes to marketing and gender. Girls are starting to steal the show. We first saw this with Under Armour, but more brands are dedicating media spend and creative work to target female audiences – even beer brands. Don't believe us? Take Coors for example. Their most recent ads have been spotted on HGTV and Bravo. And this trend isn't only affecting media choices. Adidas even expanded their range of products just for women, including athleisure and gym bags. That's what we call girl power.

WHY IT MATTERS

Targeting women isn't so much about gender as it is about inclusivity. Gender lines are blurring, and failing to recognize one or the other is old fashioned. Like we said last week, looking only at demographics results in missed opportunity. It’s more about connecting with basic human truths and desires. Each industry and product answers a specific need – a need males and females often share. Whoever said that girls weren't athletic?

IN IT FOR THE LONG HAUL

In the health and fitness industry, it's common to see marketing that's geared towards short–term benefits. Running shoes that help you go faster, drinks that make recovery better. The list could go on forever, but with things like wearables, the 'healthy' mindset has shifted to a much more holistic approach – and campaigns have followed. This effort to stress the importance of improving our lives for the long–term has been done by Under Armour and Nike before. It's Reebok that just introduced their most recent attempt. Their new campaign aims to encourage a lifelong commitment to bettering yourself. It's no secret that exercising regularly can help you look and feel younger, but the spot really drives this message home by literally running through the days in your life. In case you were wondering, the average human lives 25,915 days. And Reebok would probably suggest that you spend them wisely.

WHY IT MATTERS

When it comes to health and fitness, it's now less about the shoes or product and more about how they can help you achieve your goals and live a better life. The messages are empowering and inspiring, aiming to communicate a message that is much more holistic and forward–thinking than we’ve previously seen. Did you notice that the lead character is female? Hint: it probably has something to do with that whole inclusivity theme.

GOOD VIBES

Meet Goldivox – like Goldilocks, except on a quest for the perfect voice instead of oatmeal. She's the main character of VocaliD's first marketing campaign ever, a company that allows people to donate their voices to the speech impaired. Goldivox couldn't be more charming. Her character helps the spot capture the isolation of what it’s like to not have a voice of your own. But instead of leaving viewers in a deep, sorrowful place, the storyline creates light out of a serious message. Well done, VocaliD, well done.

WHY IT MATTERS

Instead of using guilt or sadness, VocaliD uses a story of kindness to demonstrate a product benefit – one we all now want to be a part of. The subject has the potential to leave viewers in a negative place, but their unique approach leaves us feeling warm. Empathy is a powerful thing, and this video managed to demonstrate it perfectly. Thank you, Goldivox.

FINAL FOOD FOR THOUGHT

Agencies are turning towards Snapchat, Instagram, and even Tinder to find summer interns.