PSA Voting

After Georgia’s historic EURO 2024 qualification, Bank of Georgia turned national joy into brand momentum by swapping its customer hotline hold music with a cracked-voice message from a beloved commentator. This unpolished, heartfelt moment mirrored fans’ emotions and generated viral attention. With minimal cost, the bank reinforced its role as a true supporter of Georgian sports, achieving record brand awareness and 58,449 organic engagements.

To help children with clubfoot, Buckaroo launched “Fit My Feet,” a $2.40 customisable flip-flop kit distributed through local cobblers. Cobblers became brand ambassadors, crafting tailored footwear using traditional tools. Brightly painted stalls doubled as awareness hubs, turning everyday locations into cultural touchpoints. The campaign tackled accessibility, stigma, and distribution barriers—proving how low-cost, hyper-local activation can deliver both social good and brand value.

Dacia tackled consumer mistrust by empowering owners to serve as brand advocates. Through a mobile app, potential buyers could book test drives directly with local Dacia owners, bypassing traditional sales channels. The peer-led initiative fostered trust and transparency, reshaping perceptions and boosting both awareness and sales. “Test My Dacia” redefined automotive engagement by turning consumers into the brand’s most powerful salesforce.

To launch its first ice cream in Brazil, KFC revived a nostalgic promo concept with a twist: hidden prizes revealed not on sticks, but chicken bones. “Prize on the Bone” tapped into cultural memory to generate buzz and trial. The result: 138K TikTok mentions in 24 hours, 1,000 prizes claimed, and ice cream sold out in five days—outperforming McDonald’s for the first time. A nostalgic mechanic turned into viral gold.

Lidl empowered fans to create branded products using “Lidlize,” an AI tool that turned any idea into a Lidl-themed item. The most liked design was produced and sold. In 72 hours, the campaign went viral, crashing the website twice and generating over 2 million user creations. Lidlize proved that the brand’s identity has become pop culture, offering pure entertainment while reinforcing Lidl’s accessibility and relevance.

Mastercard partnered with Lady Gaga to debut her “Abracadabra” video at the GRAMMYs—then invited fans to audition via social media for a spot in a fan-edit version. The campaign transformed passive viewers into active participants, earning 1.4B views, TikTok’s top contest hashtag, and the brand’s biggest Gen Z brand opinion uplift. Mastercard shifted fan culture from consumption to creation—making priceless moments genuinely participatory.

Pedigree championed Brazil’s beloved mutts, the “Caramelos,” by giving them a breed. Sparked by a viral post from actress Tatá Werneck, the campaign included a major genome study, pedigrees for shelter dogs, and a national Dog Show. Caramelos became the brand’s new face, with packaging and visuals inspired by street art. The campaign reframed adoption narratives and turned cultural insight into national action—cementing Pedigree’s social commitment.

Puck launched “Selfless Shelves” to support women by selling their homemade foods in repurposed jars. The campaign gained massive traction without paid promotion, achieving 3 billion impressions, 878 media features, and rollouts across 30+ countries. All jars sold out in two months, boosting women’s income by 300%. Puck’s focus on purpose over profit earned it a top-four spot in Lebanon’s most loved brands. A grassroots idea became a global success.

To win over skeptical PC gamers, Xbox offered an FM24 player the chance to become a real-world performance analyst at Bromley FC—if they could win the league in-game. Only Xbox Game Pass users could apply. This campaign validated Football Manager’s realism and the gaming community’s skills, bridging digital and professional football. The result was a viral, credibility-building moment that drove Game Pass subscriptions and redefined the gaming-to-career pipeline.

Optical retail chain Titan Eye+ took eye tests to lorry drivers by turning roadside restaurant menus into eye charts disguised with vibrant lorry art motifs. Winning the Healthcare Spikes Grand Prix, it helped around 42,000 drivers receive onsite exams and corrective glasses. Jury President Shunsuke Kakinami, CEO and Creative Director, Four Feet inc., described it as “purposeful, sustainable, transformative and scalable”.