Agency news of May 13, 2022

The diapers – later revealed to be part of a publicity stunt – were priced at $120 because that’s what a diaper tax would cost a family every year. Mother LA came up with the idea to raise awareness of the luxury tax on diapers. In 33 states, diapers are not considered an essential item, leaving one in three mothers struggling to afford them. On May 12, Paltrow announced it was a press stunt, saying in an Instagram video that “this was designed to piss us off because if treating diapers like a luxury drives you nuts, then tax as a luxury.”

Get your tickets to the Small Agency Conference & Awards, taking place in Chicago on July 26-27, at AdAge.com/SACA2022

Goop is partnering with Baby2Baby to help fight for a diaper tax change and provide the basic necessities every child should have.

The story in the making

Levi’s selected Droga5 as the lead creative agency for its new global platform following a competitive review. The agency’s offices in São Paulo and New York will work together on the account.

The iconic jeans brand celebrates the 150th anniversary of its ‘501 Original Jean’. Droga5 will create a campaign slated to launch in 2023 that will run across digital and broadcast and OOH platforms.

This is the latest win for the São Paulo office, which opened in February with Netflix as its first customer. It also won Hotmart, a global payment platform for content creators.

A new way to drink

Ball Corp.’s latest campaign. with Quigley is about the drink, not the drink itself, but the cup it’s in. “Make a Statement” aims to raise awareness of its recyclable aluminum cups that can be used at sporting and entertainment events instead of plastic.

Ball’s aluminum cups are made from 90% recycled materials. The campaign emphasizes the durability of the cups with handwritten statements written directly on them, such as “Good planets are hard to find”.

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