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2022 Ideas
Nike | Crazy Dreams | USA
Nike | Crazy Dreams | USA
Nike knew from ongoing research with athletes that sport didn’t just help them realize their athletic potential, but their potential in life – that no matter what obstacle is in front of them they could not just prevail, but actually have a bigger, positive impact on society overall. This understanding of athletes that rang especially true in early 2018 as the country experienced cultural and racial tension, led to the main insight: sport empowers athletes to change not just their own world, but the world around them
Budweiser | Future Official Sponsors | USA
Budweiser | Future Official Sponsors | USA
Scholars, media, and athletes had been talking about the pay gap in women’s sports for decades. Still nothing had changed. So Budweiser knew they had to take a different approach. Their strategy for this campaign was to show brands the value in sponsorship. Female soccer players were being paid 12x less than their male counterparts. Equal pay became the biggest news story in the country. Budweiser didn’t just talk about the sponsorship gap. They filled it by creating 9 placeholder products for some of the biggest sponsorship categories in sports, everything from toiletries to timepieces.
Toyota | Start Your Impossible | USA
Toyota | Start Your Impossible | USA
To launch a future beyond cars, Toyota, the world’s largest automaker, created a global campaign that didn't feature any. In the context of an evolving industry and new competitive set, the ‘Start Your Impossible’ campaign repositioned Toyota as a mobility company while connecting the brand’s vision with the pinnacle of human movement: the Olympic and Paralympic Games. The campaign spanned across 40+ countries and 28 languages. It lasted the entire duration of both Games with coverage across every platform, ranging from TV to streaming and digital.
The Aguda – Israel’s LGBT Task Force | The First YouTube Waiting Room | Israel
The Aguda – Israel’s LGBT Task Force | The First YouTube Waiting Room | Israel
70% of Israelis believe gay couples should have equal rights - this opinion however is not shared by the Israeli parliament. On July 18th 2018, this discrimination reached a new high as the Israeli parliament passed a new law expanding the eligibility for state-supported surrogacy to include single women but excluded single men and gay couples. So the LGBT community decided to fight back. “The First YouTube Waiting Room”: Hack every pre-roll to Medalie’s -a.k.a ‘The Hit Machine’ - songs on YouTube and turn them into waiting rooms.
Virgin Atlantic | The Pride Flight | UK
Virgin Atlantic | The Pride Flight | UK
In 1969 the Stonewall Uprising in New York City was the catalyst for the fight for LGBTQ+ rights. Fifty years later, New York City will hold World Pride in June 2019, honouring the bravery and achievements of the LGBTQ+ community over five decades.
Virgin launched the PRIDE FLIGHT – the world’s FIRST specially chartered flight to celebrate queer culture at 30,000 feet. Staffed entirely LGBTQ+ pilots and crew, with a host of British LGBTQ+ ‘royalty’ onboard. To launch the campaign, Virgin enlisted the help of a very special ambassador – American Broadway singer and star of the Netflix comedy hit Unbreakable Kimmy Schmidt… Tituss Burgess.
Decathlon | The Breakaway | Belgium
Decathlon | The Breakaway | Belgium
In a maximum security prison in Oudenaarde, Belgium, Decathlon launches “The Breakaway”. The first eCycling team for prisoners. They will be riding and racing with people from the outside world, on the virtual cycling platform Zwift. The initiative is part of Decathlon’s broader vision to make sport accessible for all. The Breakaway was created in collaboration with “De Rode Antraciet” vzw, a non-profit advocating sports & culture within prisons, Cellmade, and the Belgian Department of Justice.
ABINBEV | Native Sportscasters | Mexico
ABINBEV | Native Sportscasters | Mexico
To engage with their audience –native Mexican communities– ABINBEV needed to impact them with a relevant experience. So for the first time, indigenous people had the possibility to hear over the radio the national team’s soccer games in their own languages. Because the national team should be for everyone. 850 people participated in the casting, and, with the help of professional sportscasters, winners were selected in six native languages: Maya, Nahuatl, Mixteco, Chatino, Zapoteco and Mixe.
Dove | Courage is Beautiful | UK
Dove | Courage is Beautiful | UK
In times of crisis, beauty isn’t how you look, but what you do. And during the pandemic, frontline workers have epitomised this beauty. Dove, which has challenged conventional notions of beauty for the last 15 years through its advertising, decided to honour the sacrifice and courage these images represent. Ogilvy’s challenge was to create a campaign that was true to Dove’s brand purpose and deeply respectful of the healthcare workers shown. The team featured their powerful portraits in digital out-of-home media and films, thanking them directly and showing that Courage is Beautiful.
The Procter & Gamble Company | The Centre Lane | Japan
The Procter & Gamble Company | The Centre Lane | Japan
The Centre Lane, is a empowering docu-drama that blends live action and animation to tell the story of the Japanese swimming prodigy Rikako Ikee and her route back to competition following a devastating diagnosis of leukaemia when she was just 18. #CHANGEDESTINY is at the heart of the SK-II brand philosophy that celebrates how destiny is not a matter of chance, but a matter of choice. Inspired by the stories of women from around the world, #CHANGEDESTINY sheds light on the pressures they face and the universal 'box' they are put in to be perfect in society's eyes.
Cadbury| Shah Rukh Khan-My-Ad | India
Cadbury| Shah Rukh Khan-My-Ad | India
Cadbury Celebrations is a chocolate gift box and Diwali is its biggest business opportunity. But India in 2021 was still coming to terms with a post-pandemic life and the new normal wasn't welcoming to the thousands of small shops and local businesses. While these local stores served as a lifeline to consumers for all these years, the pandemic had made consumers over cautious about hygiene and familiar with the convenience of door-to-door deliveries. Shopping from the reliable small and local stores was the last thing on people's minds.
2012 – Bucharest, Not Budapest | Rom Bar, Romania
2012 – Bucharest, Not Budapest | Rom Bar, Romania
Rom is the number one chocolate bar of Romania and has Bucharest written all over it. The "Bucharest not Budapest" campaign was launched after several high-profile gaffes where the two cities were mixed up. From welcome posters sites at the airports of both cities to a dedicated microsite and a variety of social media stunts, the Romanians responded with great enthusiasm as did the world's media. 215k Euros of free media was generated and 7M+ media impressions with an 826% growth in social brand engagement.
2013 – American ROM | McCann Erickson | Romania
2013 – American ROM | McCann Erickson | Romania
McCann Erickson’s brief was to rejuvenate a failing Romanian chocolate brand – patriotically named “Rom” – which was becoming out-dated and rapidly losing market share to the likes of Snickers and Mars. Why? Being Romanian simply wasn’t cool anymore. At the height of the economic downturn, young people saw Romania as a country of bad politics and lack of opportunities. McCann Erickson attempted to reverse this sentiment and bring national pride back to Romania – by rebranding Rom as the All-American Chocolate Bar.
2014 – Troy’s Library Book Burning Campaign | Leo Burnett | USA
2014 – Troy’s Library Book Burning Campaign | Leo Burnett | USA
The Public Library in Troy was in danger of being shut down. It eventually came down to a vote – either set up a 0.7% tax hike for the town or close the library. The library launched a campaign “Vote to Close Troy Library – Come to the Book Burning Party” The campaign cased quite a reaction from social media to the national news. Outraged voters showed up at the polls to make their opposition to book –burning known and the tax hike passed by a landslide.
2015 – Inglorious Fruits | Intermarche | France
2015 – Inglorious Fruits | Intermarche | France
Each year 300 million tons of fruit and vegetables are thrown away as they do not fit the norm in terms of shape and colour. As part of the European Year against food waste, Intermarche, the third largest supermarket chain in France, launched the “Inglorious Fruit” campaign to promote imperfect fruit and vegetables.
By buying unwanted fruit and vegetables from their supplier produce like the Grotesque Apple, the Ridiculous Potato and the Ugly Carrot were sold at a 30 % discount and also promoted as part of a range of soups and fruit juices. Many stores sold out of their “Inglorious Fruit” and there was an overall 29% increase in store traffic.
2016 – Lucky Iron Fish | University of Guelph | Cambodia
2016 – Lucky Iron Fish | University of Guelph | Cambodia
In Cambodia 50% of the population suffer from iron deficiency in their diets leading to significant health problems. By adding a piece of iron when cooking can provide a family with up to 75% of their requirements. Designing the iron as a Lucky Iron Fish helped more than 54,000 families feel healthier and happier. A sustainable business has been created using scrap iron and producing, packing, and distributing Lucky Iron Fish across the world.
CNN described it as a simple solution to a global problem.
2017 – Manboobs | MACMA | Argentina
2017 – Manboobs | MACMA | 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.
2018 – Child Replacement Programme | Pedigree | New Zealand
2018 – Child Replacement Programme | Pedigree | New Zealand
Empty Nest Syndrome is the loneliness parents feel when their children leave home. The Pedigree Child Replacement Programme targeted ‘Empty Nesters’ with a comically blunt campaign encouraging them to adopt a dog and ‘move on’ when their kids moved out. All work directed parents to their website where they could match the characteristics of their child with the characteristics of an abandoned dog– ensuring the perfect replacement was found. The campaign drove an 824% lift in dog adoption enquiries through animal shelters as well as a 16% lift in Pedigree’s sales.
2019 – Palau Pledge | Palau Legacy Project | Palau
2019 – Palau Pledge | Palau Legacy Project | Palau
The Palau Government passed a new law on December 6, 2017, directing immigration officials to use the Palau Pledge entry visa stamp. The agency worked with the client (the Palau Legacy Project, a sustainable tourism marketing body), the government, the tourism industry and citizens to implement the new policy.Launched at the UN, the Pledge has garnered enormous coverage for Palau’s conservation efforts. Its social, cultural, and political impact is both local and global. While Palau is a small nation, its efforts to mitigate mass tourism’s effects can be seen on a global scale. Already nations including New Zealand have expressed interest in creating their own visitor Pledge. By taking steps to sustainably manage its tourist population, Palau hopes other countries will take action to protect their environment.
2020 – Young Bride | RDFL | Lebanon
2020 – Young Bride | RDFL | Lebanon
RDFL – an NGO in Lebanon which defends women’s rights – accelerated action on ending child marriage in the country, by developing a shocking social media stunt that reminded the Lebanese that child marriage was still legal.
Profiles of underage girls filled the pages of youngarous.com and for those unfamiliar with e-commerce an in-mall booth was set up to offer the child brides.
More than 6 million people engaged with the campaign, and the proposed new law to raise the legal age of marriage to 18, was presented in Parliament once more, for hearing.
2021 – A World Without Borders | Aeromexico | Mexico
2021 – A World Without Borders | Aeromexico | Mexico
Aeromexico, the largest airline in Mexico, obtained a considerable amount of revenue from flights from Mexico to the US, but not so much the other way around. They needed to create a big, bold statement that reached as many people as possible with a total budget of $80,000. Aeromexico turned DNA tests into discounts. The more Mexican Americans were the bigger the discount. The online campaign generated 1.6 billion media impressions and increased tickets sales from USA to Mexico by 33.7%