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PSA Voting

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

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

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

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

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

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

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

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 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 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.

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