Strands of Genius: Reusable CPG Future, Ben & Jerry's DGAF, Cleo Wade
Guest Curated by Aisha Washington
This year we’re aiming to highlight 50 creative thinkers that have inspired us, by giving them the opportunity to guest curate this newsletter, Strands of Genius. Rosie and Aisha met in a graphic design class while attending the University of Georgia and both moved to NYC after graduation where they ended up becoming close friends, and even sharing some of the same places of employment!
:: A BIT MORE ABOUT GUEST CURATOR, AISHA WASHINGTON ::
LOCATION: New York, NY
PLACE OF EMPLOYMENT: Strategic Partnerships @ NBC News / MSNBC
Hello Strands friends! So honored to be guest curating today's newsletter. Rosie and I first met in a graphic design class in college, both moved to New York after graduating and both wound up working at Saatchi & Saatchi and Translation. Since then I’ve moved brand/media side, starting with a freelance gig at the New York Times. My combined media and agency experience led to a role in marketing partnerships at NBC News/MSNBC.
I love seeing two brands that you wouldn’t expect partner and build something amazing. Bringing together the resources of Budweiser and the creative genius of JAY Z to establish the Made in America festival in Philly is one of the projects I’m most proud of, and now serves as a reminder that yes, crazier things have been done.
Editor’s Note (Rosie): One of the best honors bestowed upon me was to be named Aisha’s emergency contact when she moved to NYC. We no longer live in the same city, but find ourselves planning overlapping travel around the world. She’s a badass marketer who has worked on some seriously cool projects, and I’m excited to have her share today!
:: THE LINKS ::
A BIG STEP TOWARD A SLEEK, REUSABLE CPG FUTURE
Loop believes in a zero waste future. The company delivers products in reusable packaging that is returned, sanitized and refilled for use by the next consumer. I joined the regional pilot program last year and am thrilled to see its national (US) expansion this summer. Loop features brands like Procter & Gamble, Unilever, Clorox and Nestle packaged in aluminum and glass with clean, minimalist design. The products are great, the containers look nice on my shelf and are easy to return.
I’m obviously a fan, but regardless of Loop’s success or failure, our global waste and pollution problems aren’t going anywhere. While change is needed starting at the government policy level, I think we’re going to see more brands take responsibility for the full life cycle of the products and packaging they produce, as both consumers and the planet demand it. (CNN)
BEN & JERRY’S DGAF
And as a Black person and marketer in America, I love to see it. While a lot of brands struggle to meet the current moment, Ben & Jerry’s has told us where they stand, what steps they’re taking to effect change and how they’re donating their money. They’ve also provided information and tools so that the rest of us can either get on board or get out of the way. It’s a bolder step than most brands are willing to take but the early action, clear POV and commitment to stay the course should be noted by all building out action and marketing plans. (The Drum)
CLEO WADE IS BRAVE ENOUGH TO CARE
When problems like plastic-polluted oceans and systemic racism are feeling too big to tackle, I look to Cleo Wade for inspiration. Cleo’s words are both comfort and motivation and her TED Talk is a beautiful meditation on how to get started when everything feels overwhelming. She reminds us to start by doing what we can with what we’ve got, where we are, and in our own way. What will you start today? (TED)
Looking for more from Aisha Washington? Those enrolled in The School of Stolen Genius will receive a deep dive from her in their inbox shortly! You can access all our expert interviews for SOSG here.
:: AND NOW… SOME FAST FAVORITES ::
:: Game :: Codenames / Flip cup (yes, I’m 33 and still love this game)
:: City :: New York / Havana / Black Rock City / anywhere with friends
:: Book :: Let My People Go Surfing by Yvon Chouinard / Shameless Exploitation in Pursuit of the Common Good by Paul Newman and A.E. Hotchner
:: Podcast :: Work in Progress with Sophia Bush / Code Switch
:: Album :: Michael Jackson: Thriller / Coldplay: Parachutes
:: CLEO WADE ::
“Be good to as many people as possible.”
- Cleo Wade
Aisha Emerald Washington
email: awemerald@gmail.com
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It's called Genius Steals because we believe ideas are new combinations and that nothing can come from nothing. But copying is lazy. We believe the best way to innovate is to look at the best of that which came before and combine those elements into new solutions.
Co-Founders Faris & Rosie are award-winning strategists and creative directors, writers, consultants and public speakers who have been living on the road/runway since March 2013, working with companies all over the world. Our Director of Operations is nomadic like us, our accounting team is based out of Washington, our company is registered in Tennessee, and our collaborators are all over the world. Being nomadic allows us to go wherever clients need us to be, and to be inspired by the world in between.
Hit reply and let’s talk about how we might be able to work together :)