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MOI Scoop
Campaigns
Diversity
Not-So-B2B
Accessibility
Empowerment
Trends
ISSUE #29
Jun 26
THE ‘DIVERSITY’ ISSUE
MOI Global creatives are often asked where we get our inspiration. The answer is always the same: anywhere and everywhere.
Take a stroll through this set of head-turning art, copy, ads, literature, culture, and trends that inspire us. And some of our original work that proves we take notice of what we see, when we look around.
This publication references campaigns and creative work from across the industry for editorial commentary only. Images are used for editorial commentary and criticism. © Copyright and property remains with the respective owners. If you are the rights holder and would like content removed or credited differently, please contact us. Each image is attributed to the original source which aligns with attribution expectations under the Copyright, Designs and Patents Act 1988 for quotation or criticism.
Julie Seal is a creative leader and founder of Republic of Imagination, with over 20 years of experience in creative direction, social advertising, and brand storytelling. She is known for combining strategy, creativity, and emerging technologies like AI to build impactful and culturally relevant campaigns.
MOI: What inspired you to launch Republic of Imagination?
Julie: It actually came reluctantly… I’d left Meta and was still frustrated that so many brands and so many agencies weren’t really thinking about social in a forward-thinking way. So many are stuck in what I would call social 2.0, which is blog-style skits and sketch comedy, basically using social as a dumping ground for all sorts of ‘look at me’ nonsense, and chasing likes. None of that is how I strongly believe social should be done.
MOI: What do you think it takes to stand out creatively on social media?
Julie: Honestly, it’s about social becoming an entertainment channel for brands. So a brand’s social is their entertainment, inspiration or education space, and should be treated as a destination like MTV or Dave or Adult Swim are. The other way (more about ads, less about organic) is to use craft-led content creators who are incredible at making social video (I’m talking video artists, animators, paper craft, multi-media video - rather than personality-led stuff which is kinda everywhere). They are our key focuses as an agency.
MOI: What recent social campaign caught your attention and why?
Julie: I’m loving what Hermes are doing on social, Nutterbutter is amazing for the demographic, likewise Liquid Death of course… but all too many brands are still languishing in DuoLingo and Ryanair or Curry’s world and it’s too old-school now. Kill content calendars and jumping on trends ffs!
Julie Seal is a creative leader and founder of Republic of Imagination, with over 20 years of experience in creative direction, social advertising, and brand storytelling. She is known for combining strategy, creativity, and emerging technologies like AI to build impactful and culturally relevant campaigns.
MOI: What inspired you to launch Republic of Imagination?
Julie: It actually came reluctantly… I’d left Meta and was still frustrated that so many brands and so many agencies weren’t really thinking about social in a forward-thinking way. So many are stuck in what I would call social 2.0, which is blog-style skits and sketch comedy, basically using social as a dumping ground for all sorts of ‘look at me’ nonsense, and chasing likes. None of that is how I strongly believe social should be done.
MOI: What do you think it takes to stand out creatively on social media?
Julie: Honestly, it’s about social becoming an entertainment channel for brands. So a brand’s social is their entertainment, inspiration or education space, and should be treated as a destination like MTV or Dave or Adult Swim are. The other way (more about ads, less about organic) is to use craft-led content creators who are incredible at making social video (I’m talking video artists, animators, paper craft, multi-media video - rather than personality-led stuff which is kinda everywhere). They are our key focuses as an agency.
MOI: What recent social campaign caught your attention and why?
Julie: I’m loving what Hermes are doing on social, Nutterbutter is amazing for the demographic, likewise Liquid Death of course… but all too many brands are still languishing in DuoLingo and Ryanair or Curry’s world and it’s too old-school now. Kill content calendars and jumping on trends ffs!
MOI: You speak about being 'Proudly Disabled' -why do you think it's so important that the creative industry does a better job at representing diversity and disabilities?
Julie: Because we’re the largest minority out there and have a huge spending power that’s rarely tapped into in a more ‘we understand you’ way. Brands should be targeting disabled customers with messaging that resonates with our needs. But also because the industry making the ads should always reflect the consumers buying the products imo… the best ads and content come from people who understand the cultures, subcultures and nuances of who they are making ads for.
MOI: As a female founder, what advice would you give to other female creatives in the industry?
Julie: Confidence is everything, don’t give up. Get mentors who’ll help guide you by literally asking them for advice and help. Partner with other women and other agencies that don’t offer the same as you so you can cross each other clients. Stay sane by using all five gears, not just fifth.
MOI: How do you see the world of social media and social advertising changing in the coming years?
Julie: Massively, social is basically TV for many (younger audiences especially)… I remember my dad flicking through TV channels for hours, only watching a bit of each show… social is that, except longer-form content will win, TV show type formats will emerge and live shopping will blow up way beyond QVC style stuff... and if you’re a brand who wants to win with any of that stuff, call us at Republic of Imagination and we’ll help!
MOI: You speak about being 'Proudly Disabled' -why do you think it's so important that the creative industry does a better job at representing diversity and disabilities?
Julie: Because we’re the largest minority out there and have a huge spending power that’s rarely tapped into in a more ‘we understand you’ way. Brands should be targeting disabled customers with messaging that resonates with our needs. But also because the industry making the ads should always reflect the consumers buying the products imo… the best ads and content come from people who understand the cultures, subcultures and nuances of who they are making ads for.
MOI: As a female founder, what advice would you give to other female creatives in the industry?
Julie: Confidence is everything, don’t give up. Get mentors who’ll help guide you by literally asking them for advice and help. Partner with other women and other agencies that don’t offer the same as you so you can cross each other clients. Stay sane by using all five gears, not just fifth.
MOI: How do you see the world of social media and social advertising changing in the coming years?
Julie: Massively, social is basically TV for many (younger audiences especially)… I remember my dad flicking through TV channels for hours, only watching a bit of each show… social is that, except longer-form content will win, TV show type formats will emerge and live shopping will blow up way beyond QVC style stuff... and if you’re a brand who wants to win with any of that stuff, call us at Republic of Imagination and we’ll help!
TruthWorks set out to protest a worrying stat: that all-female founding teams receive just 2% of global VC funding. With tongue-in-cheek recreations of the stereotypical "tech bro" start-up announcement photos, the campaign "Dressed for Yes" called out the pattern in a cheeky, fun, but memorable way.
Image and article courtesy © TruthWorks
SourceTo raise awareness for early detection of breast cancer, Mano&Rudy and MACMA launched "The Art of Self-examination" - an exhibition at the Fernández Blanco Museum where visitors were encouraged to interact with specially modified paintings that showed visible signs of possible breast cancer.
Image and article courtesy © Ogilvy, DAVID Buenos Aires, MACMA
SourceFor IWD 2025, Arsenal and Persil teamed up to break the stigma around periods and sports. With 6 in 10 girls fearing playing sports due to period leaks, Arsenal and Persil showed that every stain is part of the game – even period stains.
Image and article courtesy © MullenLowe UK, Arsenal x Persil
Source
TruthWorks set out to protest a worrying stat: that all-female founding teams receive just 2% of global VC funding. With tongue-in-cheek recreations of the stereotypical "tech bro" start-up announcement photos, the campaign "Dressed for Yes" called out the pattern in a cheeky, fun, but memorable way.
Image and article courtesy © TruthWorks
To raise awareness for early detection of breast cancer, Mano&Rudy and MACMA launched "The Art of Self-examination" - an exhibition at the Fernández Blanco Museum where visitors were encouraged to interact with specially modified paintings that showed visible signs of possible breast cancer.
Image and article courtesy © Ogilvy, DAVID Buenos Aires, MACMA
For IWD 2025, Arsenal and Persil teamed up to break the stigma around periods and sports. With 6 in 10 girls fearing playing sports due to period leaks, Arsenal and Persil showed that every stain is part of the game – even period stains.
Image and article courtesy © MullenLowe UK, Arsenal x Persil
With the Tate Modern's "Tracey Emin: A Second Life" exhibition in full swing, here's a breakdown of Emin's most iconic piece, "My Bed". The contemporary art piece shows the raw and vulnerable realities of depression.
Image and article courtesy © Tracey Emin, The Tate
Source
“Curators are at the forefront of cultural exchange,” says V&A East director Gus Casey-Hayford. And the Art Fund hopes to make it more diverse and inclusive with its “Empowering Curators” program.
Image and article courtesy © Hydar Dewachi, Art Fund
Source
Arts Council England's new program, running from January to October 2026, is designed to support diverse-led creative and cultural organizations with free online sessions on improving skills, knowledge and confidence.
Image and article courtesy © Arts Council England, Arts Fundraising & Philanthropy
Source
With the Tate Modern's "Tracey Emin: A Second Life" exhibition in full swing, here's a breakdown of Emin's most iconic piece, "My Bed". The contemporary art piece shows the raw and vulnerable realities of depression.
Image and article courtesy © Tracey Emin, The Tate
“Curators are at the forefront of cultural exchange,” says V&A East director Gus Casey-Hayford. And the Art Fund hopes to make it more diverse and inclusive with its “Empowering Curators” program.
Image and article courtesy © Hydar Dewachi, Art Fund
Arts Council England's new program, running from January to October 2026, is designed to support diverse-led creative and cultural organizations with free online sessions on improving skills, knowledge and confidence.
Image and article courtesy © Arts Council England, Arts Fundraising & Philanthropy
Not-so-B2B thinking™
Innovation isn't
always forward
(Sometimes the
best answer is less,
not more)
(What? In this case…
is brand!)
Real innovation isn't always about adopting the latest technology - sometimes it's about choosing what actually works for humans. Just as dumb phones represent progress by doing less, better, our approach challenges the assumption that more features, more platforms, more automation always equals better outcomes.
Our Not-so-B2B approach brings together diverse perspectives to question what everyone else assumes is inevitable. We look sideways at problems rather than straight ahead, finding solutions that might seem counterintuitive but create genuine value.
Because the most innovative answer to your challenge might not be the most technically advanced one. It might be simpler, more focused, more intentional. And discovering that requires thinking differently about innovation that turn heads.
(What? In this case… is brand!)
According to neuroscience, the brain can perceive color through emotions even in the absence of sight. So VML and Coral co-created a color catalog full of chromopoems designed to be felt, not seen.
Image and article courtesy © VML Brazil, Coral
Watch hereHuawei teamed up with AMV BBDO to develop an app that would help enrich story time for deaf children and their parents. Using Huawei AI, StorySign allows users to translate words on the page into sign language through a fun avatar designed by Aardman.
Image and article courtesy © AMV BBDO, Huawei, Aardman
Watch here
Lines mean go. Dots mean stop. But what about when visually impaired people need to reach a specific destination? Circus Grey teamed up with Cemento Sol to develop a new tactile vocabulary that enhances navigational experiences for the visually impaired.
Image and article courtesy © Circus Grey Peru, Cemento Sol
Watch here
According to neuroscience, the brain can perceive color through emotions even in the absence of sight. So VML and Coral co-created a color catalog full of chromopoems designed to be felt, not seen.
Image and article courtesy © VML Brazil, Coral
Huawei teamed up with AMV BBDO to develop an app that would help enrich story time for deaf children and their parents. Using Huawei AI, StorySign allows users to translate words on the page into sign language through a fun avatar designed by Aardman.
Image and article courtesy © AMV BBDO, Huawei, Aardman
Lines mean go. Dots mean stop. But what about when visually impaired people need to reach a specific destination? Circus Grey teamed up with Cemento Sol to develop a new tactile vocabulary that enhances navigational experiences for the visually impaired.
Image and article courtesy © Circus Grey Peru, Cemento Sol
Bedtime stories don't always have to be princesses being saved by knights in shining armor. Good Night Stories for Rebel Girls is packed with 100 stories about the lives of extraordinary women throughout history, illustrated by 60 female artists from around the world.
Image and article courtesy © Rebel Girls Inc,
Elena Favilli & Francesca Cavallo
In Pakistan, only 34.2% of girls make it to high school before parents pull them out of education. To raise awareness, EBM partnered with BBDO Impact Dubai to create a special broadcast whereby two schoolgirls who were illiterate as little as three years ago took over as newscasters across three leading news channels.
Image and article courtesy © BBDO Impact Dubai, EBM
SourceThink of all your fave classic fairytales. Now make them edgy. Now Upon a Time is a storytelling platform that's reimagining classic fairytales with more modern, diverse and empowering messages.
Image and article courtesy © Now Upon a Time,
Neel Williams, Martin Agency
Nikita Gill's Fierce Fairytales is an empowering collection of stories, poems, and hand-drawn illustrations that give classic tales a modern and badass twist.
Image and article courtesy © Nikita Gill, Orion Publishing Co
Source
Bedtime stories don't always have to be princesses being saved by knights in shining armor. Good Night Stories for Rebel Girls is packed with 100 stories about the lives of extraordinary women throughout history, illustrated by 60 female artists from around the world.
Image and article courtesy © Rebel Girls Inc,
Elena Favilli & Francesca Cavallo
In Pakistan, only 34.2% of girls make it to high school before parents pull them out of education. To raise awareness, EBM partnered with BBDO Impact Dubai to create a special broadcast whereby two schoolgirls who were illiterate as little as three years ago took over as newscasters across three leading news channels.
Image and article courtesy © BBDO Impact Dubai, EBM
Think of all your fave classic fairytales. Now make them edgy. Now Upon a Time is a storytelling platform that's reimagining classic fairytales with more modern, diverse and empowering messages.
Image and article courtesy © Now Upon a Time,
Neel Williams, Martin Agency
Nikita Gill's Fierce Fairytales is an empowering collection of stories, poems, and hand-drawn illustrations that give classic tales a modern and badass twist.
Image and article courtesy © Nikita Gill, Orion Publishing Co
Ever wondered what it's like living with dyslexia? Daniel Britton designed a typeface that recreates the feeling for non-dyslexics, helping raise awareness and understanding for the condition.
Image and article courtesy © Daniel Britton
SourceCafé Joyeux provides training, employment and empowerment to people with intellectual and developmental disabilities. With 'No Filter', they handed over full social media control to their employees without scripts or approvals, giving them a platform to share their voice, ideas, and experiences.
Image and article courtesy © Publicis Conseil, Café Joyeux
Watch hereDysfluent magazine explores and celebrates the everyday experiences of people who stammer. The typeface used throughout is designed to represent the voice of the stammerer – destigmatizing it and relabelling it as a strength.
Image and article courtesy © Take Courage, Dysfluent
Source
Ever wondered what it's like living with dyslexia? Daniel Britton designed a typeface that recreates the feeling for non-dyslexics, helping raise awareness and understanding for the condition.
Image and article courtesy © Daniel Britton
Café Joyeux provides training, employment and empowerment to people with intellectual and developmental disabilities. With 'No Filter', they handed over full social media control to their employees without scripts or approvals, giving them a platform to share their voice, ideas, and experiences.
Image and article courtesy © Publicis Conseil, Café Joyeux
Dysfluent magazine explores and celebrates the everyday experiences of people who stammer. The typeface used throughout is designed to represent the voice of the stammerer – destigmatizing it and relabelling it as a strength.
Image and article courtesy © Take Courage, Dysfluent
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