1
Creativity - Chair's Award
Company/Agency
DDB Worldwide Columbia
Client
AB inBev
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Executive summary
We decided to break the rules of influencer marketing and reach Vs budget in media, by enlisting the BFFs of the country's most famous celebrities; our new gang is not famous, but they are always with their best friends, regardless of their fame; so, we enlisted Andrés Lopez, BFF of one of the biggest reggaeton artists, Daiky Gamboa, BFF of probably the most representative female in the reggaeton industry, Ivan Ceballos, BFF of one of the greatest soccer players in Colombia, the #10, and many more. They created content alongside their famous friends, always with a Poker beer in the situation, living moments of pure friendship, those moments were posted on the social media of the influencers' friends, which let us achieve great reach results thanks to the impact obtained when you have the BFFs of the most famous celebrities.
Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Xavier | Serrano | CEO | DDB Worldwide Columbia |
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2
Creativity - Grand Prix
Company/Agency
Alma DDB
Client
Change the Ref
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Executive summary
In 2020, Change the Ref launched Ballots Against Bullets, a campaign exposing politicians who failed to reduce gun violence. The campaign superimposed voter ballots over crime scene images from mass shootings, with bullet holes checking the boxes for politicians in office when the shooting took place, and who failed to prevent the crime through gun reform. Following the first edition’s success, the bar for creativity and impact was already high, so it was important this work pushed the conversation forward. The creative approach had to look new and shock voters with the same message. To do that, our effort took a personal approach, enlisting real survivors of gun violence to make the case for gun control. The images superimposed voter ballots over the survivors' bullet scars, using their wounds to “check” the box for politicians opposing gun reform. The goal was to continue driving awareness around why gun policies matter during voting, while highlighting politicians who have historically failed to support measures reducing gun violence in the U.S. Our target audience was U.S. voters, especially in states where notorious pro-gun politicians would run including Florida, Texas and Georgia. Running the day before the election, the campaign was showcased on 40 billboards, posters and projections strategically placed near voting sites in Florida, Georgia and Texas. The prints showcased in each state corresponded to the real state ballots
Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Manuel | Oliver | Founder | Change the ref |
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Company/Agency
Allison
Client
AB InBev
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Executive summary
Budweiser as a brand has always been synonymous with the World Cup - having been an official sponsor since 1986. And beer has always been synonymous with the fan experience and celebrations surrounding the game even longer. Much to our surprise, two days before the Cup kick-off, beer was banned from being sold to fans in- and around the stadiums in Qatar. With that, Budweiser was left with a warehouse full of beer that could not be sold. And a global marketing and experiential plan, four years in the making, completely turned on its head. We couldn’t let this opportunity go to waste. So we flipped the script and announced that we'd give away all of the would-be World Cup beer to whichever country won the Cup. It wasn't just about re-mobilizing a behemoth plan and global organization. But also about galvanizing fans around a new movement called #BringHomeTheBud The internet and news media went into a frenzy as the word spread that beer was going to be banned at the World Cup in Qatar. With a simple tweet acknowledging the “awkwardness” of the situation, we made our first move. Shortly after, we followed up to announce that we were giving away all of the World Cup Budweisers to the winning country. After media picked up our retort, we doubled down by telling the world that all of the World Cup beer would go to the winning country.
Entry credits
| Frist Name | Last Name | Job Title | Company |
|---|---|---|---|
| Richard | Oppy | VP Global Brands | ABInbev |
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3
Creativity: Advertising
Company
Alma DDB
Client
Change the Ref
Summary
In 2020, Change the Ref launched Ballots Against Bullets, a campaign exposing politicians who failed to reduce gun violence. The campaign superimposed voter ballots over crime scene images from mass shootings, with bullet holes checking the boxes for politicians in office when the shooting took place, and who failed to prevent the crime through gun reform.
Following the first edition’s success, the bar for creativity and impact was already high, so it was important this work pushed the conversation forward. The creative approach had to look new and shock voters with the same message. To do that, our effort took a personal approach, enlisting real survivors of gun violence to make the case for gun control. The images superimposed voter ballots over the survivors' bullet scars, using their wounds to “check” the box for politicians opposing gun reform.
The goal was to continue driving awareness around why gun policies matter during voting, while highlighting politicians who have historically failed to support measures reducing gun violence in the U.S. Our target audience was U.S. voters, especially in states where notorious pro-gun politicians would run including Florida, Texas and Georgia. Running the day before the election, the campaign was showcased on 40 billboards, posters and projections strategically placed near voting sites in Florida, Georgia and Texas. The prints showcased in each state corresponded to the real state ballots
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Company
McCann
Client
Mastercard
Summary
Mastercard's ‘Seeing the Super Hero You Can Be’ campaign celebrates Black women entrepreneurs, drawing inspiration and influence from their partnership with Marvel's Black Panther 2: Wakanda Forever movie premiere. The campaign further supports Mastercard’s commitment to providing equal access and a level playing field to everyone to reduce the wealth and opportunity gap.
In the Marvel Cinematic Universe, Wakanda represents technological advancement and equality, directly dismantling outdated superhero tropes. This world within Black Panther is pivotal in celebrating Black culture and inviting women and young girls to see their power and dream bigger.
This campaign leverages the strength and “superpowers” of Black women small business owners as a parallel to Black Panther's heroic female characters, showcasing their resilience and innovation. Egypt Otis, a Mastercard grant recipient and owner of Comma Bookstore & Social Hub in Michigan, became the campaign's central figure. Holographic visuals, reminiscent of Wakanda, create a visualization of Egypt's heroic power and the influence she has on her community, especially to the youth who look up to her.
Throughout all campaign communications, Egypt and other small business heroes were spotlighted to inspire current and future entrepreneurs, yielding overwhelmingly positive results with significant positive lifts in nearly all key metrics and all brand attributes for Mastercard’s target audience of newly Affluent consumers and Small Business Owners.
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Company
LePub
Client
Heineken
Summary
The creative idea was to use satire to remind people that closing down is easier than you think. So we created The Closer: a Bluetooth powered bottle opener that automatically closes your work when you open a beer.
The Closer became a way for Heineken to enter the work-life balance discussion and encourage people to #WorkResponsibly. The goal was not to make people believe that The Closer is the solution to overwork, but a social provocation to help people see that the pressure to work all the time is getting a little ridiculous and we all have the power to log off and go hang out with our friends.
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5
Creativity: Agency Team of the Year
Company
Allison
Summary
Allison, are a network of building across 50 markets. Empowered to always push forward and never stand still. Our founding vision was to create a positive and entrepreneurial environment where talented people thrive – and creativity-killing bureaucracy doesn’t.
Company
Alma DDB
Summary
With a team that hails from over 30 countries, the agency has fueled exceptional business growth through creativity, earning 35 Cannes Lions and 27 Effie Awards, as well as numerous London International, One Show, Clio, ANA, and New York Festival Awards. alma has been named to Ad Age’s prestigious A-List seven times and has earned “Agency of the Year” titles from El Ojo, El Sol, FIAP and USH Ideas, all while nurturing a culture of accountability, curiosity and collaboration. With access to Omnicom’s global network, alma has offices in Miami, Chicago, San Francisco and Tallahassee.
Company
DDB Worldwide Columbia
Summary
At DDB, we have always believed that creativity is the most powerful force in business. And we know that emotionally-based creativity is a consumer motivator. Emotions, feelings and associations are the main things that drive most human behavior and consumer choices. DDB unlocks the power of human emotion to make millions of different people change how they behave, feel, transact, with results that shift the bottom line and transform business performance for our clients.
Company
RocketMill
Summary
Despite economic instability, RocketMill's creative team is stronger than ever. In fact, in the last year, they've won 11 new clients, growing team revenue by 42% year-on-year and headcount by 57%. In doing this, the team have delivered several high quality integrated creative campaigns for leading brands over multiple sectors and markets.
Company
Sony Interactive Entertainment, Amplify and Adam & Eve DDB
Summary
Sony Interactive Entertainment pushes the boundaries of entertainment and innovation, starting from the launch of the original PlayStation in Japan in 1994. Today, we continue to deliver innovative and thrilling experiences to a global audience through our PlayStation line of products and services that include generation-defining hardware, pioneering network services, and award-winning games.
Amplify are a global creative agency specialising in experience and culture. Amplify create big ideas, campaigns, experiences and platforms designed to be amplified at every touchpoint and across the entire marketing mix. We think globally but activate locally, have hubs in London, Los Angeles, Paris and Sydney and operate all over the world.
A place that believes in the power of creativity to create the change we want to see in the world. A place full of audacious and famous ideas that help grow businesses and shape cultures. A place that creates behaviour change at scale for business and society. A place packed with the energy and passion to make things happen. A place where egos are left at the door, because we know none of us is as smart as all of us. A place that welcomes ‘Adam&everyone’ and helps them be the best they can be. A place that recognises its impact on the world and is changing for the better. A place always on the look-out for new creative opportunities and brilliant new talent.
4
Creativity: Animation
Company
NOMINT
Client
WWF
Summary
WWF's “A Flammable Planet” was created to raise awareness about catastrophic wildfires, which are increasing in intensity and frequency every year, wreaking havoc on people, nature and climate.
To produce the stop-motion film we used real fire to tell the story of the devastating effects of wildfires on our increasingly flammable planet. We used the naturally destructive properties of fire to create a direct visual metaphor between our increasingly flammable planet and the animated environment.
In the film, as in real life, a menacing and remorseless fire consumes and destroys everything.
To show the uncontrollable and devastating nature of wildfires we wanted the design of the film to directly reflect the issue we were communicating. All the sets, props, and main character were built out of flammable material and progressively burned during production. The final shots of the film were all built by the burnt materials of the previous shots - including the irreversibly burnt rabbit.
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Company
Meanwhile
Client
Chester Zoo
Summary
Chester Zoo have been putting on a light trail every winter for the last 10 years, but in 2022 they relaunched with a new partner in Sony Music/RGL and an all new experience that took every aspect of the experience to the next level. So, to launch it we needed to create something that lived up to the spectacle and sold the magic and awe that the attraction promises visitors.
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Company
Bray Leino
Client
Thatchers Cider
Summary
Welcome to a world where perfection can be found around every corner. As well as a celebration of cider-making and the weekly ‘tasting time’ - an iconic event that gauges the quality of the cider the old-fashioned way, it’s a celebration of the craft of stop-motion animation.
So, just as Thatchers create the perfect cider, we created the perfect pint-sized representation of Myrtle Farm – the Thatchers family farm, where three generations of the Thatcher family still live. But while the cider was front and centre, we also explored the bigger picture of what makes the Thatchers brand so special, because the cider’s just the end result (albeit a pretty amazing one) but Thatchers are about so much more. Their environment and their people are a massive part of the finished product and its inherent quality. All of this had to be captured perfectly to make the story feel authentic.
Therefore, in producing a lovingly created snapshot of a working cider farm and the people (and animals) that make it unique.
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Company
Bray Leino
Client
Olbas
Summary
We all know the feeling of being congested; but our challenge with this ad was how do we articulate that visually, bringing reassurance and empathy in a way that feels fresh and unexpected? Enter Lauren, who is full of cold. As it takes hold, she’s gradually surrounded by giant inflating balloons – demonstrating that sense of claustrophobia and constraint that being bunged up can bring. We really wanted to explore not just how it feels physically to be congested, but also the psychological effects of being unable to breathe. When we feel like there’s no relief… and when the house is at bursting point… Lauren administers some Olbas, and the balloons slowly deflate allowing her to breathe easy again. We wanted to evoke feelings of nostalgia in our audience… those times as a child they were cuddled-up on the sofa feeling a bit poorly. Stop frame animation allowed us to do this; the handmade aesthetic helped us create a huge warm cuddle of an ad.
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4
Creativity: AR/VR
Company
Virtue Worldwide / Tool
Client
Coca-Cola
Summary
For Coachella 2023, we worked to activate an immersive experience for Coke Studio on the festival grounds. At a moment when artists travel from all over the world to perform in person for their fans, we partnered with the only artist who defied space and time in order to show up. Enter Yameii Online, a metaverse music artist and social influencer. And instead of once every weekend, Yameii took our virtual stage with her friends, every 5 minutes. Or in other words, approximately 600 times over the course of the festival.
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Company
Critical Mass
Client
Nissan
Summary
How do you launch, distribute and deliver a car that isn’t available yet? That was the challenge that Nissan faced with its next generation Electric Vehicle - The Ariya. The answer was to replace the physical experience with a virtual one – Defying Convention: The Ariya VR Experience.
VR let reservationists “drive” the new Ariyas they’d ordered virtually and put would-be test-drivers behind the wheel, sans dealer. It also positioned Nissan as a tech-leader, paying off on the brand’s “thrill” promise.
Then, we took the experience to the mass market. Anyone could download the VR app, try it out in social media, in 360 videos, and on site product pages – proving that you don’t have to drive (or even see) an Ariya in real life to know how one looks and feels.
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Company
Dow Jones
Summary
Iconic Mints, a groundbreaking hybrid metaverse experience, reinvents the traditional art gallery exhibit. Reinvigorated for The Wall Street Journal's 2023 Future of Everything Festival in NYC, the Live Journalism Team aimed to curate an immersive mixed-reality, multiplayer experience for attendees to interact with each other, while also learning about some of the most iconic digital art pieces to date. Evolving alongside the ever-changing NFT landscape and the rise of AI generative art, Iconic Mints aimed to provide an educational and engaging experience accessible to both newcomers and enthusiasts. For the 2023 Future of Everything Festival, the team developed a desktop, mobile, and virtual reality experience modeled off an audio-guided gallery tour. Beginning in a lobby and transitioning into a fantastical landscape, visitors browsed 20+ prolific NFTs and digital art pieces in the market. Upon approaching each, attendees immerse in a 360° exhibit with narration about the artwork’s significance. The physical manifestation of Iconic Mints showcased a spacious art gallery with hybrid, virtual and augmented reality elements. In addition to VR headsets, the gallery featured a 98-inch LED “portal”, connecting global attendees through livestreams of both the in-person event and the virtual environment. This real-time interaction was facilitated by top-tier audio and video equipment, enabling in-person attendees to engage in meaningful conversations with their virtual counterparts. The 2023 Future of Everything Festival drew over 500 attendees to Iconic Mints. Since its 2022 launch, it has attracted 17,000+ visitors from 137 countries.
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Company
Snap AR Studio Paris
Client
Snap Inc.
Summary
In France, like many western countries, public space lacks monuments honouring women.What about empowering Women’s Legacy through Augmented Reality? As a storytelling company, Snap knows that stories have the power to change hearts, minds, and behaviors. Stories create empathy, which can inspire behavior change across Snap and the broader industry. And although our industry is data-driven, we understand numbers are not a substitute for lived experience. The differing lived experience of underrepresented groups can reduce feelings of belonging, which in turn reduces opportunity to realize potential. Snap’s goal in inspiring empathy is to create a shared culture of belonging for all. To celebrate International Women's Day, March 8, 2023, Snap's AR Studio has been honouring 8 emblematic women in 8 major French cities (Simone Veil in Paris, Simone de Beauvoir in Lyon, Elisabeth Vigée Le Brun in Marseille, Françoise de Graffigny in Bordeaux, Lille, Olympe de Gouges in Strasbourg, Joséphine Baker in Metz and Manon Tradon in Nantes) through a unique augmented reality experience: “March 8, 8 women”. “March 8, 8 women” has been a unique opportunity to demonstrate Augmented Reality’s impact in supporting Great National Cause (French president Emmanuel Macron has declared Equity a priority for 2023), while showcasing Snap’s creative and technologic leadership in AR… thus building momentum to advocate Equity across France.
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1
Creativity: Art Direction
Company
Alma DDB
Client
Change the Ref
Summary
In 2020, Change the Ref launched Ballots Against Bullets, a campaign exposing politicians who failed to reduce gun violence. The campaign superimposed voter ballots over crime scene images from mass shootings, with bullet holes checking the boxes for politicians in office when the shooting took place, and who failed to prevent the crime through gun reform.
Following the first edition’s success, the bar for creativity and impact was already high, so it was important this work pushed the conversation forward. The creative approach had to look new and shock voters with the same message. To do that, our effort took a personal approach, enlisting real survivors of gun violence to make the case for gun control. The images superimposed voter ballots over the survivors' bullet scars, using their wounds to “check” the box for politicians opposing gun reform.
The goal was to continue driving awareness around why gun policies matter during voting, while highlighting politicians who have historically failed to support measures reducing gun violence in the U.S. Our target audience was U.S. voters, especially in states where notorious pro-gun politicians would run including Florida, Texas and Georgia. Running the day before the election, the campaign was showcased on 40 billboards, posters and projections strategically placed near voting sites in Florida, Georgia and Texas. The prints showcased in each state corresponded to the real state ballots
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4
Creativity: Audio
Company
Zulu Alpha Kilo
Client
Summary
What if we presented the booking experience not as a source of stress, but rather an enjoyable part of the journey? What if booking were, in fact, half the fun? Inspired by all the options on Booking.com, our hero Melissa McCarthy gets swept away on a whirlwind musical tour of vacation rentals, hotels, and wigs galore. While most travel advertising is focused on aspirational locations, we romanced the booking experience itself. Filmed both on-location and at the CGI Volume Stage, and backed by a 33-piece orchestra, this piece showed the world that “Booking is half the fun.”
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Company
AD Ports Group
Summary
At AD Ports Group, our brand embodies our unwavering commitment to innovation, global partnerships, and excellence. We take pride in connecting global maritime routes and international trading partners, creating long-term, mutually beneficial relationships. Our brand reflects our transformation from a local player to a global trade and logistics enabler while embracing innovation and the future.
Our sonic branding strategy is designed to create a distinctive auditory signature that reinforces our core values and builds a profound connection with our audience. It integrates five distinct musical notations representing our Clusters and is consistently applied across all customer touchpoints. We leverage our sonic brand in storytelling, interactive engagement, and internal alignment. Ongoing measurement and adaptation ensure optimal results.
We created a brand launch video showcasing their new sonic branding, inspiration, and creative process behind this audible branding.
The campaign delivered impressive results: generated 9 million ad impressions, 1 million video views, exceeding the KPI by 6%. Social listening indicated an 80% positive sentiment, well above our average. The campaign landing page attracted 84% new visitors, contributing to 38% of all website users and 21,147 web sessions, representing 31% of our total website audience. In conclusion, AD Ports Group's brand management efforts align with our commitment to innovation and global expansion. Our sonic branding strategy has proven effective in resonating with our audience, and our recent campaign showcased significant success in the UAE market. We are dedicated to continuously improving and evolving our brand to remain a leader in the industry.
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Company
Global / PHD
Client
British Heart Foundation
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Company
Octagon
Client
Mastercard
Summary
As a sponsor of Rugby World Cup 2021 in Aotearoa (New Zealand), technology brand
Mastercard had a platform to showcase its continued support of and investment in the
women’s game, through the Player of the Match (POTM) Trophy.
To demonstrate the brand’s cultural understanding, we used the voice of the most powerful
figure in the community, the kaikaranga, to turn every POTM trophy into a living story, that
could speak to future generations of rugby players.
Over 2,080 minutes of gameplay was captured across 6 weeks, edited into bespoke
soundtracks, and embedded into 26 trophies, which were then awarded to the POTM
minutes after the final whistle.
1 in 2 now view Mastercard more positively, due to its understanding of New Zealand culture
and we raised the profile of the game globally, via 60.8M social impressions and 42M total
reach.
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5
Creativity: B2B
Company
Fight or Flight
Client
Roland DG
Summary
Roland’s TrueVis prints the brightest, most vivid, most accurate colours - even the notoriously tricky oranges and reds. How could we demonstrate this simple product truth in a way that would get people to pay attention?
No one understands the nuance of red and orange shades better than redheads. From strawberry blonde to fire-engine red, the global population of redheads covers a hugely diverse spectrum of different shades. And yet, most of us rely on only one word to describe them: ginger.
Using the TrueVIS printer and a spectrophotometer, we built the first ever Ginger Colour Index, and printed a unique lookbook that illustrated the huge variety of different shades that make up the ‘ginger’ collective. 50 Shades of Ginger was born.
Our campaign assets were supported by consumer research to bring to life the experiences of fed-up redheads. What was it like to grow up as a redhead? How do redheads describe their own unique colour? Who are their red head icons?
The campaign delivered 50 pieces of media coverage and a strong showing on social delivered a total reach of 590.65 million. And =we even landed our very own redhead, Jenny Ryan, on primetime ITV GMB talking about our 50 Shades campaign. Our campaign drove a 196% rise in organic search traffic, a huge spike in search engine queries. And a 33% rise in direct traffic demonstrated that buyers who were already familiar with Roland were visiting the site to find out more about the new TruVis range.
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Company
Prophecy, Prosek Partner's Branding & Advertising Agency
Client
ICE + NYSE
Summary
ICE is an incredibly large company that does an amazing number of things, from processing over half the mortgages in America to running the world’s largest stock exchange (the NYSE). Over several decades of growth and acquisition, ICE could no longer answer the questions, who are we, and what do we do? From design to tone of voice, logos to corporate identity, our challenge was to establish ICE as a parent company, and its business segments—including the NYSE—cornerstones of that foundation.
We answered the question, “What does ICE do?” with a response flexible enough to describe every aspect of the network: “ICE connects people and businesses to opportunity.” From there, we created a campaign called “Make The Connection” that connected the full ICE network to itself while connecting customers to the brand. A unified look, a consistent voice, and an overarching strategy brought clarity and efficiency to an organization that desperately needed it.
The result is work that stands out from typical B2B campaigns in the financial space. A cross-channel mix of print, TV, OOH, and social media reintroduced ICE to the world, while influencers helped ICE reach a brand-new audience.
We brought clarity and cohesion to the organization. We energized the customer base and employees. And we connected the dots between business lines, clearly positioned ICE as the parent brand, and transformed a traditional financial exchange into a globally recognizable data and technology company. The result of this work has been a sea change in market perception.
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Company
Addleshaw Goddard
Client
Addleshaw Goddard
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Company
Stein IAS
Client
Dechra
Summary
Cushing’s disease kills a million dogs each year, often because the symptoms go undetected. Luckily Vetoryl, marketed by Dechra, is an effective treatment when diagnosis comes in time.
Dechra wanted to build an education campaign focused on detecting Cushing’s symptoms, that stood out against the serious and scientific sector norm.
A vet diagnosing Cushing’s is like a detective cracking a case. So, the Stein creative team saw an opportunity to create a spoof cop show, where the suspects were dogs hiding their Cushing’s symptoms.
The campaign was rolled out across Europe in eight languages, across multiple platforms, with an overall reach of 200,000 vets.
It was supported by an innovative online content experience, which was linked to in traditional and digital media.
This featured print trade ads, in-clinic leaflets and posters, emails, display banners on veterinary websites, organic/paid social posts, plus a PPC keyword structure and plan.
All materials directed vets to the content experience. This digital tool clearly laid out the possible symptoms and encouraged vets to investigate, play detective and solve a case of Cushing’s.
The market was awash with bland information delivered in reports and studies. This campaign had levels of craft and creativity that stood out in the veterinary world.
The result is a powerful communications strategy which is helping vets crack cases of Cushing’s across eight European markets and has taken Dechra’s marketing to new levels of effectiveness.
The campaign generated an immediate ROMI of 12:1, and an annual revenue run rate of €37.3M/$39.7M.
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Company
Wistia
Client
N/A
Summary
Wistia is dedicated to educating anyone who wants to learn more about video creation and production - whether they’re customers or not. As part of that effort, the team wanted to take their existing educational library one step further by launching a how-to campaign designed to uplevel users’ home video and filming setups.
Almost half (43%) of companies surveyed in Wistia’s 2022 State of Video Report didn’t have a video-specific strategy, which can be daunting, especially for those new to video creation. To combat this and help users take the first steps toward launching top-notch video content, Wistia and Wistia Studios launched the “Fix My Setup” campaign.
The campaign's concept was to help users fix their at-home or in-office setup for videos (whether to record videos or attend a Zoom meeting) with just a few simple tweaks to make their appearance and presence on video stand out. This includes better lighting, sound, branded touches, etc.
Targeting users who want to start creating video content but maybe need a little help, Wistia launched the campaign in June 2023. The campaign consisted of educational episodes, powered by Wistia’s own video platform, that taught the basics of getting set up for video. The campaign focused on various topics, such as how to improve your webcam setup with the best equipment, how to discover tried-and-true engagement techniques to captivate your viewers and attendees during recordings and webinars, and more.
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4
Creativity: Consumer Goods
Company
Serif (Europe) Ltd
Summary
Serif launched Affinity Version 2 - an upgrade of its Version 1 software in November 2022. The key objectives of the two month launch campaign were to: - Encourage existing users to upgrade their Affinity Version 1 apps and gain new sales of Affinity Version 2, adding up to the target sum of £18m. - Communicate the new method of owning Affinity as a package - Grow Affinity’s market in key regions - US, Germany, Japan and UK. - Significantly increase brand awareness of Affinity through a multinational PR and digital advertising campaign on a scale it had never delivered before. Serif’s launch campaign far exceeded expectations. From November to January, Serif achieved £27.3m in revenue from its top 11 territories, including the US, UK, Germany, Japan and France. The campaign hit more than £30m overall. Key highlights include: - Paid social performed very well, especially in the first 10 days after launch, reaching ROAS levels of 40. - The promo video on launch day received 10,579 engagements - Google Ads vastly increased granularity and more campaigns across non-English-speaking markets. Spend tracking around 2x normal, with ROAS rising to 12.8 average across accounts. - Deployed email contact plans, 6.5m emails despatched, 60k conversions and estimated (from GA) revenue £3.7m. - Worldwide media coverage significantly broader than any previous Affinity campaign, resulting in more than 640 pieces of coverage achieved with a total aggregate readership of more than 1bn across online news and blog sites in up to 16 countries.
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Company
VMLY&R Commerce
Client
General Mills
Summary
In order to right size a declining cereal category, Lucky Charms sought to bring hyper-relevant entertainment back to the breakfast table by looking inside the box/bowl and letting the charms align, combining Gen Z and Millennials nostalgia for cereal and their new love for astrology.
As a result, Lucky Charms created a first-of-its-kind fortune telling experience that reads the marshmallow charm patterns to provide users with a custom reading during their breakfast routine.
All month, shoppers could watch and interact with a live social stream where followers could tune into Instagram and TikTok every Friday for a personal reading from our astrological influencers and Charmologists Aliza Kelly and Stina Garbis.
We also encouraged guests to get their own readings on LuckysCharmology.com.
Lucky’s Charmology also came to life in Brand pages, Banner Ads, On-Site/ Offsite media and Target’s own social channels. Shoppers who discovered their daily fortune with our activation were also offered 20% ON Lucky Charms cereals via Target Circle.
And to wrap it up, results for this program were stellar – beating KPI’s in several categories. We not only turned the tide on the category decline but also delivered millions of impressions and above average engagement rates.
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Company
BBDO and Critical Mass
Client
M&M'S
Summary
In 2023 M&M’s had the most talked about Super Bowl campaign in our history, but the story starts a year out from the big game, with a simple shoe change we didn’t expect to break the internet. At M&M’S we believe in the power of fun to bring people together - but, after making some updates to our iconic characters, we found ourselves in the center of a divisive, at times way-too-serious dialogue over spokescandy footwear. We wanted to change the tone of that charged conversation, and bring the fun back into it, by starting an even more absurd one.
Beginning with a controversial announcement that we were replacing our iconic spokescandies with Maya Rudolph - we got the world’s attention as Maya Rudolph transformed the brand further with her own increasingly outrageous changes, and the now jobless Spokescandies went to find new roles. Culminating in a bizarre Super Bowl spot for Ma&Ya’s Candy Coated Clam Bites - we finally gave in to the public’s demands, and brought the spokescandies back by the end of the game.
Across a variety of mediums our Maya and Spokescandy storylines played out simultaneously. These plots then converged on TV in front of a Super Bowl audience. Tapping into a charged cultural moment and bringing our fans along for the ride,we used our Superbowl campaign to bring a divided America together, along a journey that helped us all laugh at ourselves and agree on at least one thing: clams do NOT belong in candy.
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Company
MullenLowe Lintas Group India
Client
Unilever
Summary
Vim, India's top dishwashing brand, aimed to shatter the gender stereotype around household chores, particularly dishwashing, long considered a woman's task. Acknowledging that this attitude needed change, Vim targeted men and societal perceptions. During the COVID lockdown, some men were flaunting their contributions to household chores on social media, believing they were "helping" women. Vim harnessed this trend initially by using influential men to promote this "bragging" culture, only to later expose it as a deceptive tactic, sparking discussions on gender equality and societal norms.
The impact was remarkable:
- Gained massive earned media (10 times paid media) in 72 hours
- Generated a substantial 330 million earned media impressions
- Achieved 93% positive conversations
- Attracted over 150 press articles, with most being organic
- Sparked a 5000% increase in Google search trends
- Garnered 1 million Instagram searches for Vim's page
- Achieved a 20% engagement rate on branded content (6 times industry standard)
- Improved the "Brand I trust" attribute by 200 basis points on brand tracking
- Led to a 20% increase in Vim Liquids sales
- Recognized as the fastest growing brand at Kantar@Cannes 2022 for effectiveness
- Expanded reach to 400 million people, surpassing the US population
- Won the un-stereotype category award at Kantar@Cannes 2022 for creative effectiveness
Overall, Vim's impactful campaign initiated vital conversations on gender roles, challenged stereotypes, and achieved impressive growth and recognition.
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7
Creativity: Content
Company
Amplify
Client
The LEGO® Group
Summary
“What if everything you ever dreamt was real?”
This was the opening line to the brief from The LEGO® Group, as an introduction to their latest IP - LEGO® DREAMZzz.
LEGO® DREAMZzz is a ten-episode TVseries created by LEGO that follows a group of children who discover a secret that has been kept for thousands of years… dream worlds are actually REAL. They’re places where children meet up and explore worlds together every night they go to sleep.
With this series, LEGO presented dreams not just as fantasies but as destinations that children could visit, and co-create within. Ultimately, a new reality.
How could we transport their audience into a completely new world that they’d never seen before? And how could they inspire a generation of young viewers to believe their dreams can be reality?
Alongside The LEGO® Group’s internal agency, Our LEGO® Agency (OLA) we took the essence of the LEGO® DREAMZzz IP, the blurring of what’s real and what’s not and launched our campaign in the same blurry area - truly placing our audience at the heart of the IP.
Rather than treating it as a conventional media campaign, we turned every component into a storytelling canvas, building an ongoing narrative that culminated in the launch film and captured the imagination of our dreamers.
The result?
A collaborative piece of work, with a single story that blended the worlds of our young audience, with the visual world of the series - quickly transporting them into this new “reality”.
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Company
Orci
Client
Honda
Summary
Honda Stage is a social-first music discovery program, providing a platform for diverse emerging artists to deeply connect with young, culturally attuned music enthusiasts. With a focus on authentic curation, this content series shares music and stories by artists while engaging new fans through inspiring stories of their personal journeys. Now in its 9th year, the objective of Honda Stage is to protect its relevance and stay connected and engaged with a key customer segment: first-time car buyers. Between September 2022 and August 2023 Honda Stage surpassed benchmarks by 158% with 71.2M views in 2022 versus 58.1M views in the previous year, a nearly 20% increase. In addition to conquering our view goals, we were able to keep consumers engaged with an overall engagement rate of 1.6%. From a consumer attitudinal standpoint, Honda Stage blew the competition out of the water, growing brand favorability by 88% and surpassing music industry benchmarks by 28 points (benchmark is 11 points). Recognition of the Honda Stage program also rose to 59%, a 30% increase compared to last year.
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Company
Ogilvy UK
Client
Argos
Summary
How did interior design influencer, Siobhan Murphy, Ogilvy’s behavioural science team, and some mind-reading tech deliver £77 for every £1 spent for Argos?
In 2022, Argos asked us to drive growth of their home and furniture offering by showcasing their ever-evolving product range. They needed to shift the perception of Argos as a shop for “distress buys”, to replace a broken kettle or a mattress for mum, to an inspirational destination for homeware.
Our homes express who we are; but despite being a nation of full of personality, Britain was defaulting to drab. “Greige” was sweeping the nation, our favourite sofa colour was grey!
We needed to help Britain’s personalities shine at home. Enter “Make Yourself, at Home”, an entertaining content series featuring Siobhan Murphy and mind-reading tech helping families trust their instincts and find their unique interior style, and an attention holding platform for Argos products.
A series of video and interactive social content delivered +4pt lift in brand favourability; +3.1pt lift in perception that “Argos gives me idea and inspiration to find what I’m looking for”; +7pt lift in perception that “Argos sells high quality home and furniture products”; and £77 for every £1 invested.
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Company
SuperHeroes
Client
Lenovo Yoga
Summary
We launched the Lenovo Yoga Pro by using it to create Digital Street Art, an emerging mixed reality execution. The creator-led campaign entertained our Gen Z audience, while also demonstrating the 3D/VFX ability of the laptop-its key selling feature. The thumb-stopping content was seen by over 250 million people and generated over 1.5 million likes, comments and shares. This new brand love translated to sales as well. The newly launched Yoga sold out on Lenovo.com within a week, and saw a 66% increase of Lenovo Yoga YTD sales around launch moment.
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Company
Sony Interactive Entertainment, Amplify, and adam&eveDDB
Client
Sony Interactive Entertainment
Summary
Sony Interactive Entertainment, Amplify, and adam&eveDDB reignite the hype for experiences on PS5 with a 'Live from PS5' campaign.
Immediately following the original launch of PS5 in 2020, it became very difficult, very quickly, to get your hands on a console. But in 2023, more PlayStation 5 consoles hit the shelves globally. So how do you reignite the hype around the brand, the console and the worlds that PS5 unlocks?
‘Live From PS5’ was designed to mimic a real news network, featuring journalists from around the world reporting on the captivating happenings within the various PS5 worlds. This innovative concept brought the console's unique experiences to life.
The execution of the mixed-media campaign was both ambitious and comprehensive. The campaign spanned 51 markets and ran in 32 languages, with journalists reporting real-time news updates. Over 600 assets were deployed across multiple channels, including television, social media, out-of-home advertising, digital displays, and high-impact special-builds, all within a 4-week period.
The results of this creative campaign were nothing short of remarkable. Sony sold 19.1 million PlayStation 5 consoles in the financial year, beating its own forecast of 18 million. That was up from 11.5 million PS5 units sold in the previous fiscal year when Sony was facing supply chain issues - which demonstrates a 66% increase.
In summary, the ‘Live From PS5’ campaign effectively reinvigorated the demand for the PS5 console, achieving significant sales growth and solidifying its place as a game-changing product in the gaming industry.
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Company
Tangerine Communications
Client
Specsavers
Summary
Owning a share of the conversation during the biggest sporting event of the year, the World Cup, for Specsavers, when they were not an official sponsor was an exciting challenge.
We couldn’t sponsor or mention the real England team, so we created our own. Bad lookalikes is a running joke in the footballing community, one that @specsavers often gets tagged in. Playing on the iconic ‘Should’ve gone to Specsavers’ line, we created our very own Eng-errrrland team, made up entirely of questionable footballing lookalikes from across the UK. We positioned them as “The Specsavers Second Squads: Remove glasses for best results,” unveiling them to the world alongside the real England squad.
Before a single ball had been kicked in the tournament we reached 17 million, increasing to 52 million by the time the final whistle blew… not bad for a team that didn’t even make the play offs.
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Company
Playmaker Films
Client
Clarks
Summary
Playmaker Films was tasked with creating a supporting TikTok campaign to win the attention, consideration and affection of Millennial parents - whose children are likely to be commencing a new primary school year in September 2023. The brief was to create something playful and humorous to live on TikTok, Instagram and YouTube, with an authentic, organic feel and bundles of ‘old school’ nostalgia inspired by kids being kids. As part of the campaign, Clarks wanted to expose its new ‘Goal’ kids shoe to prospective customers.
Stylistically, Playmaker opted for a comedic style popular with millennial audiences: a dry, stilted comedy of reactions, fuelled by numbing awkwardness and bumbling, try-hard authority figures, echoing the style of early 2000-2010s comedy classics like People Just do Nothing and This Country. A mockumentary style with first-person narration cues offered a natural platform for straight-faced surprises and misunderstandings, founded on understated, self-mocking performances.
The videos followed Raheem Sterling as he takes a trip back to school, encountering a series of different scenarios - from music and PE, to breaktime and the classic ‘school photo day’. The comedic twist being that, where Raheem assumed he’d be the most popular guy on campus, he soon finds out that kids can be rather difficult to please…
After the first week of the campaign, Clarks has experienced an extraordinary Social post engagement rate of 6.6% on the main campaign video, driving over 10,000 campaign website visits and a sales uplift of 165%.
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6
Creativity: Creative Thinking For Good
Company
We Believers
Client
AB INBEV
Summary
The base salary of a female player is 10 times lower than a man's, that’s why Corona organized a match ten times longer.
A 900-minute game to show how much women need to play to make the same as men in a typical 90-minute game.
With this event, we aimed to inspire other brands to support women's soccer, like Corona does.
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Company
72andSunny
Client
United Airlines
Summary
In 2022, United Airlines launched a new brand platform: Good Leads the Way. Not just a tagline, but a shared company mission. A commitment to being more than just an airline, but a force for good in the world. That commitment is reflected in United’s sustainability efforts. Where other airlines and companies are relying on traditional carbon offsets to reach their sustainability goals, United’s pioneering investments in real solutions that tackle emissions at their core. Committed to becoming 100% carbon neutral by 2050, without relying on traditional carbon offsets, United has invested in more sustainable aviation fuel (SAF) production than any other airline in the world. As a leader in the space, United wanted to help promote the benefits of flying with SAF (85% reduction in emissions on a lifecycle basis!) for the entire industry.
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Company
Mastercard
Summary
Mastercard is on a journey to create an inclusive economy that works for everyone, everywhere, innovating to welcome overlooked communities into the digital economy.
With the launch of Touch Card™ – an accessible system of payment cards with notches that allow people who are low sighted and blind to identify their credit, debit and prepaid cards with just a touch – we are providing a more a simple, but not simplistic solution that creates a more inclusive payments ecosystem.
To raise awareness about this innovation in a way that was true to our target audience, we created a 360 marketing campaign that was designed with partially sighted and blind people in mind from the beginning, not as an afterthought, prioritizing accessibility for our core audience.
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Company
we believers
Client
AB INBEV
Summary
Corona created the first ever Plastic Fishing Tournament: a global scale-initiative where fishermen from all over the world were rewarded to make the biggest catch of plastic waste in order to sell it to recycling companies.
The more plastic they caught, the more money they made, and the cleaner the ocean became.
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Company
House 337
Client
PETA
Summary
Every year more than 1 billion animals are slaughtered for their skins. Many of the clothes, shoes and accessories that we wear come from cows, sheep, birds and snakes that are bred for their skin and wool and often suffer in horrific circumstances.
‘Red River Farm’ is a twist on a kids TV show, with an unflinching explanation of how clothes are really made and the consequences for the animals involved.
We created a newsworthy film to ensure interest from the biggest publishers. It was picked up by titles including the Daily Mail and Metro, with a combined reach of 115 million and an estimated 820K views.
We created resonance with some of the UK’s largest influencers, reaching the networks of: Gemma Collins (2.2m), Jessy Barden (2.1m) and Shabaz Says (1m) among others and generating over 400k views.
This increased awareness also changed opinions, with comments like:
“Feels like veganism is too focused on the food aspects and people forget the other ways animals are exploited”
The film ends with a message of hope, asking the audience to: “Shop like their lives depend on it”.
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Company
McCann
Client
Mastercard (in partnership with Sibstar)
Summary
Mastercard has a strong commitment to "Doing Well by Doing Good," with a primary focus on financial inclusion. This dedication has driven the creation of innovative products like True Name, Touch Card, and most recently, Sibstar.
Supported by Alzheimer's Society UK, Sibstar took inspiration from children's debit cards, which offer parental control tools designed for responsible spending, teaching kids financial independence. Sibstar leverages the same principles but was designed to adapt continuously to someone’s condition in order to extend their financial independence by allowing caregivers to monitor any purchases in real time, their location, set up personalized spending limits for different channels (online, retail, cash withdrawal, contactless) and turn features on and off.
For the more than 900,000 families dealing with and living with dementia in the UK, a product that can reduce the emotional and practical strain of supporting their loved one is a/will be a welcome respite. However, this is nothing compared to the possibility of reducing the progression of dementia through maintained connection to community and continuous financial inclusion.
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3
Creativity: Design
Company
Interbrand
Client
Fedcom
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Company
Octagon
Client
Mastercard
Summary
As a sponsor of Rugby World Cup 2021 in Aotearoa (New Zealand), technology brand
Mastercard had a platform to showcase its continued support of and investment in the
women’s game, through the Player of the Match (POTM) Trophy.
To demonstrate the brand’s cultural understanding, we used the voice of the most powerful
figure in the community, the kaikaranga, to turn every POTM trophy into a living story, that
could speak to future generations of rugby players.
Over 2,080 minutes of gameplay was captured across 6 weeks, edited into bespoke
soundtracks, and embedded into 26 trophies, which were then awarded to the POTM
minutes after the final whistle.
1 in 2 now view Mastercard more positively, due to its understanding of New Zealand culture
and we raised the profile of the game globally, via 60.8M social impressions and 42M total
reach.
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Company
Zulu Alpha Kilo
Client
D2L
Summary
The D2L Brightspace learning platform personalizes education for every student. To cement D2L as a leader in personalized learning, we created a school desk that could be reshaped and reimagined to meet the unique needs and desires of every student.
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6
Creativity: Experience
Company
Imagination
Client
Major League Baseball
Summary
Working with Major League Baseball (MLB) we brought a new baseball experience to life in an epic three-day event, exposing existing and a new generation of fans with an exciting, fresh and interactive take on the game.
Imagination once again partnered with MLB on this celebration of baseball, creatively responsible for curating and crafting the fan festival experience in the heart of London. Celebrating the best of baseball culture with an unrivalled fan festival, MLB returned to the UK in a big way with their 2023 London Series Trafalgar Square Takeover. A free-to-attend, high-energy experience held over a three-day weekend in June offering unique opportunities for digital storytelling. Trafalgar Square Takeover was an opportunity for fans to experience MLB in the centre of the capital with baseball activities, partner activities, ballpark food, merchandise and a full programme of entertainment including a live DJ and screening of the MLB London Series 2023.
At the heart of the experience sat Home Run Derby X The Cage, a brand new dimension-defying immersive digital baseball experience, giving visitors a chance to hit home runs in a baseball game blending real life and virtual gameplay using the latest ball tracking technology. Located within an epic cage structure, players hit physical baseballs which were digitally visualised across the iconic London skyline, reaching Nelson’s column and beyond.
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Company
YETI x Code and Theory
Client
YETI
Summary
At the end of 2022, while most brands were looking backward, YETI was looking ahead. Year in Preview is the first interactive, personalized calendar of its kind, empowering people everywhere to look ahead and plan their outdoor adventures.
YETI had two key goals with Year in Preview, starting with solving a tangible problem for customers by building a personalized calendar that gave them access to the best and most diverse outdoor events year round. Second, to extend the reach of the YETI brand by making a lasting impression on new audiences. For the first goal, engagement was off the charts, with a 9% add to calendar rate, meaning hundreds of thousands of events added by outdoor enthusiasts everywhere. Users also averaged more than 2 minutes on Year in Preview — 40 seconds more than the average B2C experience (source: DataBox). This testimonial from Camille Egdorf, Professional Fly Fishing Guide and YETI ambassador, says it all: “We always talk about “the year in review” but why not look forward? YETI’s Year in Preview makes it simple to plan and add that extra stoke level to your upcoming year.”
For the second goal, Year in Preview delivered more than 200M impressions through press alone. From Fast Company to Travel and Leisure, Digiday, Ad Age, and more, YETI captured a massive audience across business, technology, creativity, design, and lifestyle. It also recently won the Webby Award for Best Website - Travel, and Fast Company's Marketing Award in the Innovation by Design Awards.
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Company
Sony Interactive Entertainment, Amplify, and adam&eveDDB
Client
Sony Interactive Entertainment
Summary
Sony Interactive Entertainment, Amplify, and adam&eveDDB reignite the hype for experiences on PS5 with a 'Live from PS5' campaign.
Immediately following the original launch of PS5 in 2020, it became very difficult, very quickly, to get your hands on a console. But in 2023, more PlayStation 5 consoles hit the shelves globally. So how do you reignite the hype around the brand, the console and the worlds that PS5 unlocks?
‘Live From PS5’ was designed to mimic a real news network, featuring journalists from around the world reporting on the captivating happenings within the various PS5 worlds. This innovative concept brought the console's unique experiences to life.
The execution of the mixed-media campaign was both ambitious and comprehensive. The campaign spanned 51 markets and ran in 32 languages, with journalists reporting real-time news updates. Over 600 assets were deployed across multiple channels, including television, social media, out-of-home advertising, digital displays, and high-impact special-builds, all within a 4-week period.
The results of this creative campaign were nothing short of remarkable. Sony sold 19.1 million PlayStation 5 consoles in the financial year, beating its own forecast of 18 million. That was up from 11.5 million PS5 units sold in the previous fiscal year when Sony was facing supply chain issues - which demonstrates a 66% increase.
In summary, the ‘Live From PS5’ campaign effectively reinvigorated the demand for the PS5 console, achieving significant sales growth and solidifying its place as a game-changing product in the gaming industry.
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Company
NVE Experience Agency
Client
Paramount Pictures, Nickelodeon Movies
Summary
NVE Experience Agency produced a bi-coastal, 10-day family-friendly pop-up experience highlighting and promoting the release of the Paramount Pictures and Nickelodeon Movies new film, “Teenage Mutant Ninja Turtles: Mutant Mayhem.” The immersive experience invited guests to descend into NYC’s iconic underground, train alongside their favorite heroes, and enter their famous sewer lair.
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Company
LePub
Client
Heineken
Summary
To remind Argentinians working late that it was time to leave the office and enjoy their night out with their friends, Heineken used the only “media” able to reach employees stuck at work at night: the night office cleaners. Thanks to a partnership with the 7 biggest corporate cleaning companies, cleaners in Argentina spread Heineken’s work responsibly message, inviting workers to go to the closest bar to enjoy a free beer with their friends. Scanning the QR codes on Cleaner’s vests and tools, workers got to select their bar and the app generated a special voucher with a very short expiring time, so to push them to immediately leave the office.
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Company
Imagination
Client
Visa
Summary
The Visa network enables the seamless movement of money across the world, just like the best football players move on the pitch. Visa Masters of Movement brought this to life through an incredible fusion of football, art and technology.
The experience was built around a new technology we collaborated on that transformed football moves on the pitch into digital art that were instantly minted as NFTs.
At FIFA Fan Festival in Doha, everyone got the opportunity to be an artist as they stepped into the Visa Masters of Movement arena. Fans selected one of the 32 FIFA World Cup nations to represent and were fitted with a tracking device to capture their movement.
For four minutes, the pitch was their canvas as they represented their nation in front of packed crowds in Qatar, emulating their heroes on the world’s stage. Using the tracking technology, all movement was tracked in real time and displayed on the LED surface that made up our arena.
The key moment of each game, either a goal or an incredible piece of skill, was transformed into digital art, and minted as NFTs for each player, so they could share a unique, personalised souvenir of their experience.
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7
Creativity: Food and Drink
Company
Wunderman Thompson
Client
Nestlé
Summary
Created an impactful OOH using KitKat’s established brand equity of ‘breaks’.
The famous ‘Have a break, have a KitKat’ strapline was first used in 1957 – and has remained in constant use in the UK for 66 years. And counting. It is so deeply rooted within UK culture that just five letters were all that were needed to prompt full recall of the entire line.
Engaged consumers and left them with both a smile and a sense of achievement for ‘getting’ the ad.
Utilised media to target a captive audience for a high-dwell time.
Positioned in a high-density placement to provoke talkability.
O2 campaign delivered strong results - in the peak of the campaign, we secured 122,591 impressions within a one-hour time slot.
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Company
Krow Central
Client
Rajah Spices
Summary
Rajah Spices have been providing authentic spices to South Asian audiences for over 90 years.
Much-loved amongst first generation immigrants from the South Asian sub-continent, it was less popular with second and third generation. So the objective for this campaign was to create an emotional connection between those latter generation British Asians and Rajah.
We spoke to the communities and discovered that rather than feeling part-British and part-Asian, they felt 100% British and 100% Asian. What’s more, they could dial up or down their Britishness or Asianess to give their lives amazingly rich and varied textures.
We decided to celebrate everything it means to be British Asian – the people, the food and beyond. We found real people with real stories to tell and we made them the stars of our campaign. LIFE MORE FLAVOURED featured central characters that had heritage from different parts of South Asia, but they all embraced their British and Asian sides to give them a much more flavoured life.
We used some of the best Asian creative talent around from the Agency, along with film and photography duo Amit and Naroop. The music for the campaign was even created by one of our characters, International Punjabi music star Aman Hayer.
The campaign extended into multiple channels, telling stories in more detail in social and digital and allowing audiences to explore the food and spices. Bringing LIFE MORE FLAVOURED to all.
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Company
VMLY&R Commerce
Client
Mondelez International, Inc.
Summary
OREOCODES is a first-of-its-kind commerce experience that turns milk barcodes into scannable OREO offers, tapping into something hidden in plain sight, the striking similarity between barcodes and stacks of OREOs, an interactive experience that reminds consumers that every glass of milk deserves an OREO cookie.
How it works:
1. Consumers access the web app at oreocodes.com.
2. Take any milk carton from their fridge (including milk alternatives like Oat and Almond)
3. Flip or place the barcode in a vertical position (to reveal a stack of Oreos) and scan it with their mobile devices.
4. See the OREOCODE convert into dunkable offers available at three major retailers in the U.S.: Albertsons’, Jewel-Osco, and Safeway.
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Company
LePub
Client
Barilla
Summary
Upon landing on data on this old cooking method, we called it Passive Cooking, and decided it's the best time for the world to rediscover - the most innovative old method to cook pasta. It's as simple as - bringing water to a boil and cooking pasta with the heat off, reducing gas consumption and CO2 emissions by up to 80%. Currently, there are 440 millions pasta bowls being cooked in the world every day. So helping change the way people are used to cook pasta would not be easy.
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Company
Trouble Maker
Client
Asahi Europe & International
Summary
Finding new sources of growth in a mature, competitive lager market, through record inflation, is not an easy task. Facing two of the largest global launches in our category, Heineken Silver & Stella Unfiltered, Peroni Nastro Azzurro did not have superior budget or distribution.
While the core brand was winning with older consumers, it was facing declining relevance with 25-44 year olds and had image challenges; this legacy Italian brand was too formal, too uptight & too distant for this new generation of UK drinkers. The answer was a sub-brand: Peroni Nastro Azzurro Stile Capri – an opportunity to make major changes, and recruit new consumers to the Peroni masterbrand in a way that core could not.
Our launch campaign flipped consumer’s expectations on its head: this formal Italian brand now had a sense of humour, an inviting & accessible feel, and spoke to a new cohort of people that simply had not considered Peroni could be for them. The campaign marks the most significant creative shift for the brand to date.
The campaign results were immediate; in the first 12 weeks of launch we achieved not only 84% incrementality to the Peroni masterbrand, but 45% incrementality to the whole UK lager category.
We reached this completely new and younger audience through a new content creation approach built on social-first principles. The integrated campaign was built to hero dynamic 15 second product-centric edits that could be “cut up” to use in TV and cinema, flipping the traditional “cut down” model.
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Company
we believers
Client
AB INBEV
Summary
Corona created the first ever Plastic Fishing Tournament: a global scale-initiative where fishermen from all over the world were rewarded to make the biggest catch of plastic waste in order to sell it to recycling companies.
The more plastic they caught, the more money they made, and the cleaner the ocean became.
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Company
Zappi
Client
Frito-Lay North America, a subsidiary of PepsiCo
Summary
There is no more coveted marketing opportunity than the Super Bowl. With the chance to reach 113 million viewers – and a significant investment– there’s no room for error.
In 2023, PopCorners sought the big game ad as a formal introduction to the American public. And the ad needed to go beyond brand awareness to highlight key product differentiators and tell a memorable story.
For PepsiCo, the parent company for PopCorners, advertising during the Super Bowl is equal parts art and science. They partner with Zappi, the leading consumer insights platform, to power a test-and-learn model of creative development, centered on gaining consumer feedback in each step of its process.
PopCorners’ campaign: “Break into Something Good” featuring an homage to classic television show, Breaking Bad, in a commercial touted by Zappi and The Drum as one of the night’s most effective.
But there was a lot more to it than that. Namely,
- More than 3 rounds of creative testing across 5 months
- Over a dozen static and animatic storyboard concepts
- Comparing consumer data for big-game ads against more than 1,000 ad concepts from the PepsiCo brand
- Over 4,000 consumers providing critical feedback
By leveraging Zappi’s Amplify Ad System, PopCorners made its first impression to the American public an unforgettable one, nearly doubling YoY sales after the Super Bowl as a result, and went to the big game confidently, with data that was 60% more predictive of in-market success than legacy competitors.
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5
Creativity: Healthcare and Pharma
Company
Sanofi CHC Brazil
Client
Sanofi CHC
Summary
It’s impossible to talk about consumer healthcare communication without mentioning the Covid impact on the market in the last few years. With people afraid and concerned about their health, we saw many competitors arising - from branded medicines expanding their portfolio to generics dominating the market. The ambition is to strengthen Dorflex leadership as the pain expert, stepping up brand love for all generations. And, in such a dynamic and fast-changing market, our position was being threatened. With generics brands increasing investments with a low price strategy, Dorflex lost market share in 2022. We decided that the best way to make Dorflex stand out and to boost brand love was to look back at our roots: the Brazilian DNA. There’s no Brazilian OTC brand as strong as we are, so we decided to invest in it to take the brand to a new creative level. With great power comes great responsibility, and as the market leader, only Dorflex could lead this movement. Creativity was our strategy’s backbone from the very beginning: the best way to talk about it was through people's perspective, so we traveled Brazil’s 8.510.000 km² searching for true extraordinary stories of creativity and cleverness. We gathered +50 of them, and selected the best 5 to be the inspiration for our campaign. we’ve seen extraordinary results: 1.2 Bi impacts in on & off, 80% view rate, 99% brand health. Dorflex has been growing above market, gaining market share for the 3rd month in a row.
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Company
Interbrand
Client
Haleon
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Company
Iris Germany
Client
Alcon
Summary
Being diagnosed with cataracts can feel like being condemned to old age. Patients can feel helpless and resigned – leading to a shortcut decision to choose a basic lens. The standard option is replacement with a monofocal lens (which may require glasses1,2,3 for near and intermediate distances). But patients actually have much more choice than that.
Extended Vision Lens from Alcon provides excellent distance and intermediate vision, as well as functional near vision, reducing the dependency on glasses1.2.3. It's surgery that not only fixes people's vision, it can also reignite their zest for life.
Our launch campaign showed activities that would have been near-on impossible before the surgery, such as painting a landscape or navigating a tricky mountain path. We captured the renewed ‘joie de vivre’ of that moment in beautiful typographic renderings of a single, emotionally-driven word against a burst of vibrant colour. This emotional approach resonated brilliantly with our audience across digital, social and print media.
This is the very first Direct to Patient (DTP) campaign for an Intraocular Lens (IOL) Alcon has undertaken, and therefore there are no benchmarks or previous campaign learnings to leverage.
96% new website users, driven by campaign activity
+96% efficiency in CPA
93% VTR vs 80% benchmark
0.99% CTR vs 0.15% benchmark
*Please refer to relevant product direction for use for list of indications, contraindications and warnings.
1AcrySof IQ Vivity® Extended Vision IOL Directions For Use.
2Alcon Data on File, TDOC-055575. 09 April 2019.
3Alcon Data on File, TDOC-055576. 23 July 2019.
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Company
Stein IAS
Client
Dechra
Summary
Cushing’s disease kills a million dogs each year, often because the symptoms go undetected. Luckily Vetoryl, marketed by Dechra, is an effective treatment when diagnosis comes in time.
Dechra wanted to build an education campaign focused on detecting Cushing’s symptoms, that stood out against the serious and scientific sector norm.
A vet diagnosing Cushing’s is like a detective cracking a case. So, the Stein creative team saw an opportunity to create a spoof cop show, where the suspects were dogs hiding their Cushing’s symptoms.
The campaign was rolled out across Europe in eight languages, across multiple platforms, with an overall reach of 200,000 vets.
It was supported by an innovative online content experience, which was linked to in traditional and digital media.
This featured print trade ads, in-clinic leaflets and posters, emails, display banners on veterinary websites, organic/paid social posts, plus a PPC keyword structure and plan.
All materials directed vets to the content experience. This digital tool clearly laid out the possible symptoms and encouraged vets to investigate, play detective and solve a case of Cushing’s.
The market was awash with bland information delivered in reports and studies. This campaign had levels of craft and creativity that stood out in the veterinary world.
The result is a powerful communications strategy which is helping vets crack cases of Cushing’s across eight European markets and has taken Dechra’s marketing to new levels of effectiveness.
The campaign generated an immediate ROMI of 12:1, and an annual revenue run rate of €37.3M/$39.7M.
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Company
Bray Leino
Client
Olbas
Summary
We all know the feeling of being congested; but our challenge with this ad was how do we articulate that visually, bringing reassurance and empathy in a way that feels fresh and unexpected? Enter Lauren, who is full of cold. As it takes hold, she’s gradually surrounded by giant inflating balloons – demonstrating that sense of claustrophobia and constraint that being bunged up can bring. We really wanted to explore not just how it feels physically, but also the psychological effects of being unable to breathe. When we feel like there’s no escape… Lauren administers some Olbas, and the balloons slowly deflate allowing her to breathe easy again. We wanted to evoke feelings of nostalgia in our audience… those times as a child they were cuddled-up on the sofa feeling a bit poorly. Stop frame animation allowed us to do this; the handmade aesthetic helped us create a huge warm cuddle of an ad – something that felt a bit different in the healthcare sector.
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2
Creativity: Media
Company
We Believers
Client
AB INBEV
Summary
Burger King Mexico wanted to generate excitement surrounding the launch of their new Stacker Salvaje with four patties. So we used a medium that no other company could: the sign in front of the restaurants. We redesigned our logo so that instead of one “Burger” in Burger King, there were four, surprising consumers and effectively communicating the benefit in an easy-to-understand way.
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Company
Global / PHD
Client
British Heart Foundation
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4
Creativity: Media and Entertainment
Company
Amplify
Client
The LEGO® Group
Summary
“What if everything you ever dreamt was real?”
This was the opening line to the brief from The LEGO® Group, as an introduction to their latest IP - LEGO® DREAMZzz.
LEGO® DREAMZzz is a ten-episode TVseries created by LEGO that follows a group of children who discover a secret that has been kept for thousands of years… dream worlds are actually REAL. They’re places where children meet up and explore worlds together every night they go to sleep.
With this series, LEGO presented dreams not just as fantasies but as destinations that children could visit, and co-create within. Ultimately, a new reality.
How could we transport their audience into a completely new world that they’d never seen before? And how could they inspire a generation of young viewers to believe their dreams can be reality?
Alongside The LEGO® Group’s internal agency, Our LEGO® Agency (OLA) we took the essence of the LEGO® DREAMZzz IP, the blurring of what’s real and what’s not and launched our campaign in the same blurry area - truly placing our audience at the heart of the IP.
Rather than treating it as a conventional media campaign, we turned every component into a storytelling canvas, building an ongoing narrative that culminated in the launch film and captured the imagination of our dreamers.
The result?
A collaborative piece of work, with a single story that blended the worlds of our young audience, with the visual world of the series - quickly transporting them into this new “reality”.
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Company
DDB Worldwide Colombia
Client
ABInBev
Summary
We decided to break the rules of influencer marketing and reach Vs budget in media, by enlisting the BFFs of the country's most famous celebrities; our new gang is not famous, but they are always with their best friends, regardless of their fame; so, we enlisted Andrés Lopez, BFF of one of the biggest reggaeton artists, Daiky Gamboa, BFF of probably the most representative female in the reggaeton industry, Ivan Ceballos, BFF of one of the greatest soccer players in Colombia, the #10, and many more. They created content alongside their famous friends, always with a Poker beer in the situation, living moments of pure friendship, those moments were posted on the social media of the influencers' friends, which let us achieve great reach results thanks to the impact obtained when you have the BFFs of the most famous celebrities.
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Company
Sony Interactive Entertainment, Amplify, and adam&eveDDB
Client
Sony Interactive Entertainment
Summary
Sony Interactive Entertainment, Amplify, and adam&eveDDB reignite the hype for experiences on PS5 with a 'Live from PS5' campaign.
Immediately following the original launch of PS5 in 2020, it became very difficult, very quickly, to get your hands on a console. But in 2023, more PlayStation 5 consoles hit the shelves globally. So how do you reignite the hype around the brand, the console and the worlds that PS5 unlocks?
‘Live From PS5’ was designed to mimic a real news network, featuring journalists from around the world reporting on the captivating happenings within the various PS5 worlds. This innovative concept brought the console's unique experiences to life.
The execution of the mixed-media campaign was both ambitious and comprehensive. The campaign spanned 51 markets and ran in 32 languages, with journalists reporting real-time news updates. Over 600 assets were deployed across multiple channels, including television, social media, out-of-home advertising, digital displays, and high-impact special-builds, all within a 4-week period.
The results of this creative campaign were nothing short of remarkable. Sony sold 19.1 million PlayStation 5 consoles in the financial year, beating its own forecast of 18 million. That was up from 11.5 million PS5 units sold in the previous fiscal year when Sony was facing supply chain issues - which demonstrates a 66% increase.
In summary, the ‘Live From PS5’ campaign effectively reinvigorated the demand for the PS5 console, achieving significant sales growth and solidifying its place as a game-changing product in the gaming industry.
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Company
Drum OMG
Client
Go.Compare
Summary
Where do you draw the line between ‘advertising brand mascot’ and ‘cultural icon’? By deliberately blurring that line, we created a campaign that delivered significant business outcomes for a brand which operates in a tightly contested, highly commoditised but incredibly undifferentiated sector: insurance price comparison.
Partnering Go.Compare’s divisive but iconic character Gio Compario with The Voice UK, one of the biggest music entertainment properties on the planet, set the brand on a path which has already saved 8% on their SEM budget and many millions more over the years to come.
‘The Voice of Choice’ campaign aped the style of the well-known TV format and saw Gio and Wynne conduct their own talent search - to find Go.Compare’s ‘Dot’ - a third tenor who would star alongside them on stage during the show’s final. The prize on offer for this emerging musical talent? The once-in-a-lifetime opportunity to sing the ‘DOT!’ in a new jingle promoting the brand’s new URL.
Eighteen 10” & 15” films were broadcast alongside the TV show. Shot on a modified The Voice UK set, tailored to mimic the show’s schedule - from auditions to coach mentoring and the final itself. Singing dogs, magicians and everything in-between helped develop the story arc at each stage and keep an avid audience entertained without fatigue.
A 3 minute branded mockumentary “The Wynners Story”, told the full story of “The Voice of Choice” for those not watching along on TV.
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Creativity: Metaverse
Company
Journee
Client
Clinique
Summary
Clinique is a global dermatologist-developed skincare brand known for their quality and scientific approach. In early 2023, they teamed up with Journee Technologies, a leading global end-to-end metaverse expert, to create the “Clinique Virtual Lab” - an immersive metaverse experience that takes you through the company’s products, vision and commitment, all on a beautiful interactive virtual island.
The goal was to show Clinique's dedication to creating digital spaces, and enable customers to experience the brand in a way that demystifies dermatology and the laboratory process, improves the online retail experience, and helps people understand how products are made and what goes into them - all while engaging customers in a space the removes the stereotype of labs being boring spaces with white walls and sterile glass.
Described by Forbes as “A Winning Formula For Web3 Retail”, the lab bridged the divide between technical acumen and creative expression. It pushed the limits of Web2 and made the retail world see what Web3 and the Metaverse could actually look like for their brands.
The Lab was accessible on any device and browser, in 21 different languages and across 36 different markets. It was one of the first metaverses ever to be fully integrated with a brand’s existing web presence instead of stand alone - including existing eCommerce platform and online skincare consultants.
The results are extremely positive; session time increased 270%, eCommerce Conversion Rate increased over 50%, and Average Order Value went up 10%.
Experience it yourself before September 15th at www.clinique.com/the-clinique-lab
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Company
Publicis Groupe: Digitas, Fallon, Publicis NY
Client
Walmart
Summary
In 2022, Walmart, the world’s biggest retailer, captured the hearts and minds of young adults. It’s where they bought everything. The Challenge: While they had love for Walmart, the relationship was largely transactional…getting goods at a low price1. This presented a problem when inflation and global supply issues brought commerce to a standstill. So how could the supplier of almost everything continue building love for the brand without all the things? The Solution: Walmart transformed itself from a supplier of things to a supplier of experiences. Capitalizing on the explosive growth of Roblox, we created Walmart Land, a first-of-its-kind experience that changed the way young adults experienced the brand, delivering a new path for discovering everything they love. From learning to DJ, exploring fashion trends, meditating, or playing Netflix trivia, we made all their favorite things accessible – and supplied a healthy dose of rewards – without it costing them a dime. Then, we took it up a notch, giving our audience free front-row seats to a ground-breaking music festival, Electric Fest, featuring the hottest artists. Within the first two weeks we saw 4.9 million visitors. We were featured in over 500 articles. More importantly we grew our audience’s love for Walmart, seeing a massive 10% lift in “Brand Affinity” and 21% lift in “Likely to Recommend”. 234 Plus, we earned one of the Top 5 gaming activations of 2022. Walmart Land ultimately deepened our relationship with young adults and helped Walmart continue our promise of helping people “Save More.
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5
Creativity: Not-For-Profit, Charity and Government
Company
Alma DDB
Client
Change the Ref
Summary
In 2020, Change the Ref launched Ballots Against Bullets, a campaign exposing politicians who failed to reduce gun violence. The campaign superimposed voter ballots over crime scene images from mass shootings, with bullet holes checking the boxes for politicians in office when the shooting took place, and who failed to prevent the crime through gun reform.
Following the first edition’s success, the bar for creativity and impact was already high, so it was important this work pushed the conversation forward. The creative approach had to look new and shock voters with the same message. To do that, our effort took a personal approach, enlisting real survivors of gun violence to make the case for gun control. The images superimposed voter ballots over the survivors' bullet scars, using their wounds to “check” the box for politicians opposing gun reform.
The goal was to continue driving awareness around why gun policies matter during voting, while highlighting politicians who have historically failed to support measures reducing gun violence in the U.S. Our target audience was U.S. voters, especially in states where notorious pro-gun politicians would run including Florida, Texas and Georgia. Running the day before the election, the campaign was showcased on 40 billboards, posters and projections strategically placed near voting sites in Florida, Georgia and Texas. The prints showcased in each state corresponded to the real state ballots
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Company
dm9
Client
Urihi
Summary
60% of Brazilian gold comes from illegal mining in Indian Protected Land, which has dire consequences to the Yanomami people and the Amazon.
50T gallons of mercury dropped in the rivers led and continue to lead to the most severe humanitarian crises in Brazils history. Poisoning the food, killing the fish, the land and the animals. Killing the Forrest. Killing the Yanomami. The Guajajara. The Tapajó.
People don’t know that. So we chose a global event, the one most associated with gold, to ask for everyone’s attention, so the world starts to rethink their relationship with gold and pressure the industry for stricter laws against illegal gold mining.
We created a statue to become a symbol of our fight, and offered it to all Oscar nominees - inviting them to become allies.
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Company
Gift of Life Marrow Registry
Summary
To raise awareness of its life-saving work, Gift of Life Marrow Registry partnered with adam&eveDDB New York on a campaign that showcases the special connection between blood stem cell and bone marrow donors and their recipients. The campaign uses a strong visual typography of matched donors and recipients to showcase this bond and mirror the transplant procedure. It features ads that lead to online content, including videos, through URLs that use the date of the recipient’s transplant.
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Company
House 337
Client
Women's Aid
Summary
2022 saw the first ever winter tournament, meaning more abusers would be at home, posing an even greater risk. Women’s Aid, a small domestic abuse charity, needed the entire nation to support these women. So we took England’s beloved football chant, ‘It’s Coming Home’ and changed one word to give it a powerful new meaning… HE’S COMING HOME.
Despite no media spend the campaign went viral. Every major news outlet picked it up, generating a combined reach of 222 million.
All because of three words.
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Company
House 337
Client
PETA
Summary
Every year more than 1 billion animals are slaughtered for their skins. Many of the clothes, shoes and accessories that we wear come from cows, sheep, birds and snakes that are bred for their skin and wool and often suffer in horrific circumstances.
‘Red River Farm’ is a twist on a kids TV show, with an unflinching explanation of how clothes are really made and the consequences for the animals involved.
We created a newsworthy film to ensure interest from the biggest publishers. It was picked up by titles including the Daily Mail and Metro, with a combined reach of 115 million and an estimated 820K views.
We created resonance with some of the UK’s largest influencers, reaching the networks of: Gemma Collins (2.2m), Jessy Barden (2.1m) and Shabaz Says (1m) among others and generating over 400k views.
This increased awareness also changed opinions, with comments like:
“Feels like veganism is too focused on the food aspects and people forget the other ways animals are exploited”
We are left with a simple message of hope, asking the audience to: “Shop like their lives depend on it”.
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4
Creativity: Out Of Home
Company
VMLY&R Commerce
Client
The Coca-Cola Company
Summary
Every 4 years, hundreds of millions of fans around the world set their eyes on the World Cup, but when their team is playing and magic is on the pitch, there is one thing fans hardly set their eyes on; Our Billboards.
For the past 44 years Coca-Cola has been investing millions of dollars on pitch side advertising that has easily turned into landscape or even worse, background noise.
So, this World Cup Coca-Cola turned passive media into action.
We created a Mobile Web App linked to Live TV Broadcast and time-locked during every match, all fans had to do was spot a Coca-Cola billboard and be fast enough to match it with the bottle label to unlock an offer.
By partnering with Buffalo Wings, Colombia’s top chicken wings restaurant and football fan’s go-to venue, we took Coca-Cola from Qatari stadiums straight into Colombian fan’s hands.
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Company
House 337
Client
Women's Aid
Summary
2022 saw the first ever winter tournament, meaning more abusers would be at home, posing an even greater risk. Women’s Aid, a small domestic abuse charity, needed the entire nation to support these women. So we took England’s beloved football chant, ‘It’s Coming Home’ and changed one word to give it a powerful new meaning… HE’S COMING HOME.
Despite no media spend the campaign went viral. Every major news outlet picked it up, generating a combined reach of 222 million.
All because of three words.
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Company
Sony Interactive Entertainment, Amplify, and adam&eveDDB
Client
Sony Interactive Entertainment
Summary
Sony Interactive Entertainment, Amplify, and adam&eveDDB reignite the hype for experiences on PS5 with a 'Live from PS5' campaign.
Immediately following the original launch of PS5 in 2020, it became very difficult, very quickly, to get your hands on a console. But in 2023, more PlayStation 5 consoles hit the shelves globally. So how do you reignite the hype around the brand, the console and the worlds that PS5 unlocks?
‘Live From PS5’ was designed to mimic a real news network, featuring journalists from around the world reporting on the captivating happenings within the various PS5 worlds. This innovative concept brought the console's unique experiences to life.
The execution of the mixed-media campaign was both ambitious and comprehensive. The campaign spanned 51 markets and ran in 32 languages, with journalists reporting real-time news updates. Over 600 assets were deployed across multiple channels, including television, social media, out-of-home advertising, digital displays, and high-impact special-builds, all within a 4-week period.
The results of this creative campaign were nothing short of remarkable. Sony sold 19.1 million PlayStation 5 consoles in the financial year, beating its own forecast of 18 million. That was up from 11.5 million PS5 units sold in the previous fiscal year when Sony was facing supply chain issues - which demonstrates a 66% increase.
In summary, the ‘Live From PS5’ campaign effectively reinvigorated the demand for the PS5 console, achieving significant sales growth and solidifying its place as a game-changing product in the gaming industry.
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Company
Sips and Bites / Splendid
Client
Doritos
Summary
We were tasked with launching Doritos’ ‘hot’ new collaboration with the iconic home of flame-grilling, Burger King.
With over 60% UK adults report they rarely pay attention to billboards we knew this was a space we could make our mark. We wanted to make a statement with OOH that grabbed attention and landed the unique attributes that made this collaboration so desirable. We had to combine Doritos’ bold brand, our distinctive triangle chips and Burger King’s flame grilling expertise to create a moment that got everyone talking about the partnership. Following weeks of teaser content and social interaction that we’d orchestrated between the home of flame-grilling and the home of tortilla chips to drive hype, we finally announced that there was ‘no smoke without fire’ in the most fame-driving, eye-catching and downright brave way possible…
We flame-grilled our own ad at a Burger King in the Northeast - an area where the fewest people in the UK pay attention to billboards - so while they flame grilled Whoppers inside, we flame grilled a 200 square foot Doritos billboard outside. We had just 30 seconds to flame grill the billboard and one chance to capture it. The execution had to be flawless. 25 test burns were conducted over 4 different billboard sizes.
Impressions 185+ pieces of coverage globally
Over 700 article social shares
Reach +10 million people.
Over £1.8mm of advertising was earned
And most importantly, in its first week Whopper Doritos became the bestselling Doritos flavour in the UK
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3
Creativity: PR
Company
Allison
Client
AB InBev – Budweiser
Summary
Budweiser as a brand has always been synonymous with the World Cup - having been an official sponsor since 1986. And beer has always been synonymous with the fan experience and celebrations surrounding the game even longer. Much to our surprise, two days before the Cup kick-off, beer was banned from being sold to fans in- and around the stadiums in Qatar. With that, Budweiser was left with a warehouse full of beer that could not be sold. And a global marketing and experiential plan, four years in the making, completely turned on its head. We couldn’t let this opportunity go to waste. So we flipped the script and announced that we'd give away all of the would-be World Cup beer to whichever country won the Cup. It wasn't just about re-mobilizing a behemoth plan and global organization. But also about galvanizing fans around a new movement called #BringHomeTheBud
The internet and news media went into a frenzy as the word spread that beer was going to be banned at the World Cup in Qatar. With a simple tweet acknowledging the “awkwardness” of the situation, we made our first move. Shortly after, we followed up to announce that we were giving away all of the World Cup Budweisers to the winning country. After media picked up our retort, we doubled down by telling the world that all of the World Cup beer would go to the winning country.
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Company
Seven Communications
Client
Girlguiding
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Company
BBH Singapore / LePub
Client
Heineken
Summary
Produced in a limited edition of 32, Heinekicks were handcrafted by The Shoe Surgeon, the world’s best shoe customiser and a key influencer with 1.1m followers. The sneakers came in iconic brand colours of green, red, and silver. A secret compartment hid a brushed metal bottle opener, and for the real kicker, Heineken Silver was surgically injected into its clear bubble soles, giving its wearer the sensation of walking on beer.
Heinekicks was a promotional item for us to drum up hype for launch while sidestepping the restrictions on beer advertising in dark markets, and representing the shift towards a more irreverent, bold brand tonality that was catered towards Gen-Z. Heinekicks were promoted on social media channels, in both online and offline channels to spread the brand launch, while also driving beer sampling and sales.
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4
Creativity: Pure Originality
Company
Valtech RADON
Client
Eton Shirts AB
Summary
In a global recession, premium men’s shirt brand Eton Shirts wanted to boost their e-commerce sales in the US market. But how do you sell white shirts to Wall Street types with wardrobes filled with only white shirts when the market is bleeding? By turning the economic downturn into an opportunity.
We created The Index Shirt – the first ever product with its price pegged to the Nasdaq index. This unusual pricing mechanism triggered our hard-to-reach audience to engage with the brand and to strike when the price was right. The results for this short-term campaign exceeded all expectations, with a 42% increase in new customer acquisition, a doubling of organic site traffic, and the best-selling seasonal item of 2022. We also saw a record level of brand search queries and reached an audience of 142 million through media coverage.
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Company
VMLY&R Commerce & VMLY&R UAE
Client
The Coca-Cola Company
Summary
Coke wanted to stand out and truly engage with Pepsi loving Saudis. However, it knew its lack of relationship with them would be a problem.
As it was impossible to force its way into their hearts, Coke decided to leverage something they already loved: TV, Movies and Technology.
Whilst Pepsi ruled the shelves, Coke was the king of mainstream entertainment, being part of the big screen for decades, in hundreds of shows and movies.
“I See Coke” connects consumers to content that’s not only entertaining, but something they love.
This emotional connection activates consumers, shifting their mindset into buyer mode, triggering a new habit while driving consumer lifetime-value up.
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Company
Sony Interactive Entertainment, Amplify, and adam&eveDDB
Client
Sony Interactive Entertainment
Summary
Sony Interactive Entertainment, Amplify, and adam&eveDDB reignite the hype for experiences on PS5 with a 'Live from PS5' campaign.
Immediately following the original launch of PS5 in 2020, it became very difficult, very quickly, to get your hands on a console. But in 2023, more PlayStation 5 consoles hit the shelves globally. So how do you reignite the hype around the brand, the console and the worlds that PS5 unlocks?
‘Live From PS5’ was designed to mimic a real news network, featuring journalists from around the world reporting on the captivating happenings within the various PS5 worlds. This innovative concept brought the console's unique experiences to life.
The execution of the mixed-media campaign was both ambitious and comprehensive. The campaign spanned 51 markets and ran in 32 languages, with journalists reporting real-time news updates. Over 600 assets were deployed across multiple channels, including television, social media, out-of-home advertising, digital displays, and high-impact special-builds, all within a 4-week period.
The results of this creative campaign were nothing short of remarkable. Sony sold 19.1 million PlayStation 5 consoles in the financial year, beating its own forecast of 18 million. That was up from 11.5 million PS5 units sold in the previous fiscal year when Sony was facing supply chain issues - which demonstrates a 66% increase.
In summary, the ‘Live From PS5’ campaign effectively reinvigorated the demand for the PS5 console, achieving significant sales growth and solidifying its place as a game-changing product in the gaming industry.
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Company
Tangerine Communications
Client
Specsavers
Summary
Owning a share of the conversation during the biggest sporting event of the year, the World Cup, for Specsavers, when they were not an official sponsor was an exciting challenge.
We couldn’t sponsor or mention the real England team, so we created our own. Bad lookalikes is a running joke in the footballing community, one that @specsavers often gets tagged in. Playing on the iconic ‘Should’ve gone to Specsavers’ line, we created our very own Eng-errrrland team, made up entirely of questionable footballing lookalikes from across the UK. We positioned them as “The Specsavers Second Squads: Remove glasses for best results,” unveiling them to the world alongside the real England squad.
Before a single ball had been kicked in the tournament we reached 17 million, increasing to 52 million by the time the final whistle blew… not bad for a team that didn’t even make the play offs.
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Creativity: Retail
Company
Valtech RADON
Client
Eton Shirts AB
Summary
In a global recession, premium men’s shirt brand Eton Shirts wanted to boost their e-commerce sales in the US market. But how do you sell white shirts to Wall Street types with wardrobes filled with only white shirts when the market is bleeding? By turning the economic downturn into an opportunity.
We created The Index Shirt – the first ever product with its price pegged to the Nasdaq index. This unusual pricing mechanism triggered our hard-to-reach audience to engage with the brand and to strike when the price was right. The results for this short-term campaign exceeded all expectations, with a 42% increase in new customer acquisition, a doubling of organic site traffic, and the best-selling seasonal item of 2022. We also saw a record level of brand search queries and reached an audience of 142 million through media coverage.
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Company
Zulu Alpha Kilo
Client
Sephora Canada
Summary
Many Canadians, especially BIPOC individuals, feel unseen by the beauty industry. But as one of the world’s biggest beauty brands, Sephora can influence and expand our understanding of beauty. With Sephora’s Colour iQ Shade Matching Technology, we had an opportunity to address this issue and build on the brand’s belief that we are all beautiful with a 360° campaign and interactive installation called Sephora Illumination. Through TV, OLV, OOH, and a weeklong Activation, Sephora Illumination explored and celebrated the idea that every shade of beauty deserves to shine.
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Creativity: Social Media
Company
Viral Nation Inc.
Client
7-Eleven Canada
Summary
7-Eleven Canada, notable convenience store chain, approached Viral Nation to develop a new, summer focused social media campaign to position them as this summer’s top choice for Gen-Z customers seeking food and snack options, positioning 7-Eleven as the go-to destination for taking the party on the road.
Whether it’s a road trip out west, a pool party with friends or a mid-afternoon siesta, the swangy, the spicy, the swarty can fuel your party. Our focus was creating a 360 summer campaign that is in tune with Gen Z’s need for convenience, spontaneity and creating memories with friends by positioning 7-Eleven as the key player that lets Gen Z take the party anywhere with them this summer. Through a series of short-form videos and social media content targeted to appeal towards the Gen Z audience, we established 7-Eleven as the ultimate destination for a ‘slurptacular’ experience to satisfy food and beverage cravings, driving consumers in-store, or to the delivery app, all summer long, truly proving that it really is “Summer, 24-Sev.”
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Company
Ogilvy UK
Client
Argos
Summary
Make Yourself, at Home content delivered significant shifts in perception
• +4pt lift in brand favourability
• +3.1pt lift in perception that “Argos gives me idea and inspiration to find what I’m looking for”
• +7pt lift in perception that “Argos sells high quality home and furniture products”
Head-turning ROI
MMM data shows that Make Yourself, at Home generated £77 of revenue for every £1 spent.
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Company
DDB Worldwide Colombia
Client
ABInBev
Summary
We decided to break the rules of influencer marketing and reach Vs budget in media, by enlisting the BFFs of the country's most famous celebrities; our new gang is not famous, but they are always with their best friends, regardless of their fame; so, we enlisted Andrés Lopez, BFF of one of the biggest reggaeton artists, Daiky Gamboa, BFF of probably the most representative female in the reggaeton industry, Ivan Ceballos, BFF of one of the greatest soccer players in Colombia, the #10, and many more. They created content alongside their famous friends, always with a Poker beer in the situation, living moments of pure friendship, those moments were posted on the social media of the influencers' friends, which let us achieve great reach results thanks to the impact obtained when you have the BFFs of the most famous celebrities.
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Company
D3
Client
Frito-Lay North America
Summary
Ever since Lionel Messi’s announcement of joining Inter Miami came to light, the celebratory mood hasn’t stopped in the United States. Whether you are a soccer fan or not, Americans have been hyped about the GOAT’s arrival.
With a natural connection to the GOAT (the brand recently featured him in a TV advertisement and put Messi’s face on limited-edition chip bags to celebrate the UEFA Champions League) the potato chip brand knew they needed to jump in on the excitement. And what better way to welcome the GOAT than with 807 (now 808) actual goats representing each one of Messi’s goals.
Frito-Lay’s in-house agency D3 created content showing a farmer shepherding 807 (mostly CGI) goats—one for each of Messi’s career goals—out into a field to form Messi’s face and set to the tune of the unofficial anthem for Argentine soccer. This content went live just before Messi’s first game and memorable goal in Miami. So, naturally, a new version was released with an extra goat to match the 808 goals from Messi throughout his career.
In less than 21 days this went from an idea pitched over text message to the Frito-Lay US CMO to three pieces of content garnering 12 MILLION Total Impressions, 8.4 MILLION Total Video Views, 34.4K Followers Gained and an almost 10% Average Video View Rate across platforms.
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Company
Purpose.Ant
Client
Pizza Hut
Summary
In order to enhance the Pizza Hut brand equity of R.E.D "Younger and Everyday" and maintain its position as the number one top-of-mind brand, this year's goal of the brand was to take the excitement, targeting Gen Z, to the next level. The challenge was that pizza is only for big days & big groups. How can Pizza Hut’s My Box, the affordable meal for solo eaters, connect to our target audience Gen Z? We decided to employ a bold “Don’t lead your life ’til you lead your bite” campaign, launching My Box as a trendy “self-help” book in Gen Z’s unique mocking culture. Stemming from the insight that self-help content, which had been trendy lately in Vietnam, paradoxically irritated Gen Z and created unnecessary peer pressure, we actually mocked the self-help content with a disguised MyBox as a “self-help" book that any Gen Z would be ironically proud to have.
The “book” provided thoughtful self-help advice, the “book” provided condensed content, turned out to be a book professionally published by trusted hungry eaters who love food and love to lead their life. The book helped to lead your life only by eating... It's food for thought, and food for the stomach, too! By the end, the mocking campaign had successfully stayed side by side with Gen Z and helped the brand strongly hold the number one TOM position (awareness index reached 50% with a 4% increase after the campaign), effectively converting Gen Z into its customers (17% increase in conversion rate from consideration to purchase), and stirred the social community with a dominant SOV ranked at the first position (52%). The campaign has helped Pizza Hut prove its leadership, making the industry exciting and relevant to the youth.
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Company
Harvest Creative at Danone North America
Client
SToK Cold Brew Coffee
Summary
The creative strategy was simple, we were sponsoring a stadium and football club in a country where the consumption of our cold brew coffee product is not at all mainstream. We built a strategy focused on entertainment and anchored in a consumer truth – we went after tea culture in a big way by juxtaposing STōK Cold Brew with the team’s afternoon teatime tradition. We found the perfect partner in Maximum Effort who saw the overlap between obsessive cold brew fans and football fans with no chill.
While the campaign launch included an integrated marketing plan (PR, OLV/FEP, paid social, podcast audio partnership, owned channels, and shopper), shortly after it extended to the Wrexham U.S.A. Invasion as well as a partnership with the Men in Blazers podcast that has been covering this sport for over a decade. The campaign will continue with additional tentpole moments throughout 2023 and beyond as the multi year partnership evolves in the future.
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3
Creativity: Travel, Leisure and Sport
Company
Little Black Book (LBB) on behalf of Singapore Tourism Board
Client
Singapore Tourism Board
Summary
The #SingaporeInspired 2023 campaign celebrated the vibrant culture of Singapore through a collaboration between LBB, Singapore Tourism Board, and three homegrown brands.
It showcased unique, culturally influenced #SingaporeInspired collections from the best of Indian Retail & High-street brands like RSVP by Nykaa Fashion, Chumbak and The Souled Store, captivating the audience with multiple touchpoints such as engaging content, influencer collaborations, and a memorable launch event in the City of Dreams - Mumbai.
The campaign resulted in increased brand awareness, higher engagement, and significant sales growth, making it a standout contender for the prestigious Drum Awards.
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Company
Allison
Client
AB InBev – Budweiser
Summary
Budweiser as a brand has always been synonymous with the World Cup - having been an official sponsor since 1986. And beer has always been synonymous with the fan experience and celebrations surrounding the game even longer. Much to our surprise, two days before the Cup kick-off, beer was banned from being sold to fans in- and around the stadiums in Qatar.
With that, Budweiser was left with a warehouse full of beer that could not be sold. And a global marketing and experiential plan, four years in the making, completely turned on its head.
We couldn’t let this opportunity go to waste. So we flipped the script and announced that we'd give away all of the would-be World Cup beer to whichever country won the Cup. It wasn't just about re-mobilizing a behemoth plan and global organization. But also about galvanizing fans around a new movement called #BringHomeTheBud
The internet and news media went into a frenzy as the word spread that beer was going to be banned at the World Cup in Qatar. With a simple tweet acknowledging the “awkwardness” of the situation, we made our first move. Shortly after, we followed up to announce that we were giving away all of the World Cup Budweisers to the winning country.
After media picked up our retort, we doubled down by telling the world that all of the World Cup beer would go to the winning country.
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Company
72andSunny
Client
United Airlines
Summary
In 2022, United Airlines launched a new brand platform: Good Leads the Way. Not just a tagline, but a shared company mission. A commitment to being more than just an airline, but a force for good in the world. That commitment is reflected in United’s sustainability efforts. Where other airlines and companies are relying on traditional carbon offsets to reach their sustainability goals, United’s pioneering investments in real solutions that tackle emissions at their core. Committed to becoming 100% carbon neutral by 2050, without relying on traditional carbon offsets, United has invested in more sustainable aviation fuel (SAF) production than any other airline in the world. As a leader in the space, United wanted to help promote the benefits of flying with SAF (85% reduction in emissions on a lifecycle basis!) for the entire industry.
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3
Creativity: TV, Video and Film
Company
The&Partnership
Client
Canada Post
Summary
For the launch of its new carbon neutral shipping initiative, Canada Post’s “Lighter on the Earth” campaign paired the natural beauty of the Canadian landscape with a clever visual metaphor – transparent boxes that represent the lighter carbon impact Canada Post shipments now have on the environment.
Shot and produced in a carbon-neutral manner, the campaign’s film features transparent boxes gliding effortlessly through the Canadian landscape, their presence hardly noticed by people and animals alike as they travel to their destinations without disturbing the environment around them. The film shoot was equally low impact, employing a limited crew, the use of natural light, and the donation of leftover wardrobe, set pieces and catering to local charities. In addition, 92% of waste was diverted from landfills and all remaining emissions were offset through the purchase of certified Canadian carbon credits.
Not only has the campaign won raves from the likes of Ad Age, The Drum and Muse by Clio, it’s helped the brand reach its key goals of awareness, perception and consideration. As a direct result of the “Lighter on the Earth” campaign, Canada Post has seen:
• A 63% lift in perception amongst consumers as an environmentally responsible company
• A 28% lift in perception as an ethical company
• A 58% increase in the likelihood of choosing Canada Post when sending a package
• 51,000 landing page visits
• 152 million media impressions
A win for the environment and a win for Canada Post!
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Company
Havas New York
Client
The Brooklyn Film Festival
Summary
Background: The Brooklyn Film Festival is a prestigious, independent film festival that showcases films from around the world. For this, their 26th year, their task was to create promotional films to draw people to the festival.
Insight: A.I. is nothing new, but its threat to creatives is. Artists and creatives are feeling threatened by the latest wave of A.I. developments such as Chat GPT and Midjourney. Brooklyn Film Festival wants to show that human experience, good or bad, will forever give us the edge over computer generated creations.
Idea: A.I. is developing faster than ever. It has painted ‘original’ art, written a new episode of Seinfeld and composed a hit song. All while being readily available to the masses through programmes such as Chat GPT and Midjourney. To the Brooklyn Film Festival’s audience of filmmakers, artists and creators, the future seems to be less secure than ever.
Execution:
Gil’s Grills A woman has to live her life with a grill permanently stuck on her teeth. She uses this life experience as inspiration to create a film better than A.I. ever could.
Results: The 2023 Brooklyn Film Festival saw ticket sales reach the highest level ever, and out of 42 physical screenings, 13 sold out completely with over 200 heads per screening. Across all 42 screenings, the festival recorded a record average attendance of 110 people per screening.
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Company
The Gate London
Client
The AA
Summary
“It’s OK, I’m with the AA”
Since 1905, The AA has been committed to putting UK drivers first. A brand that has been a symbol and source of expertise and support for its members is now a pioneering, multi-service provider for the modern, ever-changing driving world. The AA ensures, reflected in a new brand line, that its members are ‘Always ahead’ whether that is through learning superior driving skills for life, buying and selling second-hand cars with confidence, bossing your car’s maintenance or owning the unknown with award-winning insurance and the country’s most awarded Roadside Assistance fleet.
The campaign “It’s OK, I’m with the AA” embodies the optimistic, unshakeable confidence UK drivers can have when they are with The AA, now and for the future. It celebrates feeling confident in the face of moments that would faze you if you were not an AA member.
The campaign uses humour to create stand-out, features a cast of AA members experiencing moments where they are confident no matter what happens, whether that’s a dad putting the wrong fuel in his car as his excited family waits to go on holiday, a patient faced by an X-ray revealing an unusually misplaced key, a learner driver navigating a swirling vortex or a dad gifting a new car to his son which promptly gets hit by a meteorite. These scenes are set to Chopin’s Waltz no 7.
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