PSA Voting

Wikifarmer’s The Wedding Rice transformed cosmetically rejected rice into a sustainable product designed specifically for Greece’s traditional wedding-throwing ritual. Rather than asking couples to abandon the custom, the initiative replaced edible retail-quality rice with grains that farmers could not otherwise sell, reducing waste while creating a new source of income. Distributed through Wikifarmer, supermarkets and wedding exhibitions, the product fitted naturally into existing planning and purchasing habits. In its first year, 41 tonnes were used at more than 10,000 weddings worldwide, including approximately 11% of Greek weddings. The initiative increased Wikifarmer’s rice sales by 430% and marketplace performance by 75%.

CP’s SOS POS initiative transformed everyday payment terminals into emergency account-blocking points for people whose phones had been stolen. Designed for Peru’s high-theft areas, where bank branches may be distant but local shops are close by, the service allows customers to protect their accounts immediately using their national ID number and card PIN. BCP launched the system through 17,500 small businesses, with plans to reach 120,000 locations and potentially scale across 1.3 million terminals. In its first four months, SOS POS protected more than US$7.8 million, reduced monthly reports of stolen money by 48% and increased positive sentiment towards BCP by 83%.

Anthropic used advertising’s biggest stage to argue that some spaces should remain advertising-free. A Time and a Place featured four darkly comic films imagining AI conversations interrupted by targeted advertising during vulnerable or confidential moments. Launched ahead of Super Bowl LX, the campaign highlighted Claude’s commitment to helpfulness, privacy and an ad-free business model. It generated more than 2,100 earned media stories and 8.3 billion impressions, while doubling Claude’s share of voice from 14% to 28%. Searches increased sevenfold, app downloads rose by 305%, and Claude climbed from outside the Top 100 to fourth place in the US App Store.

Venezuela’s opposition transformed QR codes printed on official ballots into a decentralised electoral verification system. Ahead of the 2024 presidential election, 600,000 secretly trained volunteers used a custom-built app and 100 clandestine hubs to capture and transmit results before the government’s narrative took hold. Within 48 hours, the network had documented 85.18% of polling tables, representing more than 11 million voters and establishing a mathematically irreversible opposition victory. The publicly accessible dataset was independently validated by international organisations and media, generated global coverage without any media spend, and prompted 49 countries to demand electoral transparency at the United Nations.

De’Longhi’s Tiny Coffee Shops campaign challenged the belief that great coffee is only available from specialist cafés. Five of the brand’s bestselling machines were transformed into handcrafted, fully functional miniature coffee shops inspired by leading coffee cities. Created by miniature artist Simon Weisse and a team of eight artisans, the detailed models demonstrated how café-quality coffee could fit on a kitchen counter. The global campaign launched through a live pop-up in Madrid before expanding across outdoor, film, social media and Milan Design Week. It generated De’Longhi’s highest worldwide search interest in six years, 6.8 million impressions and 100% positive sentiment.

Heineken’s Tocayos platform connected independent Spanish bars that share common names, such as Paco, Pepe or Luis, creating the benefits of a franchise without sacrificing each venue’s individuality. Participating bars gained access to shared visibility, training, digital tools and business support typically available only to larger hospitality groups. By turning a familiar cultural coincidence into a practical network, Heineken strengthened its role as a partner to the on-trade while helping protect the neighbourhood venues central to Spain’s social life. The platform was made available to 12,000 bars, generated €677,000 in media value and increased participating venues’ Heineken orders by 20%.

IDOMED’s Nigrum Corpus reframed racial bias in Brazilian healthcare as a clinical issue that future doctors must learn to recognise and address. Drawing on 680 hours of patient testimonies and 485 hours of research, the initiative translated recurring patterns of discrimination into more than 20 fictional medical conditions. These were presented in a fully functional medical textbook combining clinical language, case studies and visual storytelling. Distributed through medical schools and healthcare institutions, the book has reached over 11,000 students across more than 10 Brazilian states. Nineteen universities have expressed interest in adopting its methodology, and the book has entered the World Health Organisation’s collection.

Novartis’ Relax, It’s a Blood Test campaign tackled men’s fear and misunderstanding of prostate cancer screening by explaining that it begins with a simple PSA blood test. Launched during the Super Bowl in collaboration with the NFL, the campaign used humour and football’s “tight end” terminology to make a sensitive health message approachable. NFL talent, advocacy partnerships, a dedicated appointment hub and stadium testing activations helped turn awareness into action. The campaign generated over 409 million paid impressions, increased screening awareness among men aged 65+ by 167% and delivered a 9.8-fold rise in PSA appointments at participating diagnostic laboratories.

SKF’s Faroe Islands Space Program reframed tidal energy as “moon power” to demonstrate how existing resources can support a more sustainable energy future. Created with tidal technology company Minesto and Faroese energy provider SEV, the “space programme that never leaves Earth” transformed a complex engineering story into an accessible global campaign. It generated 839 million impressions, 25 million film views and more than 960,000 website visits. SKF recorded significant gains in perceptions of innovation, sustainability, trust and engagement, while Minesto began supplying tidal power to the Faroe Islands and opened discussions with 16 new markets about adopting the technology.

Suncorp Haven transformed complex climate and insurance data into personalised resilience plans for each of Australia’s 11 million homes. Using address-level information, the digital platform identifies a property’s specific exposure to storms, bushfires or floods and recommends practical steps homeowners can take to reduce the risks. Supported by TV, outdoor, social and PR, Haven encouraged the insurance industry to shift its focus from recovery to prevention. The platform received over 323,000 visits, with 79% of users planning resilience improvements. It also helped increase Suncorp’s NPS, consideration and home insurance market share, contributing to its rise from Australia’s second- to first-ranked home insurer.