PSA Voting

For nearly a century, AnNahar Newspaper has been unwavering in its commitment to journalism's role in fostering a fair and democratic society. The campaign leveraged 90 years of AnNahar's impartial reporting to demonstrate to the Lebanese and the world that objective and rational leadership is possible, creating a first-of-its-kind brand experience and activation. The agency built the world’s first generative AI designed for governance; the AI President of Lebanon, trained on AnNahar's entire archive to generate highly-informed, rational and objective responses to the challenges facing Lebanon.

Although famous throughout MENA for spectacular, arena-scale live experiences (featuring holograms, 3D soundscapes, etc.), Sela had little UK awareness. We wanted to leverage our world-leading specialism (live experiences) to help a fan demographic too often overlooked – the Deaf community. Using cutting-edge technology, we created the "Sela Sound Shirt", a world-first made with and for the deaf sports fans. By allowing these fans to feel the atmosphere of a live match for the first time, the campaign successfully showcased expertise in live experiences and created affinity for the brand as a sponsor committed to redefining the fan experience.

KitKat transformed one of gaming’s most frustrating moments - an empty chair - into an interactive brand experience. The Break Chair seamlessly integrated into the gaming ecosystem, rewarding audiences for taking breaks with their favourite streamers. A hidden QR code, revealed only when a streamer stepped away, turned downtime into engagement time. Viewers scanned to unlock exclusive KitKats from KitKat’s online store, making every break a shared, rewarding moment. This activation didn’t just fuel conversations - it made ‘Have a Break’ a lived experience in gaming culture.

This partnership idea redefined Brand Experience & Activation by turning a legal restriction into a creative opportunity. In a market where alcohol advertising is banned, Silver Wolf partnered with a football team, renaming players to reflect the whiskey’s taste profile. Live match commentary naturally integrated these names. The campaign resonated with audiences, generating organic buzz, 308 million impressions, and a sold-out product. By creatively activating consumers through sports, Silver Wolf successfully established its presence in a highly competitive market while staying within legal boundaries.

FitMyFeet is a design kit that creates custom flip-flops for individuals with clubfoot. Designed to work with India’s vast street-cobbler network, the initiative transformed every street corner into a product activation space. By painting vibrant street art on the walls behind cobblers, the campaign turned hyperlocal spaces into brand engagement platforms. By integrating traditional craftsmanship with an innovative product, FitMyFeet provided an authentic and immersive brand experience while ensuring affordability at just USD 2.40 per pair.

The World's Best Exchange Rate' was a fame-driving brand activation that turned idle foreign currency into holiday prizes, creating a direct, tangible experience between travel lovers and brand, ALL.com. By combining emotional resonance with functional value, the activation boosted brand visibility and reinforced ALL.com’s role as a leader in travel. Resulting in increased brand awareness with an impressive PR reach of 27.7 million+ across Australia and NZ.

To prove Uber Eats' commitment to getting almost-almost anything, the brand let Australia order tennis legend Andy Murray on the app during the major tennis tournament in Australia. But there was a twist - he didn't want to be delivered. This set off a two week chase through ads, which spilled into hijacks of broadcast partner promos, news and traffic reports, and Andy's social accounts. The result was a chase so entertaining, people couldn't wait for the ad breaks.

A Chinese star, “LUYU”, who bears an uncanny resemblance to the Paris Olympics logo, is often dubbed China’s Oprah, having kept the same hairstyle for 30 years, When the Olympics logo was revealed, every Chinese person instantly thought, “That’s LUYU.”
She was made the brand’s “Paris Ambassador” Yili-Luyu-Olympic! Yili-Luyu-Olympic! Yili-Luyu-Olympic! Yili-Luyu-Olympic!
A viral brainwashing campaign swept during the Olympics, and no one could escape its grasp.

"Test My Dacia" effectively addresses customer acquisition and retention by transforming the car-buying experience into a community-centric journey. The mobile app connects potential buyers with existing Dacia owners, facilitating authentic test drives and peer-to-peer interactions that build trust and alleviate skepticism. This direct engagement not only attracts new customers but also fosters loyalty among existing owners, who become brand ambassadors. By prioritizing personal recommendations and aligning with Moroccan cultural values of community, the campaign enhances customer satisfaction and retention, ultimately driving sustained sales growth and reinforcing Dacia's position as a trusted automotive brand.

By leveraging AI-driven technology, HungerStation turned every food post into an interactive menu option, allowing users to order dishes they discover online directly. This innovative approach activated user curiosity and elevated the food delivery experience, breaking routine ordering habits and encouraging culinary exploration. By merging real-time social media behaviors with personalized food options, HungerStation successfully transformed a passive browsing activity into an engaging and actionable brand interaction, setting a new benchmark in customer-centric innovation.