2023 Ideas

The Inevitable News | The Columbia Journalism Review | USA

Journalism’s approach to gun violence has continued to fall short, with mindlessly written routine stories that see shootings as a “one-size-fits-all” issue. This failure to apply a nuanced hand dehumanizes victims, as if their death by bullet is inevitable rather than a symptom of an ever-growing national crisis. To address the issue, the campaign set out with one ambitious goal: unite American media to create a commitment that outlines new practices for gun violence journalism.
The Inevitable News set out the reshape how all future gun violence press is written.
This paper was designed to highlight the flaws of the current approach to coverage and served as an invitation to the Gun Violence News Summit, where the thought leaders of journalism created new guidelines for all gun coverage in the future.

Future Career Collection | LEGO | Korea

The World Economic Forum predicted that 7.1 million jobs around the world would disappear. Meaning, 70% of the world's seven-year-olds will be in a different job force in the future. It’s a major problem for children and their parents since they spend most of their time taking conventional classes. Therefore, a series of new products were created that show potential new jobs in the future. (i.e., Space zookeeper, digital coin exchanger, etc.) They will become a reminder to children and their parents to rethink what they need to do now to prepare for the future ahead.

The BVG Hempticket – Come home, calm down | BVG | Germany

Berlin's leading public transport company is advertising edible hemp tickets during the Christmas season. The witty idea is part of the Berliner Verkehrsbetriebe (BVG) 's Christmas campaign launched on December 13.
The day ticket sold by the BVG is valid for local public transport in the German capital. It consists of edible paper sprinkled with a few drops of hemp oil.
Passengers can eat the ticket after its validity has expired. It cost $9.94 (€8.80) and is valid for 24 hours. BVG's edible hemp tickets are available in a limited edition of 100,000.
The wellbeing German brand VAAY, which belongs to the Berlin-based cannabis start-up Sanity Group, has provided the hemp oil used for the edible tickets. It doesn't contain CBD or THC. Moreover, it is entirely legal and 100% natural.

The Pots | Cristal Beer | Peru

There is something that Peruvians do in times of crisis. It is called Common Pots: large pots filled with food that feed thousands of families in need, but due to Covid-19, the demand for these pots increased significantly. How could a beer help in this situation? The secret was hidden in the cans. Cristal Beer decided to donate the Cristal cans, melt them, and with all the aluminum, created more Pots to feed thousands of families. With some help from the brands allies, they sent the pots filled with food to many parts of Peru. And this initiative is not over yet, as they continue making more Helping Pots through a recycling campaign. Thanks to this action, many people have been able to deal with hunger.

The Beach Walker Project | Diageo | Brazil

The planet is very close to a climate catastrophe and the commitment of brands and companies to solutions is increasingly important. Johnnie Walker launched his most ambitious sustainability plan in 2021, aiming for the year 2030. There are several goals that range from reducing carbon emissions to recycling 100% of its packaging. The challenge was to communicate this plan to the markets of Brazil, Uruguay and Paraguay and Johnnie Walker decided to do it in the most sustainable way and connected to a brand truth: walking. The Beach Walker project put a walker to travel 2030KM of the coast between Brazil and Uruguay collecting garbage from the beaches. For two months, the walker himself broadcast his journey with a cell phone in real time through the brand’s social networks. In addition to collecting the garbage, meeting activists, and giving solutions on how to take care of the planet.

Give for Good | Lacoste | France

Lacoste has always been committed to making the world more elegant. Elegance isn’t just a way to dress. It’s worth something, a collective spirit that can be applied to help the underprivileged. The multi-dimensional crisis and lockdowns profited e-commerce as the main way to shop, but also had an impact on the holiday season as poverty is rising.
The question was: how to make e-commerce more virtuous? Especially after a troubled 2020 and a rising social crisis.

This is why Lacoste decided to transform each e-commerce order in an opportunity to make a gesture of solidarity, during one of the most active times in online shopping, the holiday season.

The Three-Quarter Pizza Box | Red Crescent | Dubai

The Three-Quarter Pizza Box is a collaboration between Red Crescent and Pizza2Go to help reduce the food wasted during Ramadan, a massive contributor during the Holy Month with over 25% of all food going to waste. The objective was to raise awareness and get customers to actively reduce their own food waste. They created a special edition pizza to promote the issue of food waste. They removed the 25% of the pizza (a one quarter sized slice) that would normally go to waste, and along with the help of a beautifully elegant packaging design idea delivered people a three-quarter sized (and shaped) pizza, to get the message out there. In addition to reducing food waste the Three-Quarter Pizza Box also donated 25% of its price to those in need through Red Crescent, helping the community to celebrate the true spirit of Ramadan.

Jane/Finch Community Centre | Bill it to Bezos | Toronto

The Jane/Finch Centre (JFC) has taken an innovative approach to their fundraising, asking people to donate money to their community centre by taking advantage of a loophole in Twitch (the gamer streaming service owned by Jeff Bezos and Amazon).

It’s the '2022 Robin Hood' story of a local community centre, combined with a never-before-done tech twist vs. one of the most powerful men and companies in the world. Everyone with an Amazon Prime subscription is entitled to $3.50/month that they can give to their favourite streamer on Twitch, but for the most part, this money gets unused and reverts right back to Amazon (and Jeff Bezos)…

Pedigree | Rescue Doodles | New York

Kids are a huge driving force behind families getting a dog. But with 70 million homeless dogs in America, not enough families are adopting rescue dogs. As a long-time advocate for dog adoption, Pedigree wanted to find a way to put rescue dogs at the top of kid’s wish lists. To get kids pestering their parents to adopt a rescue dog, Pedigree made kids the center of the adoption process – by turning their dog doodles into real adoptable dogs. Rescue Doodles is an innovative, interactive mobile experience that matches children’s dog drawings with similar looking rescue dogs available for adoption.

Beyond Generations: Gaming Against Loneliness | XBOX | UK

According to the charity AgeUK, a million elderly people go a month without speaking to another person, and since the pandemic the issue has only got worse. Yet gaming amongst the younger generation is on the rise, with people using Xbox as a tool to connect, socialise and maintain friendships. Xbox wanted to shine a light on the relationship-building potential of modern online gaming and help bridge the generational divide by enabling the young and old to reconnect.

Pedestal Project | Color of Change | USA

In 2020, racial inequalities reached a tipping point in the United States. Color of Change, the country's largest online racial justice organization wanted to create a campaign that helped combat oppressive symbols racism that have been glorified in towns and cities across the country. Symbols like racist confederate statues.
Color of Change created an Augmented Reality experience that gave people the power to place symbols of equality where symbols of racism once stood- using their phone. Featured within the experience are legendary Black Civil Rights Activists like Congressman John Lewis. Black Lives Matter Co-founder Alicia Garza and Activist Chelsea Miller, whose lives and legacies are reflective of the country's long battle for Racial Justice and equality. All by repurposing an element of America's racist past for a hopeful future.

Show Racism the Red Card | Fabric of England | UK

When England lost to Italy in the final of the European Championships, racism in football reared its ugly head. Three black players who missed penalties – Marcus Rashford, Bukayo Saka & Jason Sancho – all receiving a torrent of racist abuse online. ‘Show Racism the Red Card’ are the UK’s reading anti-racism educational charity, so they needed to act. The England team wouldn’t be what it is today without immigration, and after conducting research on the entire squad, they found almost every player had a story of migration. They took this data and visualised it for the world to see. Introducing Fabric of England, a football shirt constructed from the national shirts of the 14 countries linked to the England squad. The patchwork quilt design acted as a visual infographic to raise awareness and educate people to the rich diversity that makes up the squad, and the nation as a whole.

ABAAD RESOURCE CENTER FOR GENDER EQUALITY | Dirty Laundry | Lebanon

Rape is a serious crime deserving a serious sentence. In Lebanon, however, this wasn't the case.
Chapter 7 of Lebanon’s Penal code deals with sexual violence crimes, but only sentences rapists to 0-5 years of jail time, reducing rape’s severity to that of other crimes such as robbery or signing wrong checks. Titled “Crimes That Affect Honour”, Chapter 7 upholds society’s taboo of rape being a matter of a family’s “honour” rather than a serious crime. Petrified of being shamed by their families, and without a law to protect them, 60% of rape survivors don’t dare speak up nor seek justice. As a Lebanese women’s rights NGO, ABAAD sought support to change the law, increase the crime sentence for rape.

Action Audio | Tennis Australia | UK

The world’s approx. 285 million people living with blindness or low vision are underserved by sports broadcasters. Televised coverage relies heavily on visual storytelling, while radio commentary is too slow to keep up with on screen action. Action Audio is an accessibility feature for blind and low vision sports fans. It uses real-time ball monitoring technology and spatial sound design to give audiences insight into what’s happening, when it’s happening, without the need for visual information. As it’s applied to tennis, Action Audio emphasises ball speed and trajectory, proximity to line and shot type (forehand or backhand), allowing low vision audiences to ‘see’ the state of the game through sound, and follow critical moments in real-time. Action Audio launched at the 2021 Australian Open tennis finals through digital radio and was simulcast on Vision Australian Radio.

Dove | #KeepTheGrey | Canada

When a top national news anchor was abruptly dismissed after 35 years, it was revealed that her termination may have been due to her grey hair. There was an immediate uproar from Canadians denouncing the discriminatory decision. For decades, Dove has been committed to fighting stereotypical standards of beauty for women. Dove felt a responsibility to stand up in the moment against the discrimination women face for choosing to go grey and launched the #KeepTheGrey campaign within 48 hours of the news. Dove’s objective was to raise awareness about the double standard for grey hair in the workplace. While men may benefit from grey hair, signalling experience and wisdom, women may be labelled as letting themselves go or unprofessional. Dove also aimed to create lasting protection from the ageism and sexism grey-haired women face through partnership with an NGO and government.

Greeting Milk | MAEIL DAIRIES | Korea

The 'Greeting Milk’ Campaign is a brand activity aimed at addressing the rising trend of ‘unattended deaths’ among the elderly population of South Korea. Using a local cultural insight and the practice of daily milk delivery Maeil Dairies turned delivering milk into a way of checking-in with the elderly living on their own. The campaign film activation involving the stories of the elderly living on their own not only captured the attention of the South Korean population but enabled the campaign to expand to multiple cities across the country. Greater interest in the issue of elderly isolation resulted in an increase of 138 percent in personal donations to the campaign. The 'Greeting Milk' campaign has now spread to 31 cities across South Korea.

Bancolombia | The Gaming Profile | Sancho BBDO, Colombia

In Colombia 72% of people, according to Forbes Colombia, don't use any financial products in any given month. This shows a clear disconnect between the banking industry and the people. As the biggest player in the industry, Bancolumbia needed to change this, especially when part of that usage gap was motivated by the processes they had. Getting a savings account is easy but building credit history, in a country where every process depended on it, was not. Very few banks gave younger audiences without previous credit history a second look. Leaving them out of the banking system by default.
If they didn't have a credit history, they could not get a credit card, and credit cards are the most basic product. So... How do you get credit history when you can’t even get access to the basics?

Reduce the Ride | D’Ieteren | Belgium

D’Ieteren, the leading Belgian car distributor (Audi, VW, Skoda, ...), was launching a B2B ‘private taxi transport’ service, HUSK. A saturated market difficult to penetrate. Especially with a start-up budget. How could HUSK earn the public's attention, rather than buying it?
There are not a lot of special needs children’s schools in Belgium, and not a lot of special need children’s school busses. Due to underfunding from the government, more than 5000 special needs children spend up to 8-hours on a bus, each day. D’Ieteren & HUSK Presented: Reduce the Ride. An initiative to get special needs children to school faster. Awaiting a structural solution from the government, HUSK voluntarily made its entire fleet of private minibuses and vans, and its innovative app and planning technology, available to the worst affected special needs children schools.

SHAGUN KA LIFAFA | UJJIVAN SMALL FINANCE BANK | India

In most Indian households, especially in economically weaker sections. Men control the finances, including access to the bank account. As a result, women don’t have financial equality and have accepted their role to not be financially active or independent. Ujjivan Small Finance Bank champions the financially unserved and underserved. And wanted to intervene in a culturally relevant manner to drive change so that women could have financial equality. Ujjivan saw an opportunity to intervene at the most effective point, the weddings themselves. By having these Shagun ka lifafas which were account opening forms finding their way to weddings across India, we were solving the problem of financial inequality at the wedding itself. It was the perfect opportunity for women to start their next chapter of their lives as financial equals.

Beyond Binary Code | SPARK | New Zealand

Spark is New Zealand’s largest broadband and digital services provider to businesses. From SME to global corporations, they have a vast network of organisations they work with every day.
Spark wanted to use this network and their influence to drive change for the trans and non-binary community who, through inaccurate data collection, are largely invisible online. If every business in the Spark network (tens of thousands) join the Beyond Binary Code mission, the campaign has the power to touch and change the online lives of every New Zealander.

Before Alexa | Amazon| UK

It’s funny, but for such an advanced piece of technology, it hasn’t taken Alexa long to become an indispensable part of modern life. Or, as Ellen de Generes casually asks, whatever did we do before she came along? Well, it wasn’t easy, as this little film remembers. A trip back in time, from ancient history to the recent past has us stopping at various points in time. In each lovingly recreated era, we see some of the things we made Alexa’s human predecessors do. In the process, it dawns on us that life before Alexa was worse for all of us.

Oreo | #BringBack2011 | India

In 2022, pressures were high because India hadn’t won the World Cup in 11 years. Oreo’s global motto is to bring people together by sparking playful connections. Oreo asked themselves, what could they do? And just like that, they saw a playful connection! The last time India won the World Cup was in 2011 i.e. the same year Oreo was launched in India. Oreo was launched in 2011. India won the world cup in 2011. Serendipity? They thought different! If Oreo could launch again in 2022. India could win the World Cup again in 2022.

Michelob Ultra | Michelob Guy | USA

At PGA Tour events across the US, it’s common to see a sea of cell phones in the air behind players teeing off, each trying to capture that one great shot of a professional golfer. But this past spring, a picture of Tiger Woods teeing off began to go viral because the front-center spectator behind him was simply enjoying the moment while everyone around him was swarming for a photo. Spectators got a kick out of seeing something that stands out from the norm. Mark’s picture was picking up chatter online – but how could ULTRA take this moment and transform it from a fleeting online laugh, into a viral moment in golf culture? Even more importantly – how could they bring Michelob ULTRA to the center of the narrative?

IKEA | IKEA Baby Boom | Norway

Norway experienced a baby boom in 2021, with almost 3,000 more children born than the previous year, representing a 5.5% increase. This insight gave birth to the creation of a new service aimed at helping soon-to-be parents find a unique baby name – a process that data shows can be extremely challenging.
Drawing on more than 70 years of experience in naming products, IKEA looked through over 15,000 pages of old catalogues to gather more than 800 distinctive baby names.
The result is The Name Catalogue, a comprehensive physical and digital name bank.

Kaufland | Turbo Kaddy | Czech Republic

The shopping caddy (also referred to as “granny caddy”) symbolises everything young Czechs hate about Kaufland. That’s why they partnered with SINNERS, the best Czech esports team, and turned the uncool shopping caddy into TurboKaddy – a senior-inspired bag for gamers with the craziest and most technologically advanced features.
The idea of this absurd product was introduced as a meme that quickly went viral. So, they made it a reality in collaboration with a popular Czech backpack company Braasi. The first drop of the bag sold out within hours, but the best was yet to come.
While the internet was having fun with TurboKaddy nobody suspected until the very last moment that Kaufland and SINNERS were donating all proceeds to a charity supporting seniors in need.

Welcome to the Icelandverse | Visit Iceland | Iceland, London, USA

In response to the Metaverse launch, Visit Iceland introduced the “Icelandverse,” a physically immersive, open-world experience that’s literally just the country of Iceland. The parody social film featured Chief Visionary Officer Zack Mossbergsson reminding travelers that Iceland is visually stunning, actually real, and can be experienced today—no silly-looking VR headsets required.
When producing the film, they purposefully mimicked key scenes from the original Metaverse launch and also incorporated nods to other moments that had been a meme on social media, like Mark Zuckerberg’s generous use of sunscreen while surfing.
Those scenes were juxtaposed amongst a plethora of Iceland’s incredible natural experiences: geothermal water that is actually wet, northern lights you can see with your eyeballs, puffins you can watch, horses you can ride, and waterfalls you can stand near.

Don’t Drink and Buy | Budweiser Zero/ABINBEV | USA

Budweiser Zero is a zero alcohol, zero regret beer. Bud wanted to save people from buying things they would regret—particularly in a year that saw with alcohol sales up 55% and people drinking at home more than ever. So, they created "Don’t Drink and Buy": a PSA-style campaign highlighting the dangers of making purchases under the influence. It was launched on Cyber Monday, the biggest online shopping day of the year, and asked social media users to share their past drunk buys as a cautionary tale to others. So while other brands tempted people to click without thinking, Bud reminded them to not drink and buy.

Helmet has always been a good idea | Danish Road Safety Council | Denmark

Danes love their bikes. Copenhagen is the world’s most cycle-friendly city (World Economic Forum). The city has over 675,000 bicycles and just 120,000 cars, meaning bikes outnumber cars by more than five-to-one, almost one third (29%) of all journeys across Copenhagen made by bike.
One problem; helmets have never become as popular as cycling itself. Around 45% of casualties in Copenhagen met their end on a bike and only 47% of cyclists wears a helmet. The task is to get cyclists in cities age 25-55, primarily men, to wear a helmet. The Danish Road Safety Council works with both short- and long-term objectives. The campaign is part of a yearlong effort of behavioral change lifting helmet use from 47% - 52% in 2023. Short-term objective is to increase awareness, messaging and liking, and whether the target group has done any reflections of or have been motivated towards wearing a helmet.

Halls | Breathe Through It | Spain

Every day we face situations that feel like a big deal. Situations that make us gasp in horror and breathe a sigh of relief as they get sorted. Halls is a brand that helps people breath and has always encouraged people to take deep meaningful breaths. That’s why Halls wants to be the best partner in those moments, to help people realize that if you breathe through those situations, everything is going to be fine. In this film campaign, a voice-over tells a small relatable story with a simple lettering, one by one the lines make the character gasp (inhale), and then breathe a sigh of relief (exhale), giving the sensation that you are breathing with the spots and the character.

Chevrolet | The Man who couldn’t sell anything | Argentina

The Chevrolet’s Tracker SUV was launched in Argentina just before the pandemic. It was the darling of its segment. A great business success and a great addition to the portfolio. Finally, Chevrolet had an SUV that could compete and push the brand to lead the attractive small SUV segment. After a year of pandemic, the automotive industry was heavily affected by the worldwide shortage of car parts. When you want to amplify a product and be cool and aspirational you hire an influencer. It´s a no brainer, right? But when you want to remain in the mind of consumers, but you have no product to sell, what can a brand do? You go to a guy so lame and so rude that nobody would find him aspirational. So that´s what they did: hired him as the brand ambassador; the man who couldn’t sell anything.