2016 Ideas

I Will What I Want | Under Armour | USA

Under Armour signed super model Gisele Bundchen and created a film to help change their brand's masculine image by celebrating all women, defying expectations and ignoring judgement. The campaign created $5 billion of media impressions and $15M in earned media increasing website traffic by 42% and sales by 28% moving Under Armour to the no. 2 sports apparel brand in the US.

The Dilemma | Heineken | Italy

The latest viral video stunt created by Heineken has Simone tempted to use a VIP ticket for the Roma vs Real Madrid Champions League match rather than stick with the long-standing agreement to watch the games on TV at home with his mates.

The dilemma was captured on film for the 60,000 supporters in the ground and 8M who have subsequently watched the video.

End the Silence | La Sirena | Dominican Republic

The Dominican Republic is the 6th highest ranking country in the world for domestic violence. Only 10% of the victims name the offender through shame or fear. La Sirena the country's biggest retailer wanted to highlight the issue on the International Day for the Elimination of Violence against women. They encouraged a range of leading female TV show hosts to start their broadcast wearing make-up to look as they have been physically abused. As viewers reacted on social media the bruising was removed during the course of the show before the host explained the purpose. The campaign was discussed across all the main TV channels encouraging viewers to end the silence

Paper Glasses | Save the Children and Santillana | Mexico

It is estimated 75% of school drop outs in Mexico are related to visual impairment with pupils becoming frustrated when unable to read. This is especially true in rural communities when it is difficult to travel for an eye test. Save the Children partnered with Santillana one of the biggest publishers in Mexico to insert a special pair of "paper glasses" in a text book which allowed the children to test their own eyesight.

Soap Bus Ticket | Asiri Hospitals | Sri Lanka

Sri Lanka's Asiri Group of Hospitals wanted to encourage people on public buses to wash their hands, as a preventative measure to avoid spreading germs. The Soap Bus Ticket, an innovative ticket-roll infused with soap, was invented so that every bus ticket issued to a passenger would have a secondary function as a free piece of soap. The Soap Bus Tickets rolled out across a number of major Sri Lankan bus transit lines, and were supported by posters and signboards at major stops, in public toilets, and in Asiri hospitals, to educate passengers.

2 Litre Towel | Australian Weaving | Australia

Australian Weaving, one the country's oldest textile manufacturers, knew its towels were better than its competitors'. The problem was, the public didn't. They tested the absorbency of Australian Weaving's towels and discovered they could soak up almost twice as much water as cheap imported towels. An incredible 2 litres of water. So they turned this competitive advantage into a brand. By simply rebranding and repackaging the current towel in the innovative 2litre bottle, the company secured distribution in 38 stores nationwide in one of Australia's most prestigious department stores, at double previous retail price.

McWhopper | Burger King | New Zealand

Burger King proposed a one day cease fire in the burger wars with McDonalds by creating the ultimate burger - The McWhopper to raise awareness of Peace Day.

The idea spread like wildfire with 8.9 billion media impressions and $138M earned media. 

This increased brand consideration for Burger King by 25% and awareness of Peace Day by 40%.

Slow Down GPS | IF Insurance | Scandinavia

Child voice navigation works exactly the same as any other voice navigation app other than when you drive near schools or day care centres where there are lots of children the regular voice changes to a child's voice.

It has been demonstrated that listening to a child's voice has an automatic effect on all drivers to slow down take more care and pay attention.

IF have made the Child Voice Navigation App free to download.

Manboobs | MACAMA | Argentina

To avoid social media censorship of showing women's breast and nipples in demonstrating how to examine for breast cancer MACMA created a video using Henry and his "manboobs".

Within the first week the video had 48M views, 193 media impressions, 700k+ shares and $17M of earned media and created a worldwide debate on social media censorship policies.

"Manboobs" is the most successful breast self-examination video ever.

Edible Six Pack Rings | Saltwater Brewery | USA

Saltwater is a small craft brewery in Delray Beach, Florida whose consumers are largely surfers, fishermen and people who love the sea.

They created an edible six pack ring made from by products in their brewing process to replace the plastic rings. Plastic six pack rings are responsible for killing millions of seabirds and mammals across the world. So rather than killing sea life the Saltwater Brewery six pack rings feed them.

 With no media budget the project video has had 105M views. 1.8M Facebook shares and 3.5 billion impressions.

Learning on The Way | AND | Columbia

There are over 8M inhabitants in Bogota, Columbia and only 1 in 12 reach higher education. Part of the problem is the amount of time many workers spend commuting on buses due to poor transportation infrastructure.

ADN turned many of the buses into classrooms using radio and local celebrities to deliver lessons across a range of subjects including English, History and Finance.

Students could also use credits gained to help access places in other educational institutions.

Over 500,000 students took part in 500 classes across 8 courses.

Field Trip to Mars | Lockheed Martin | USA

Lockheed Martin are developing technology to help take us to Mars and wanted to inspire the first generation who will go there.

Kids who thought they were going on an ordinary field trip enjoyed the first ever group virtual reality experience which replicated a journey on Mars. With no googles or headsets it allowed the school kids to share the experience.

1 bus, 200 miles on Mars, thousands of inspired school children.

“The best example of VR I have seen” Google.

Van Gogh Airbnb | Art Institute of Chicago | USA

To promote their Van Gough exhibition the Art Institute of Chicago created the famous bedroom painting as a room to stay the night in and available to book on Airbnb.

The promotion resulted in media coverage across 100 countries and led to a 250% increase in online bookings.

200,000 visited the exhibition the highest attendance in over 15 years.

Ma Place Est Dans La Salle | Prodiss | France

The terrorist attacks in Paris in November 2015 were seen at an attack on French culture and led to an 89% decline in attendance at shows and concerts in Paris over the following month.

Prodiss asked all theatres and concert halls in Paris to change the title of their show on December 18 to “Ma Place Est Dans La Salle” – my place is at the show.

150 shows participated with over 200 artists and actors showing their support. It became the number one trending topic on Twitter in France with more than 170M Twitter impressions.

All participating shows in Paris sold out on December 18.

#NoMoreEvictions | PAH | Spain

More than 500,000 families have been evicted from their homes in Spain since the economic crisis in 2008. They have lost everything except their debts to the banks.

A stamp was created with the “Stop Desahuaos” (No More Evictions) and images of evicted families which could be used to put a stamp under the bridge on Euro notes. A website was created where stamps could be ordered free of charge with 20,000 despatched in the first 24 hours.

The stamps were also distributed to celebrities and media channels resulting in coverage in over 120 media outlets giving a ROI of 1.2 M Euros.

Most importantly the Spanish Government backed by all political parties introduced the “second chance” law to help prevent evictions.

The Second Scoreboard | Teletica | Costa Rica

According to Costa Rica’s Ministry of Women’s Affairs, during one of the nation’s favourite pastimes – soccer matches – domestic violence complaints can increase by as much as 690%.

To raise awareness of the issue, the Ministry teamed up with leading TV station Teletica and the Costa Rican Soccer Federation. During every soccer game televised by Teletica, a second scoreboard, added right next to the usual match score, tracked the number of domestic violence incidents reported to the police in real time.

“The Second Scoreboard” campaign went viral, provoking important conversations among spectators, sports commentators and even the country’s congress. The board stands as the only scoreboard where a “0” means a huge win.

Drinkable Advertising | Coca Cola | USA

To encourage more people to try Coke Zero they created an entire campaign around drinkable ads.

They created special build poster sites which dispensed Coke Zero at major sports events and developed a partnership with Shazam which allowed TV ads to download free drinks to mobile phones.

Radio ads worked with sound only, print ads became cups and flyers became straws.

They created the most Shazamed ad ever and with 155,000 free drinks redeemed over the first weekend they also created the most successful Coke sampling campaign ever.

Celebrity Tantrum | Samsung | Australia

Samsung were aware that many consumer watching high quality entertainment on older model phones and tablets were not getting the same experience enjoyed on their new Galaxy Tabs 2.

They created an ad using a Game of Thrones character and used device detecting technology to target their message – upgrade your old device to a new Galaxy.

4.8 million devices were detected and served a tailored ad which resulted in a 10% increase in market share.

This Bike has MS | MS Australia | Australia

To raise awareness and money MS Australia put a team together of health professionals, bike mechanics and MS sufferers to build a bike with the symptoms of MS.

A bike with a heavy frame, unbalanced handlebars, broken gears, no brakes.

They asked Shane Kelly an Olympian cyclist to use the bike in a competitive event that gained coverage in over 30 countries worth more than $7M of earned media. Similar bikes are now being built all over the world and being used for educational purposes.

They also raised more than £1M for treatments.

Second Life Toys | Green Ribbon Campaign | Japan

Lack of child organ donors is a worldwide problem but particularly so in Japan where only 2% of those who require an organ managing to get a successful transplant.

One of the key issues is the lack of discussion of this uncomfortable topic.

Green Ribbon Campaign collected unwanted toys and gave them a second life with a transplant from other unwanted toys and distributed them to children throughout Japan.

Coverage in more than 90 media channels led to a 30% increase in donor registrations.

Life Saving Stickers | Australian Road Safety | Australia

Every week 850,000 rubbish bins are pushed on to the side of streets in Queensland, Australia.

The same streets that children play on.

Australia Road Safety produced stickers with speed limits and images of children running towards the road to be stuck to the side of rubbish bins to appear on roadsides every week.

The campaign gained widespread media coverage and social media comment.

Safety Truck | Samsung | Argentina

One person per hour dies in a traffic accident in Argentina. Many on one lane roads whilst attempting to overtake.

Samsung used their innovation and technology to create trucks with a wireless camera on the front and 4 large outdoor screens on the back. The cameras also had night-time vision mode. This allowed drivers behind the trucks to check from oncoming traffic before overtaking.

Samsung – as well as changing people’s lives were also helping to save them.

Zero Minutes of Fame | The Brady Campaign | USA

The Brady Campaign, America’s leading organization dedicated to the reduction of gun deaths, created a Google Chrome plug-in that completely removes the name and image of mass killers from the Internet. It also replaces them with something that truly deserves our attention — the victims. In addition, the plug-in leads to a petition to stop media outlets from glorifying the killers.

Within the first 24 hours, the campaign received over 831 million media impressions. The Brady Campaign also received over $3,500,000 in free media and drove thousands of plug-in downloads and petition signatures. The story was picked up by nearly every major media outlet in the United States—the exact organizations that our plug-in effected.

I am a Witness | Ad Council | USA

Bullying no longer lives only in classrooms, in hallways and on school buses. It’s online and far more toxic. To battle it online, Ad Council created the first anti-bullying emoji. Because of its universal code, the emoji can be used across all social media platforms where bullying takes place, without the need to download apps or keyboards.

The campaign reached 19 million teens ages 11 to 15 and generated 2 billion+ impressions across their favourite social networks and mobile devices to raise awareness about the emoji. From October 2015 to time of print, the campaign generated over 1.2 billion impressions, 23.5M views of our films, 265.9K engagements with the custom keyboard app and Kik stickers, 2.3M impressions through other social.

Dad-do | Pantene | USA

Inspired by a Wake Forest University study, Pantene learned that girls who spend quality time with their Dads are more likely to grow up to become strong, confident women. They sought to show the positive correlation between a father’s connection to his daughter and her self-esteem.

Pantene gave Dads the tools to spend a new kind of quality time with their daughters – a series of how-to videos, in their language, featuring NFL players and their daughters. As a result, #DadDo became a cultural conversation.

Dad-Do was the most successful launch in Pantene history, earning 1.68 billion media impressions and 45MM video views. With 250MM social media impressions, we ignited a conversation about the importance of meaningful father-daughter relationships. Dads and daughters posted their own #DadDos on Instagram and Twitter. #DadDo trended organically on Facebook 48 hours after launch.

Most importantly, girls everywhere started feeling stronger. 6.75MM fathers learned the importance of time with their daughters, resulting in 1.125MM more hours spent toward building the next generation of strong women.

Man on the Moon | John Lewis/Age UK | UK

John Lewis wanted to deliver a Christmas campaign that would separate them from the chasing retail pack whilst using our growing brand influence to support a good cause.

‘Man On The Moon’ generated more views, likes, shares, engagements, parodies, buzz and PR coverage than any of John Lewis’ previous Christmas campaigns, helping put John Lewis top of mind and win the public’s hearts.

The partnership with Age UK allowed John Lewis to harness the power of its brand at Christmas to do good. Awareness of the cause increased, 12,000 people were inspired to volunteer, £183k in fundraising was directly raised and Age UK gained new corporate partnerships worth +£2.5 million.

The campaign helped John Lewis achieve record sales and profits at Christmas, taking £951 million in revenue. In a retail market down -1.8%, John Lewis outperformed the market, with like-for-like sales rising +5.1%. Margin also increased by 3.1% in November and 2.2% in December, amounting to John Lewis’ most commercially successful Christmas to date.