Innovative Advertising (2018)

2018 PLANNING DIRTY
BRAND ACTIONS LIBRARY

Planning Dirty Brand Actions Library has
200+ innovative advertising examples from 2018.
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TABLE OF CONTENTS
● Quick Service
● Alcohol
● Soft Drinks
● Packaged Foods
● Petcare
● Healthcare
● TV Shows
● Banking/Financial Services
● Auto
● Business to Business
● Tourism
● Not -for- Proﬁts
● Delivery and Transportation
● Retail
● Fashion
● Beauty
● Telecommunications
● Multicultural

5
5
QUICK SERVICE
Table of Contents

GOOGLE HOME
HACK
DESCRIPTION:
As smart speakers have started invading homes and reacting to
what is happening around them, Burger King decided to take
advantage of that new presence in its customers’ homes.
In a TV spot, they decided to talk directly to Google Home
speakers, triggering an action with the “OK Google” formula, so
you can learn more about their most iconic product, the Whooper.
This hack had so much momentum Google decided to block that
speciﬁc request, generating even more PR for BK.
LINK
BURGER KING

PAVING FOR
PIZZA
DESCRIPTION:
Pizzas are mostly delivered at home. And they’re fragile.
The more hectic the state of the roads in your
neighborhood, the less intact your pizza will be on arrival.
That’s why Domino’s Pizza decided to “pave for pizza.”
Citing potholes as one of the biggest foes of pizza integrity,
Domino’s decided to cover them up for the sake of
customer satisfaction.
The covered potholes were branded, and on a dedicated
website one could nominate his/her city to improve the
quality of its roads and get rid of these high pizza mortality
ﬁgures.
LINK
DOMINO’S PIZZA

FCK
DESCRIPTION:
In shifting one letter, KFC became FCK, and immediately
captured not only the mood of the whole of the KFC
organisation, but also the mood of a nation that until then
hadn’t realised how much it wanted KFC. It’s a deliberately
provocative and human response to a crazy problem,
backed up with an understated, but heartfelt body copy that
explained a bit more about the situation. It also allowed KFC
the opportunity to apologise to both the public, and their
employees about the company running out of chicken.
LINK
KFC

FLIP
DESCRIPTION:
For one day, across the US, the world's most recognized
brand was transformed into a symbol of gratitude for women
- past and present - celebrating their contributions to
creating what McDonalds what it is today.
LINK
MCDONALD’S

SCARY CLOWN NIGHT
DESCRIPTION:
Everybody is afraid of clowns. Except for Burger King.
To prove it, the King decided to face its fear and invite our
scariest enemy for a meal. The message was simple: "Come
as a clown, eat like a king.” During the night of Halloween
celebrations, Burger King will give away a Whopper to
everyone that comes dressed as a clown.
LINK
BURGER KING

DESCRIPTION:
To celebrate Final Fantasy XIV: Stormblood, Dominos
Australia has announced a new Mogul pizza, Chocobo
Chow, and a gaming meal that includes a free download
code for Final Fantasy XIV: Stormblood for PC and
PlayStation 4.
The new Chocobo Chow pizza is topped with chicken (the
Chocobos of Earth), pineapple, capsicum, mushrooms, onion
and spring onion. In addition to the all-new creation,
Dominos have renamed some of their most popular pizzas
in celebration: Moogle's Meatlovers (BBQ Meatlovers),
Curious Cactuar (Vegorama), Stormblood Supreme
(Supreme) and Hawaiian Heavensward (Hawaiian).
LINK
STORMBLOOD EDITION
DOMINOS

INSTAGRAM MENU
DESCRIPTION:
Instagram Menu integrates social networks with point of
sale. It also uploads photos of people eating McDonalds on
Instagram to one of the company’s restaurant menu boards,
breaking all McDonalds’ guidelines on how to show appetite
appeal in the moment clients are actually deciding on what
to buy. The brand relies hence on the lifestyle and good
vibes of the subjects on Instagram instead of photoshopped
appetite appeal photos.
LINK
MCDONALD'S

PIE TOPS II
DESCRIPTION:
Pizza Hut recently announced the release of its Pie Tops II
sneakers, just in time for March Madness. The sneakers use
Bluetooth technology that allows its wearer to pause their
TV and order pizza.
LINK
PIZZA HUT

SIGNING STORE
DESCRIPTION:
Starbucks is opening its ﬁrst U.S. cafe staﬀed by employees
who are partially or fully deaf - and capable of
communicating in American Sign Language - in early
October.
The company is converting an existing Starbucks location
near Gallaudet University, in Washington, into what it calls a
Signing Store. The chain will hire 20 to 25 people from
across the country who know ASL.
LINK
STARBUCKS

DESCRIPTION:
Disasters can strike anywhere - even with pizza: it could get
cold, or the dog could eat it. It could fall into a puddle or get
run over by a bus. Whatever happens, Dominos is now
claiming that it will "insure" your pizza by replacing it with
another one completely for free.
LINK
CARRYOUT INSURANCE
DOMINOS

16
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ALCOHOL
Table of Contents

DESCRIPTION:
Veuve Clicquot is one of the most iconic champagne brands
in the world. However, people know very little about the
Veuve Clicquot historical ﬁgure herself (Veuve Clicquot =
Widow Clicquot in French). Is she real? What was her role in
building the brand? Her life may be richer than you’d expect
it to be.
Being one of the ﬁrst French business women of modern
times, the brand has the opportunity to connect today’s
feminist values while emphasizing its historical legitimacy.
This is why the brand launched a 15-episode podcast to
narrate the amazing life of Madame Clicquot, with facts and
events ranging from her personal life as a widow, her
economic background, and how champagne was, and still
is, made.
LINK
Veuve Clicquot
TALES OF WOMEN’S
ENTREPRENEURSHIP

DESCRIPTION:
When Hurricane Harvey hit the US last year,
Anheuser-Busch stopped production of beer to provide
drinking water to residents in affected Southern states and
Puerto Rico. The company assembled a team to tailor
content and media requests around its efforts, maintaining a
humble tone that emphasised employees' acts of kindness
in a year defined by division.
Anheuser-Busch has provided emergency drinking water to
crisis-hit areas in the past, but this time the storytelling
approach won positive profile for the firm and ensured
social media pickup, as well as strengthening employee
engagement.
LINK
ANHEUSER-BUSCH
TURNING BEER INTO
WATER

LE BECK’S
DESCRIPTION:
The inspiration behind this unique Beck’s packaging was
to bring canned beer to venues and events where it is
not traditionally consumed. As a result, the Le Beck’s
cans have been trialled in art galleries, classical music
concerts and other “exclusive” events in Germany. Due to
the “overwhelmingly positive response” Beck’s is now
considering launching the beer ﬂutes globally.
LINK
THE LEGENDARY BEER-CAN FROM BECK’S

FIGHT FOR TERRITORY
DESCRIPTION:
The Lions Rugby Tour was going to New Zealand – a
once-every-12-years event. To maximise the publicity, All
Blacks sponsor Steinlager found where fans and teams
spent the most time: the airport. It bought every sign, in
every terminal, and made them interactive. Steinlager then
told Guinness – the Lion's sponsor and its rival – that it
could have the signs for free. It just had to ﬁght for them.
LINK
GUINNESS AND STEINLAGER

DRUNKEN SPOTS
DESCRIPTION:
In 2017, drunk driving yielded more than 3,000 victims in
Colombia and this number is continuing to increase despite
national police strict controls.
Drunken spots is a campaign that aims to combat this
dangerous behavior, using radio - the most consumed
media by drivers - and the voice of real drunk drivers caught
in their client’s operatives.
LINK
COLOMBIAN POLICE

DESCRIPTION:
Black Red Ale Beer launched an AR and NFC-enhanced
bottle that can generate customized conversations tailored
to drinkers' moods, and communicate with them based on
their facial expressions, reinventing the enduring bottle as
an interactive experience of its own.
LINK
BLACK RED ALE BEER
AR/NFC BEER
BOTTLES

DESCRIPTION:
Three women are killed by their partners every day in South
Africa. This Carling activation involved a female choir
singing Asambe Nono, a well-known South African football
song, at the Soweto derby in March, with lyrics revised to
reﬂect the story of a woman being abused by her partner
when he comes home under the inﬂuence, from a soccer
match in which his team has lost.
The chorus made it clear that there was #NoExcuse for
abuse. The new words were transmitted live on the big
screen at FNB Stadium for the crowd of 85,000, and the
choir’s performance was televised on SABC and Supersport,
with commentators primed to explain the meaning behind
this unique intervention to their millions of viewers.
LINK
CARLING BLACK LABEL
SOCCER SONG FOR
CHANGE

JANE WALKER
DESCRIPTION:
The “striding man” now walks with a striding woman—and
she plans to make her voice heard this year. Beverage giant
Diageo’s Johnnie Walker brand has added a female
counterpart to its iconic mascot after more than 100 years, in
tribute to women around the world.
LINK
JOHNNIE WALKER / DIAGEO

BORDEAUX 2050
DESCRIPTION:
Bordeaux 2050 was created to counter the lack of global action
against global warming. Today, a large majority of governments do
not take the necessary steps to act on it. Tangible proof was
needed.
By distilling abstract data of climate change into a brand of wine
that people can hold and savor, Bordeaux 2050 literally put the
responsibility of the future of our environment in their hands.
Weather data projection on the next 30 years simulate the exact
taste of a Bordeaux grown in 2050 if climate conditions don't
improve. The result is a diminished, bitter, unpleasant taste that
forces people to viscerally experience the future consequences of
global warming.
By appealing to reason through our most indulgent sense, the
result is emotional and terrifying but ultimately inspiring. The
vintage was presented during a seemingly ordinary wine-tasting
event at the Paris Museum of Wine, gathering key decision makers
who have a major inﬂuence on the course of climate change.
LINK
AJE ASSOCIATION

DESCRIPTION:
This multi-channel campaign shares a culturally relevant,
true story to resonate with Gen Y. The result was a
campaign with breadth and depth, which made the Made of
More series relevant and resonant with a younger audience.
LINK
GUINNESS / DIAGEO
COWBOYS OF
COMPTON

MAJOR
DESCRIPTION:
Even if you are a cyclist, you may not recognize the name
Marshall ‘Major’ Taylor. Cognac brand Hennessy, however, is
bringing back the memory of the man who was at one time
the world’s best bicycle racer.
Hennessy has launched ‘Major,’ the ﬁfth installment of the
brand’s ‘Wild Rabbit’ campaign. The creative, by Droga5,
brings to life the spirit of Hennessy’s ‘Never stop. Never
settle,’ mantra through the remarkable story of Taylor.
LINK
HENNESSY

DESCRIPTION:
This is the story of how the brand got 780 million organic
views using wit, stop motion and a lot of vodka.
Giphy, the world’s largest GIF platform serves 2 billion gifs to
users on a daily basis and Tinder reports that users who
start conversations using GIFs have a 30% higher reply rate
than those who don’t. The way these GIFs are used poses
an exciting opportunity for brands, as they’re shared as a
form of self-expression from one person to another.
If a brand could create GIFs relevant enough for a certain
audience, they could eﬀectively inject the brand into their
target audiences’ online conversations without having to
rely on intrusive ads.
LINK
ABSOLUT VODKA
NEVER GONNA GIF YOU
UP

DESCRIPTION:
Y&R and Mamma HELP have launched the first beer
developed specifically for women with breast cancer who
are enduring chemotherapy.
It is an alcohol-free beer with a sweet flavor to appeal to
patients whose tastes may have changed during treatments,
and packed with nutrients, including vitamin B and
potassium, to give them something nutritious to drink when
eating and drinking are hard.
LINK
ZATEC BREWERY
MAMMA BEER

30
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SOFT DRINKS
Table of Contents

DIET COKE LOOKS
FORWARD
DESCRIPTION:
The last time the Coca-Cola Company refreshed their core
product, it didn’t go over so well. New Coke’s reformulated
beverage was pulled from shelves almost as soon as it launched.
The Diet Coke rebrand hasn’t ﬁzzled out though, because the
core formula is untouched. Featuring a slimmer can with a sleek
new look, Diet Coke hopes to maintain its ravenous fan base,
while appealing to younger millennials with a portfolio of on-trend
fruity ﬂavors. The refresh seems to be working - with positive
sales to date.
LINK
Coca-Cola

PEPSI LOOKS BACK
DESCRIPTION:
In today’s always-on news cycle of political drama, scandal, and
conﬂict, it’s easy to wistfully look to the music of decades past as
an escape.
Continuing on last year’s “Pepsi Generations” campaign, Pepsi
released limited edition cans featuring music icons such as Ray
Charles, Michael Jackson, and Britney Spears. The stars were
previously Pepsi inﬂuencers from the 80s through the early
2000’s, coincidentally lining up with the “millennial age bracket.”
Traditional soda sales have slumped for over a decade now, so
Pepsi is betting this retro look will be the can of nostalgia that
America craves right now.
LINK
Pepsi Co.

DOWN THE SOY ROAD
DESCRIPTION:
Traditionally the gruel of innovative Silicon Valley nerds,
Soylent has partnered with an ad agency to increase
awareness of its meal replacement soy beverage to other
techies.
The campaign centers on an AI bot named “Trish” who
educates tech workers on the wonders of Soylent. Trish can
be found on the Soy Road, a dark web peer-to-peer site only
accessible by downloading a special browser.
The Soy Road hosts coveted Soylent products and
memorabilia that only their tech-obsessed superfans would
buy (using Bitcoin only, of course), but has earned extended
reach via forums like Reddit.
LINK
Soylent

SUJA DRINKERS
REALLY LOVE PLANTS
DESCRIPTION:
A healthy obsession with another person can sprout into
love. As it turns out, an unhealthy obsession with produce
makes for a hilarious campaign.
These digital shorts have cheeky references to
health-crazed millennials, featuring tree-huggers, yogis
meditating over grapefruits, and carrot munching foragers.
The content is designed to position Suja as a juice with
energy enhancing beneﬁts, as evidenced by the tagline
“Drink plants, take their power.”
LINK
Suja

DESCRIPTION:
We all know what happens when you shake a soda, but
that’s exactly what Orangina wants us to do with their
“Wiiish Box” cans.
The brand wants consumers to shake up the fruit pulp in the
can, and is oﬀering to make your wishes come true in return.
A genie inside a few of the cans will talk when you ﬂip it,
which is your signal to make a wish on their website.
Orangina partnered with Paris-based Buzzman to launch the
promotion in France.
LINK
TURN THE CAN,
MAKE A WISH
Orangina

UNCLE DREW
COMES TO THEATERS
DESCRIPTION:
Pepsi has achieved the gold standard of viral video
marketing and branded content by creating a feature ﬁlm
based on its “Uncle Drew” character, to be released this
year.
Originally a digital short meant to fool unsuspecting ballers
at a pickup game into thinking that a NBA star Kyrie Irving
was a random old man, the video went viral in 2012 and has
culminated with Pepsi now promoting ads that promote the
movie.
Other celebrity cast members of the movie include former
NBA stars and comedians like Chris Webber, Reggie Miller,
Lisa Leslie, Milton "Lil Rel" Howery and Tiﬀany Haddish.
LINK
Pepsi Co.

A MYTH BROUGHT
TO LIFE
DESCRIPTION:
Not many brands produce ads that can resonate decades
later, let alone be considered classics. Perrier partnered with
Ogilvy Paris to retell the mythical story of “Lion,” where a
woman challenges a lion over a bottle of sparkling water.
The previous Cannes Grand Prix ad was dusted oﬀ to
promote Perrier’s new line of sparkling water with smaller
bubbles. It featured smaller characters but followed the
same storyline.
The choice to launch this ad in 2018 is clear when you
consider the context; the original ﬁlm teems with political
undertones and positive subtext that is arguably even more
relevant today.
LINK
Perrier

DESCRIPTION:
This is the most hazy sounding innovation in the beverage
industry). Heineken developed a canned sparkling water
infused with cannabinoids derived from marijuana, under its’
storied California craft beer acquisition, Lagunitas. But it
works.
In a clear response to sluggish alcoholic beverage sales and
local support for cannabis products, Heineken’s
beer-alternative is making a foray into the growing cannabis
market by using sparkling water as a delivery vehicle. The
brand is oﬀering a THC version, and a less psychoactive
CBD infusion.
The only matter up for debate is how to categorize this
franken-drink.
LINK
Heineken Co.
HOPPY SPARKLING
WATER

DESCRIPTION:
Think of all the things you can do at a music festival. Now
strip away all of the stuff that is bad for your body, add yoga,
and you have Propel’s Fitness Festival.
The brand’s activation lines up with the health conscious
trend by flipping the idea of a festival on its head. The
multi-city interactive US tour included live concerts from top
tier musicians like Ludacris or Wyclef Jean, with workouts
led by fitness influencers and upstart studios.
LINK
Gatorade
FITNESS FESTIVAL

BIG ADVENTURES
DESCRIPTION:
Brands that recognize their lead and continue to innovate
tend to be rewarded. Chobani is transforming itself from a
yogurt company to a wellness brand, recently rebranding its
identity and packaging, and continuing to expand into new
product categories.
The market leader has entered the beverage market with a
drinkable yogurt, and is using ATL content to both sharpen
the new positioning and incentivize viewers to try the drink
with a coupon code.
The whimsical and aspirational videos feature young adults
drinking Chobani while on their way to diﬀerent adventures.
The ﬁlms engross you in close up scenes and longing stares
and cuts almost too soon, leaving you to imagine the rest.
LINK
Chobani

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PACKAGED FOODS
Table of Contents

1-833-MOM-TIPS
YOPLAIT
DESCRIPTION:
Yoplait created a hotline for all your unwanted mom advice.
Call the number and you get a voice recording that gives
you a list of options depending on the category your bad
advice falls under. If you see a mother in the grocery store
with what you deem to be a questionable parenting style,
press 1. See a mom nursing in public? Press 2. Or maybe a
mom has a problematic social media presence. Press 4.
There’s even the option to talk to a “real-life mom.”
LINK

VH1 MARTHA &
SNOOP’S POTLUCK
DINNER PARTY +
SNICKERS
DESCRIPTION:
Martha & Snoop teamed up with Snickers for a Halloween
themed Potluck Dinner Party.
Snickers know how to satisfy hunger, and rather than
showing us another ad, created an in-show integration. VH1
pushed the story further by creating artistic social posts
featuring Snickers.
LINK
SNICKERS

Bring Out The Bold
DESCRIPTION:
Listerine held an event, ‘The Study of Bold’, featuring 5
engaging stages with experiential activities ranging from
beatboxing to basketball to karaoke.
A ‘The Study of Bold’ Listerine-branded mouth rinse product
sampling station was placed onsite to activate the value of
the brand to consumers.
7,500+ people engaged with the brand performances,
sampling station and street team marketing activities.
The ‘Bring Out the Bold’ stages acted as brand advertising
billboards in Union Square for the entire day achieving
50,000+ consumer impressions.
LINK
LISTERINE

SWEDISH FISH
SPONSORSHIP
DESCRIPTION:
Swedish Fish had awareness, but not many people engaged
with the brand.
They created a series of partnerships across multiple on-site
touchpoints, many of which were designed to drive social
engagement. That included selﬁe stations (the cornerstone
of the program), branded Snapchat ﬁlters and branded
content.
They partnered with seven aquariums across the US, but
each activated in their own unique ways, and the brand
teamed up with a mobile game too.
LINK
SWEDISH FISH

PEEL LICK PLAY
DESCRIPTION:
Petits Filous partnered with Amazon's grocery service Pantry
to facilitate imaginative children's play.
200,000 Amazon Pantry boxes came with play-inspiring
instructions for how the boxes can be used to create a
space helmet, pirate ship or enchanted castle.
Alexa, meanwhile, got four new skills, accessed by saying
"Alexa, open Petits Filous", which will provide kids with
mini-challenges to stimulate play. The brand also included
play ideas on the inside of the lid of 28 million fromage frais
pots.
LINK
Petits Filous

GO MADBURY
DESCRIPTION:
Cadbury let fans can create their chocolate bars by
choosing up to three of the ﬂavors listed on Cadbury’s
inventor site, naming their bar and submitting it.
More than 90,000 combinations were possible, and the
public was asked vote on the top three bars, with ﬁnalists
being invited to the Cadbury headquarters in Birmingham,
England.
The campaign is Willy-Wonka esque and taps into the fact
that people in Britain eat more chocolate than anyone else,
averaging 8.4kg per person.
LINK
CADBURY DAIRY MILK

MOSQUITONIC
THOMAS HENRY
DESCRIPTION:
Enjoying a summer cocktail outdoors means being bitten by
mosquitos. Tonic water brand Thomas Henry created
'Mosquitonic', a spray cap that ﬁts perfectly on Thomas
Henry bottles and transforms them into powerful
anti-mosquito sprays.
The insight came from the fact that when you order a drink
with tonic water, you always leave some in the bottle. And
that’s what gave the agency the idea - because tonic water
contains quinine, a natural mosquito repellent.
LINK

EXTRA SUPPORT ACTS
DESCRIPTION:
This campaign turns YouTube pre-roll ads into a platform
that gives 16 emerging Australian music acts a signiﬁcant
audience boost and a chance to perform live on a major
stage.
The longer you watch the artist’s pre-roll, the more you vote
for the act.
LINK
EXTRA GUM

BRAILLE ‘LOVE NOTES’
DESCRIPTION:
Kellogg is making a special feature on its Rice Krispies
Treats more accessible for people who are vision-impaired.
Rice Krispies Treats launched writable wrappers in the
summer of 2017, allowing families to send an encouraging
message to their children at lunch.
In partnership with the National Federation of the Blind,
Kellogg announced today that it is launching "Love Note"
Braille stickers and recordable audio boxes for its Rice
Krispies, so children who are blind or have low vision can
also get messages from their families.
LINK
RICE KRISPIES TREATS

AI VENDING MACHINE
DESCRIPTION:
Yakult, the Japanese dairy brand, has created an AI vending
machine which rewards visitors with a drink if they are able
to learn words in the Nippon language.
The activation will feature at science festivals around the UK
and Ireland and it’s part of the brand’s objective to include
Japanese heritage in its marketing.
LINK
YAKULT

CHILL ME
DESCRIPTION:
Biscuit brand Arnott’s launched the Tim Tam Gelato Messina
range by giving away 13,500 chilled packets through a
temperature-activated out-of-home campaign over the
Australia Day long weekend.
Using live data from the Bureau of Meteorology, the
refrigerated units were programmed to open at a set
temperature on the day to give away packets to passers by.
LINK
ARNOTT’S TIM TAM

SO JUICY, JA
DESCRIPTION:
Black Forest plants itself in New York City’s Chelsea
neighborhood with an outdoor activation that brings the
Ferrara candy brand’s self-consciously surreal commercials
to life. (“So juicy, Ja!”)
The event features a fantastical 20-foot-high tree with silk
leaves, actor Brooklyn Decker, 10,000 free samples of
gummies and fruit snacks for the public, and actors dressed
as the campaign’s mythical woodland dwellers.
Black Forest says the troupe will perform the risqué “harvest
ritual,” immortalized in ads that dropped a few months back.
Starting around the 18-second mark, it’s pretty darn silly and
kind of NSFW.
LINK
BLACK FOREST

The 25% Less
Cookbook
DESCRIPTION:
25% of food cooked during Ramadan goes to waste. Sadia,
the Middle East’s largest food brand, was determined to
change that.
Sadia release a Ramadan Cookbook every year. But this
year they recycled the 2017 with recipes containing 25%
less ingredients. It’s the ﬁrst cookbook designed to reduce
food wastage
LINK
SADIA

55
55
PETCARE
Table of Contents

DOG DATES
DESCRIPTION:
1.2 million older people in the UK are chronically lonely.
Pedigree, following the direction of their Feed the Good
campaign, decided they could make a diﬀerence by pairing
seniors with local dogs and sending them out on a date.
Armed with the belief that ”a dog is a conversation waiting
to happen,” program participants took their dog date for a
walk and met new people through the instant ice-breaker of
their canine companion. The program got elderly people out
of their homes and into social settings, without the
responsibility of owning a pet themselves.
LINK
PEDIGREE

CATS ON GLASS
DESCRIPTION:
As any cat owner knows, tiny grains of clay litter are
constantly underfoot, no matter how steadfast you are with
a broom. To remedy this, Fresh Step introduced a
low-tracking litter that uses larger litter particles that are less
likely to cling to your cat.
In order to visually demonstrate the product’s eﬀectiveness,
Fresh Step opened a pop-up gallery in New York City, called
Cats on Glass. The exhibit put cats on a raised glass
platform, over the heads of spectators. The cute kitties
played and interacted with guests below, who had a clear
view of the cats’ clean paws.
Produced in partnership with the Humane Society of New
York, all of the cats on display were eligible for adoption.
LINK
CLOROX FRESH STEP

TITCH, THE GIANT DOG
DESCRIPTION:
Flea eggs are diﬃcult to detect, so Frontline found a way to
increase their visibility and raise awareness for their
potential to infest your home.
Enter Titch, a 5-1/2 foot tall, animatronic Cavalier King
Charles Spaniel, built by special eﬀects company Artem and
operated by the same master puppeteers who brought War
Horse to life on the West End.
Titch debuted at Crufts, the world’s largest dog show.
Attendees were invited to play with the giant pup, and
probe his fur for potential invaders.
LINK
FRONTLINE PLUS

SELFIE STIX
DESCRIPTION:
For better or worse, man’s best friend has yet to understand
the importance of a well-composed selfie. They just won’t
look at the camera – squirrel! – so Pedigree designed a clip
that attaches to your smartphone to hold one of their
DentaStix dog treats. Called SelfieStix, the clips were
included with packages of DentaStix.
If this wasn’t enough technical innovation, Pedigree worked
with Stanford University and Google to create the first dog
facial recognition technology. Accounting for the wide
variety of ears, eyes, and noses across countless breeds,
the code was put to use in the Pedigree SelfieStix app,
which allowed dog owners to map funny facial filters to their
now-cooperative pooch.
LINK
PEDIGREE

LOYALTY COLLARS
DESCRIPTION:
Musti Group is the leading chain of pet supply stores in
Finland, Norway, and Sweden. Like many retailers, Musti
utilizes a loyalty program, but it’s not for owners.
Now dogs can demonstrate their loyalty in a new way with
Biscuit, an RFID enabled tag that attaches to your dog’s
collar. As soon as you and your canine walk through the
door, store staﬀ are alerted with your dog’s name, birthday,
and favorite treat. Of course, staﬀ can also see your
shopping history, making it easier for them to personalize
your experience.
LINK
MUSTI GROUP

DOGS FOR DOGS
DESCRIPTION:
Humans aren’t the only species of influencer on Instagram.
There are dogs whose accounts have amassed thousands
of followers.
In France, Pedigree asked some of these furry influencers to
forego their usual selfies and instead take a day to post the
pictures of other, similar-looking dogs of the same breed.
These guest posts were of dogs in shelters, waiting to be
adopted.
Instagram followers liked the posts per usual, but this time
they were served a subsequent image explaining the switch,
and offering a link to a website where viewers could
consider taking home a dog that really needed their Likes.
LINK
PEDIGREE

PETCOACH
DESCRIPTION:
In an eﬀort to combat the ever-encroaching Amazon, Petco
opened PetCoach, a reinvented pet store experience. It is
the physical extension of their PetCoach app and online
experience, designed to make you the ultimate pet parent
by providing you with trusted advice and carefully curated
products.
The PetCoach store provides 360-degrees of service
through a $9-monthly fee. Members enjoy access to free
onsite veterinary care, discounted grooming services, and
behavioral training support.
There are no cashiers. Instead, personal service is provided
by roaming Pet Coaches who can schedule appointments or
conduct transactions with an iPad in-hand.
LINK
PETCO

DESCRIPTION:
Mars Petcare partnered with Michelson Found Animals
Foundation to form Leap Venture Studios, an incubator for
new pet care technology and services.
“We also want to be the partner of choice for every person
with a big idea, every industry disruptor, every startup
founder that wants to turn their vision for pet care into a
reality. But we know we can’t do it alone,” said Leonid
Sudakov, president of connected solutions at Mars Petcare.
Leap Venture Studios combines, the industry knowledge of
Mars with the philanthropic vision of the Michelson
Foundation, which developed the ﬁrst free national
microchip registry for animals.
LINK
MARS PETCARE
LEAP

WALK IN THEIR PAWS
DESCRIPTION:
Passionate pet parents can be skeptical of what goes into
their kibble. And they’re not just concerned for their own
animals – they want to buy from a brand they trust is ethical
and caring in its research and manufacturing.
In this age of reality TV and Nanny Cams, we trust what we
can see with our own eyes. Hill’s recognized this and
opened up their Global Pet Nutrition Center through a virtual
reality tour, accessed via YouTube, Google Cardboard or
your headset of choice.
Two videos – one ﬁlmed from a dog’s perspective, the other
from a cat’s – oﬀered a 360-degree look at the center’s
feeding, housing, and play areas, with plenty of happy
animals in view to reassure you of Hill’s commitment to
compassion.
LINK
HILL’S

CURIOUS CAT BOOK
DESCRIPTION:
The cat food brand played on its “Feed Their Curiosity”
creative platform by commissioning an interactive book,
meant to be read along with your cat.
Not sure how to keep kitty interested? Each of the pages
contain built-in toys to capture your furball’s attention, while
also telling the real-life story of a cat that escaped from its
carrier on a ﬂight to London.
LINK
WHISKAS

66
66
HEALTHCARE
Table of Contents

TOUCHING MASTERPIECES
DESCRIPTION:
Touching Masterpieces has created a new age of digital
accessibility for the blind and visually impaired. Thanks to
specially designed haptic gloves, this unique Virtual Reality
experience has allowed the blind to ‘see’ some of the
world’s iconic sculptural masterpieces for the ﬁrst time in
history.
LINK
NEURODIGITAL

PROJECT REVOICE
DESCRIPTION:
With a custom machine learning algorithm that analyses and
completely recreates a person's voice, Project Revoice gives
ALS patients the full use of their own authentic voices,
allowing them to speak freely and naturally even after they
physically can't. To launch the program, advertisers
recreated the voice of Pat Quinn, who co-founded the ALS
Ice Bucket Challenge while ﬁghting the disease himself.
LINK
THE ALS ASSOCIATION

SIP SAFE
DESCRIPTION:
With the staggering amount of sexual assaults related to
drink spiking, the Sip Safe wristband is a functional
spearhead in the ﬁght against predatory behaviour. Both as
a utility and education tool, this simple wristband has the
ability to protect the wellbeing of everyday people and stop
the culture of drink spiking.
LINK
MONASH UNIVERSITY

CORAZÓN - GIVE YOUR HEART
DESCRIPTION:
Corazón is based on a true patient story from Montefiore
Hospital. Directed by John Hillcoat and featuring Academy
Award nominee Demian Bichir and Blade Runner 2049 star
Ana de Armas, Corazón tells the story of Elena Ramirez, a
sex worker from Santo Domingo whose heart is dying, and
Montefiore’s Dr. Garcia, the only person who offers her
hope. Launched in partnership with the Tribeca Film Festival,
the 48-minute film premiered in New York, and all
screenings sold out within hours. Critics praised Corazón for
its ability to awaken audiences to the importance of organ
donation through the power of cinema.
LINK
MONTEFIORE

TINY DOLL
DESCRIPTION:
“Tiny Doll” is a biographical short film that chronicles the
trials, tribulations, and triumphs of Rika Ishige, Thailand’s #1
fighter and MMA champion whose fire to fight is fueled by
her childhood traumas. In a 6-minute long take, she takes
the audience through the story of her life – from the early
days as a small and delicate girl made bully victim, to finding
the strength to conquer her fears and become an MMA
champion. With “Tiny Doll”, Kleenex not only breaks the
category norm, but raises much-needed awareness of
bullying in Thailand, empowering Thai women to fight back
while still preserving their soft and gentle nature.
#GentleNotWeak
LINK
KLEENEX

5G INCUBATOR
DESCRIPTION:
Accessing healthcare is a very personal thing, typically
involving you and your healthcare provider meeting
face-to-face and in private. However, that’s not always
possible, based on the provider’s or patient’s location or
ability to travel. That’s why “virtual” healthcare – the use of
mobile technology, virtual reality, video, and other platforms
to facilitate patient/caregiver interaction – is gaining traction
in the healthcare industry.
Professor Steven Feiner, and his staﬀ and students at
Columbia University’s Computer Graphics and User
Interfaces Laboratory are experimenting with virtual reality
(VR) over Verizon’s pre-commercial 5G technology. Their
aim is to create a digital alternative to in-person motor
rehabilitation therapy sessions using VR.
LINK
VERIZON

THE EDIBLE EXHIBITION
DESCRIPTION:
Currently in the UK, a staggering 92% of children don’t eat their
recommended 5 fruit and vegetables a day. An unbalanced diet
can lead to poor academic results, behavioural issues and
long-term health beneﬁts in later life. But through play and
imagination, children can be encouraged to try something new
and are more likely to adopt it.
The Edible Exhibition tapped into this insight to create a fully
interactive, playful culinary experience made entirely from fruit
and veg. The V&A Museum of childhood in London has a history
of educating children about the importance of play. Through their
connections with local schools, they were able to invite hundreds
of school children to participate in a one-oﬀ exhibition that they
helped design. Food technologists and illustrator Rob Flowers
helped to bring the best ideas to life, creating a series of fully
edible installations, posters and invites.
LINK
V&A MUSEUM

SEETROËN
DESCRIPTION:
The long-awaited summer holidays – and long summer
holiday journeys – are just around the corner. But with more
time and opportunities to read on their smartphones or
tablets, children and adults alike are afflicted by motion
sickness. Over 30 million people in Europe suffer from
chronic travel sickness. In response, Citroën, a brand
dedicated to comfort, is presenting SEETROËN, the first
glasses to eliminate motion sickness. The principle of the
SEETROËN glasses is simple. They contain a coloured liquid
that recreates the horizon line to resolve conflict between
the senses.
LINK
Citroën

SÖMNIG
DESCRIPTION:
The SÖMNIG (Swedish for sleepy) ad is part of an IKEA bedroom
campaign. IKEA did some research into the sleep behaviour of
those living in the UAE and found that, “About nine in ten people
in the UAE are not getting the ideal eight hours of sleep a night”.
They also found that "a third are seriously deprived, with 32.4%
admitting their nightly shut-eye averages only six hours." (Gulf
News, Health - 18/02/18)
In order to help those who struggle to get a good night’s sleep,
they created SÖMNIG – multisensorial, rechargeable print ad
that uses sound and smell to help induce deep sleep, helping
you feel rejuvenated upon waking in the morning, ready for the
day ahead. In a nutshell, its a ﬂat pack, easy to assemble
sleeping aid in the form of a print ad.
LINK
IKEA

TRAVEL WELL WITH YOGA
DESCRIPTION:
Cathay Paciﬁc has partnered with Pure Yoga to launch a
new inﬂight well-being programme, ‘Travel Well with Yoga’.
In harmony with the airline’s ‘Life Well Travelled’ campaign,
the series of videos have been developed by esteemed
Pure Yoga instructors to help passengers ease into their
journeys with yoga and meditation exercises and tips.
LINK
CATHAY PACIFIC

TRADESMAN'S SUN CREAM
DESCRIPTION:
In the U.K., construction workers toiling outdoors face the
highest risk of skin cancer, with one builder dying from the
disease every two weeks. Yet, one in ten such workers still
doesn't wear sunscreen, believing their workmates will
laugh at them.
That statistic prompted construction supplies retailer Wickes
to team up with skin cancer charity Skcin to help overcome
the issue. It has created a range of sunscreen speciﬁcally
aimed at tradesmen, and is giving it away for free in stores.
The sunscreen is available in three shades -- Brickie's
Bronze, Plasterer's Pink and Apprentice White -- and is
packaged in miniature paint cans.
Each little can features lighthearted tips for keeping safe
and drives users online for further advice. The educational
message continues with UV skin checks outside Wickes
stores and a "how to spot skin cancer" video on Wickes
'how-to' page on YouTube.
LINK
WICKES

LIGHT THERAPY
DESCRIPTION:
Research shows half of the Swedish population suffer from
Vitamin D deficiency during the winter months and many
feel tired in February.
With this in mind, pharmacy chain Apotek Hjartat decided to
turn its store windows into light therapy. During February,
outside one of Apotek Hjartat's pharmacies in central
Stockholm, passers-by could boost their energy by simply
standing in front of the windows, which use specially
adapted fluorescent lamps to emulate a natural daylight.
The installation is triggered simply by passing by the
windows.
LINK
APOTEK HJÄRTAT

DISSOLVING POSTERS
DESCRIPTION:
These educational posters dissolve in the rain and kill
mosquitos before they are born. When the rain falls, the
dissolving posters release a powerful larvicide. This
innovation works only against the mosquito larva and does
not harm the environment, animals or people.Each poster
eliminates the Aedes Aegypti outbreaks in up to 200 liters
of water for at least 60 days.
LINK
ASSOCIAÇÃO INTERNACIONAL HABITAT PARA A
HUMANIDADE

80
80
TV SHOWS
Table of Contents

DESCRIPTION:
For its new suspense show, “La Forêt” (The Forest), France 3
enabled viewers to bet on who the murderer is, in real time.
Teaming up with sports bets brand Winamax, they produced
an algorithm that could manage people’s gambles between
episodes and during episodes, along with the revelations
that the story was bringing forward.
LINK
FRANCE 3
BET ON A MURDERER

DESCRIPTION:
The boundaries of standard local bus shelters have been
pushed. Wile typically they feature two- dimensional
posters, Netﬂix created a totally customized experience that
aroused the curiosity of millions. Not only did they transform
the shelters into 3D sculptures, but they also gave them the
appearance of living, breathing humans by inserting a motor
into their chest cavities and covering them in a goo to
replicate the look of the bodies in the series.
LINK
NETFLIX
BREATHING LIFE INTO
TRANSIT ADS

DESCRIPTION:
Westworld is a luxury theme park where guests go to live
out their wildest fantasies. So, we decided to replicate that
experience by recreating Westworld at a secret location
outside of Austin, Texas during SXSW. Our social content
promoted the event not as an HBO activation but as a
real-life trip to Westworld. Guests booked their reservations
at DiscoverWestworld.com and completed a personality
assessment to determine their character archetypes before
visiting the park. After a thirty minute drive from downtown
Austin on luxury buses, guests were free to explore over
90,000 square feet of space and interact with the artiﬁcially
intelligent hosts played by over 60 actors. A 444-page script
drove the narrative of SXSWestworld and brought the park
to life. No two guests had identical experiences, and fans of
the show scoured the park to ﬁnd hidden season two clues.
LINK
HBO
SXSWESTWORLD

DESCRIPTION:
Netflix introduces its collaboration with stand-up comedians
by incorporating some of the most critically acclaimed
comedians into popular Netflix series. The project's
objective was to celebrate the integration of stand-up
comedy and Netflix signature episodic shows, having the
comedians interact with the characters, showcasing the
diverse offerings of the streaming service.
LINK
NETFLIX
NETFLIX IS A JOKE

DESCRIPTION:
Anyone who loves TV series fights every day against a
terrible enemy: spoilers.But perhaps the launch of the third
season of Gomorra, the award-winning original production
of Sky, can do something about it.The most evil characters
from the most evil TV series are taking their threatening
ways to social media, menacing those people that can’t
keep their mouths shut online and ruin the show for loyal
fans. The Gomorra profile on social platforms replied to
these fellas with a unique video in which one character is
giving him a final warning about spoiling a specific show.
LINK
SKY ITALIA
SPOILER KILLERS

DESCRIPTION:
A teaser for the AFC Championship for CBS featuring actor
John Malkovich may just top a lot of the upcoming creative
for the big game.
The cold open, which ran over four minutes before the New
England Patriots took on the Jacksonville Jaguars, starred
Malkovich reading a script for a teaser for the game in a
symphony hall.
In the short, he reviews the over-the-top copy and calls his
agent, complaining in serious comic fashion that the script is
“utterly overwrought” in his pointed diction. The spot then
bounces back between him rehearsing the script and
complaining to the agent about the ridiculousness of the
open.
LINK
CBS SPORTS
TEASING JOHN
MALKOVICH

DESCRIPTION:
If you struggle saying “I love you”, say it with Sky. How? By
using our very own content: thousands of hours of dialogue
from our most romantic movies. Type your message, get
some suggestions for more creative messages, and then
create a supercut-ﬁlm. This clip delivers your exact personal
message with ﬁlm snippets that have matching lines of
dialogue. Send this clip to your sweetheart on Valentine’s
Day and enjoy the reaction. By encouraging people to “Say
It With Sky” we turned the day of love, into big love for Sky.
LINK
SKY GERMANY
SAY IT WITH SKY

DESCRIPTION:
The Astronaut Reality Helmet is a wearable immersive
experience housed within a replica space helmet. The
content played within this experience has been distorted to
fit the curvature of the interior screen providing an
exceptionally wide field of view.Unlike in-market VR
headsets, users can freely move their head inside of the
dome to look around the entire field of vision, just as an
astronaut would within their helmet in space. It contains
space content from the show and and through the astronaut
reality helmets tells the story of the OSR series as a whole.
Inspired by the innovative storytelling in One Strange Rock,
we created the Astronaut Reality Helmet to bring this unique
astronaut vantage-point even closer to those on Earth.
Housed in a replica space helmet, the projection technology
creates an immersive viewing experience through a unique
combination of laser projection, custom fish-eye optics and
in-built audio.
LINK
NATIONAL GEOGRAPHIC
ASTRONAUT REALITY
HELMET

DESCRIPTION:
Silicon Valley: Inside the Hacker Hostel is a captivating
real-time VR experience inspired by Silicon Valley. The
ambition was to produce a faithful recreation of the show’s
iconic homebase and an interactive experience that would
appeal to both die-hard fans and those who’d never
watched Silicon Valley. Modelled, textured, and lit from
photo references, blueprints, and 360º room captures, the
experience provides the most highly detailed and realistic
VR recreation of a TV set ever made. In addition to more
than 750 moveable objects, there are many iconic show
elements you can fully interact with, from the Not Hot Dog
app to the ‘Always Blue’ ball. The Hacker Hostel gives users
ﬁrsthand one-on-one encounters with show characters—ﬁnd
a secret message from Jared and help Richard out of a
coding crisis. The experience is a hilarious virtual
playground, bringing users into the heart of Silicon Valley.
LINK
HBO
INSIDE THE HACKER
HOSTEL VR

DESCRIPTION:
Amazon promoted the second season of its Prime Video
series "The Grand Tour" with an interactive event
live-streamed via Twitch.
The "Battle Cars" experience featured a life-sized,
Battleship-esque game board built in a Los Angeles quarry,
with squares rigged with tiers of explosives that cars were
dropped on to blow up. Sections of the board represented
diﬀerent geographic regions, each commanded by two
Twitch inﬂuencers from countries like the U.S., U.K. and
Mexico competing against each other.
LINK
AMAZON PRIME
THE GRAND TOUR

DESCRIPTION:
Mr. Mercedes, the AT&T Audience Network mystery thriller
TV series based on the titular Stephen King novel, has own
VR escape room.
In Mr. Mercedes: Lair Escape you step into the basement lair
of one of the scariest killers from the mind of Stephen King,
Brady Hartsﬁeld (aka ‘Mr. Mercedes’). The VR escape room
tosses you into the photorealistic recreation of the
psychopath’s lair where you’ll have to solve various puzzles
to ﬁnd your way out. The title is said to incorporate footage
directly from the set of Season 2 of the series.
LINK
AT&T
THE MERCEDES
IMMERSIVE EXPERIENCE

92
92
BANKING/FINANCIAL
SERVICES
Table of Contents

NEXT
DESCRIPTION:
While consumers migrate to mobile-only experiences in
everything they do, the banking industry has lagged behind.
The opportunity was to create an entirely new mobile-only
bank that empowers millennials and seamlessly integrates
into their lifestyles. We did this by reimagining the banking
experience for the digital age, putting design at the core of
every decision, and using the newest technology to enable
a proactive relationship and innovative features that have
never been delivered by any competitor. Designed around
the “Make It Happen” brand idea, ‘next’ oﬀers a banking
experience that helps customers do more with their money
and achieve more in their lives. It’s a full banking service
that’s customer centric, combining data, design, and
technology to inform better individual ﬁnancial decisions.
LINK
BRADESCO BANCO

THE PRICE OF EQUALITY
DESCRIPTION:
In economic and banking language there’s a very common
term used and understood by everyone - ‘Exchange Rate’ a
term that explains the price of one currency compared to
another. Which is just like the wage gap but with men and
women. This is where the idea “Price of Equality” was born.
In Peru men and women have a diﬀerent value in the labour
market, with a 29.2% pay gap between them. Scotiabank
highlighted this on International Women’s Day by giving all
their female clients a 29.2% discount on products and
services, generating awareness of the huge gap women
face in their works.
LINK
SCOTIABANK

GAME CHAINGERS
DESCRIPTION:
Introducing Game Changers, the first fundraiser that works
by mining a cryptocurrency. With this platform, we invented
a free donation mechanism which generates money just by
having a computer’s graphic card running. UNICEF is
struggling to find innovative sources of financing and
reaching new audiences. So with Game Chaingers, we
decided to ask the 711 million PC gamers around the world
to mine, when they are not using their computers, for the
benefit of the Syrian Children Help Program. Game
Chaingers is a technological innovation: we aggregate the
computing power of every single computer of participants to
mine Ethereum, the world’s 2nd largest cryptocurrency. It is
a fully transparent process thanks to the blockchain, in
which every Ethereum transaction can be viewed publicly
and in real-time.
LINK
UNICEF

ONCE IN A LIFETIME
DESCRIPTION:
American Express and agency Ogilvy Buenos Aires worked
with Spanish film director and screenwriter Álex de la Iglesia
to create a short film called "Once in a Lifetime" that was
screened at an exclusive premiere for Platinum clients only.
Clients that couldn't attend could follow it via streaming,
logging in with their Platinum cards numbers.
The film was promoted with a outdoor and digital campaign
ahead of the event; however, at the event it was revealed
that once the film was over, it would never be seen again. As
seen in the video here, Iglesia (who's also a Platinum card
holder himself) destroyed the only copy of the film in front of
the live audience, dramatically dropping the laptop
containing it into a tank of water.
LINK
AMERICAN EXPRESS

IBAG2
DESCRIPTION:
The iBag is a concept for a new product that will alert you
when you enter shopping ‘danger zones’, stopping you from
impulse spending by using an inbuilt warning system. The
iBag is fitted with LED lighting which flashes when triggered
by a GPS chip. If you decide to ignore the warning and pull
your wallet out of your bag, an SMS will be sent
automatically to someone you nominate as your
‘responsible other’ to let them know that you’ve dropped
your guard and you’re prone to overspending.
To top it off, the bag is fitted with a real time clock which is
set to warn you during set times of the day when you are
most likely to be vulnerable to overspending.
LINK
FINDER.COM

DINE AND DASH
DESCRIPTION:
Barclaycard has developed ‘Dine & Dash’, a new solution
enabling diners to simply walk out after eating – bypassing
the traditional bill-paying process – which will be unveiled
with a consumer trial at high-street chain Prezzo. The launch
comes in response to the 38% of diners who want to avoid
waiting for the bill and the 67% of restaurant owners who
are in favour of an ‘invisibill’ way to pay to improve service
and customer satisfaction.
LINK
BARCLAYCARD

NFC GLOVES
DESCRIPTION:
Visa, the exclusive payment technology partner at the
Olympic and Paralympic Games, introduced three
commercially available wearable payment devices. In the
spirit of the Olympic Winter Games, Visa created
NFC-enabled payment gloves, commemorative stickers and
Olympic pins that allow fans and athletes to complete
seamless and secure payments with a simple tap at any
contactless-enabled terminal.
LINK
VISA

SMILE TO PAY
DESCRIPTION:
“Smile to Pay,” the ﬁrst service of its type, debuted at a
KFC’s new, healthy-food concept restaurant, called KPRO, in
Hangzhou. With it, Alipay users can authenticate their
payments through a combination of facial scanning and
inputting their mobile phone numbers. That means they
won’t need to break out their wallets—or even
smartphones—anymore.
LINK
ALIBABA

WHOPPERCOIN
DESCRIPTION:
Fast food giant Burger King Russia launched new
blockchain loyalty program, hosted on the Waves platform.
Whoppercoin will be used to reward customers for their
purchases, and can be used to buy burgers in return when
enough have been accrued.
Whoppercoin has already been issued, with a supply of 1
billion (further Whoppercoins can be issued if required).
Customers will receive one Whoppercoin for every rouble
they spend (1 USD = 59 RUB), and a Whopper burger can be
redeemed for 1,700 Whoppercoins.
LINK
BURGER KING

#FINANCIALLYFIT
DESCRIPTION:
The Financial Gym is a modern financial planning company
created to help people whip their assets into shape. Work
one-on-one with a Certified Financial Trainer to outline your
financial goals and get personal help on everything from
credit card optimization to student loan debt refinancing,
budgeting, investing and more.
LINK
FINANCIAL GYM

VERTICAL CREDIT CARDS
STARLING BANK AND VENMO
DESCRIPTION:
Much of our life is lived “in portrait” - from instagram to
inserting a bank card into an ATM. UK bank Starling and
previously online-only payment platform Venmo have
caught on, releasing vertical-design credit and payment
cards.
LINK

104
104
AUTO
Table of Contents

SAFECAP
DESCRIPTION:
Ford Brazil’s Heavy Truck division has developed an
innovative technology to help truck drivers ride more safely
and avoid a common situation that happens during their trip
routines: travel fatigue. The Safe Cap looks like a common
hat at ﬁrst sight. However, it comes equipped with sensors
that are capable of interpreting the driver’s head
movements to warn if the user is tired or sleepy behind the
wheel.
LINK
FORD

YELLOW TEAPOT
DESCRIPTION:
To celebrate their 40 years in Formula One, Renault decided
to be humble and pay respect to the ﬁrst Renault Formula
One car. It was so steamy, so noisy, so weird and yellow, that
fans and sportsmen called it “The Yellow Teapot”. It all
began with a struggle, failure after failure, until Renault
became a historical actor of Formula One. Knowing that it
would build more sympathy but embracing its overall
history, even the failures and downturns, Renault created a
real teapot, inspired by the famous racing car. It was made
available for purchase in Renault’s ﬂagship store on the
Champs-Elysées and its website.
LINK
RENAULT

COINCIDANCE
DESCRIPTION:
2 years after SKODA launched in Taiwan, only 15% of locals
recognised the European automotive brand. We changed
this by turning a dance move into a dance craze,
successfully getting a nation on its feet, and cementing the
SKODA brand in the hearts and minds of locals.
We spotted, by coincidence, that Skoda’s ‘Simply Clever’
tagline sounded similar to the Taiwanese word for ‘Just
Dance’, so we enlisted ‘Handsome Dancer’, a comedy team
whose contagious shoulder-shaking dance video had made
them a YouTube hit and created our own version of
CoinciDance.
SKODA’s CoinciDance campaign was seen by 60% of the
Taiwanese population leading to a four-fold leap in the sales
of the Skoda Rapid model that it featured, a new sales
record in Taiwan.
LINK
ŠKODA

CARE BY VOLVO
DESCRIPTION:
The Care By Volvo app, downloadable via the app store,
allows consumers to customize their car, apply for it, and
pay their deposit using Apple Pay, PayPal, Venmo, or a
credit card. The seamless in-app experience makes the
subscription sign-up and payment eﬀortless.Film and digital
assets were also developed to reach Millennials creating
further awareness of this new revolutionary app.
LINK
VOLVO

PAY WITH VIEWS
DESCRIPTION:
Everybody knows that when it comes to the web, it's all
about views. Views are quite literally worth money. So, for
the introduction of the Online Edition, we turned YouTube
views into a currency. By asking people in The Netherlands
to ﬁlm their Opel test drive, upload it to YouTube, promote
their video - and then enabled them to use those views to
buy a brand-new Opel Online Edition model. Your video has
to be special, because an Opel Online Edition isn't cheap.
The KARL ROCKS Online Edition costs 589.900 views, the
Corsa Online Edition 739.600 views and the Astra Online
Edition 922.800 views.
LINK
OPEL

FOLLOW THE BALL
DESCRIPTION:
Rather than merely telling how Nissan's Intelligent Mobility
works, agency decided to show it by applying it to a
billboard. Tapping into Nissan’s Motion Detection System,
they tracked the ball and transmitted the data in real time to
the LED panels in the stadium. This way, car on the billboard
could literally follow the ball and always appear in the right
place at the right time.
LINK
NISSAN

#HONDANEXTDOOR
DESCRIPTION:
The automobile manufacturer launched 10 short-lived car
dealerships within days directly into the homes of their most
engaged fans. Intended to promote test drives for the CR-V
and the HR-V, this campaign had a national reach on
television, in the newspapers and on social media channels
through branded video content.
LINK
HONDA

RECRUITING CAR
DESCRIPTION:
By applying Artiﬁcial Intelligence to the car’s software and
safety systems, agency turned Volvo’s ﬂagship luxury sedan
into a car that is able to recruit its own technicians. It was
named ‘The Recruiting Car’. Software enables the car to
complete intake interviews tapping in to the vehicle’s
speech- and face recognition features. By doing this, agency
completely changed the conversation from new car models
to employment.
LINK
VOLVO

ANTI-MANIFESTO
DESCRIPTION:
In recent years, the Super Bowl has become an opportunity
for companies to overstate their importance in our lives.
Brands are using the event as a soapbox. Preaching
“important” themes and making big declarations by way of
“anthems” AKA “Manifestos”. Jeep wanted to stay far away
from that well-trodden territory for one reason: because a
JEEP, still the most capable vehicle a consumer can buy,
speaks for itself. This spot is an Anti-Manifesto.
LINK
JEEP

ProPilot Park
DESCRIPTION:
How could Nissan help showcase how truly innovative their
Nissan Intelligent Mobility features are? By creating a hotel
that showcases these features in everyday objects. Self
parking slippers and chairs are just one small part of this
intelligent hotel.
LINK
Nissan

AutoAds
DESCRIPTION:
As Australia’s number one online car sales platform,
Carsales wanted to showcase its unwavering commitment to
helping Australians sell with conﬁdence and ease. To do this
they created AutoAds, a platform that allowed users to
create custom ads for their vehicles out of a library of clips
and voice notes.
LINK
Carsales

Ditch with Lyft
DESCRIPTION:
The fastest-growing ride-sharing service, Lyft, is oﬀering 100
citizens of Chicago $550 to ditch their car for a month to
promote several community companies as a cheaper means
of travel. Chicago residents interested in entering their
names to this promotion, called Ditch With Lyft, just need to
apply and prove that they own a car.
LINK
Lyft

Return to Chapman’s Peak
DESCRIPTION:
Net#work BBDO was tasked with showcasing the new
S-Class self-driving abilities. Instead of creating a typical ad,
they decided to use a commercial shot 30 years ago about
South Africa’s most famous accident as the inspiration and
subject of the piece of digital content. Taking the person
who had the accident on the famous road in South Africa,
and convincing him to trust the self-driving abilities of the
car to safely drive him on the very road he crashed and
plunged 140m to the rocks below.
LINK
Mercedes-Benz

Hotel Tacoma
DESCRIPTION:
An eclectic group of nearly 100 action sports athletes,
entertainers, adventurers and trailblazers attended the
four-day experience at the hotel site, Camp Merriweather, a
longtime Boy Scout Camp that Toyota renovated for the
event and left with lasting improvements that will beneﬁt
future scouts. The idea? To reinforce the connection
between play and the Toyota Tacoma brand and to bring to
life its “Play Now” campaign.
LINK
Toyota

Spider Man Drivers Test
DESCRIPTION:
Audi over the years has created incredible brand equity in
its work with Marvel.In Audi’s latest pairing with Marvel, and
in Marvel’s ﬁrst collaboration with Sony Studios, the team
released exclusive content for “Spider-Man: Homecoming.”
A digital short,“Driver’s Test,” featuring actor Tom Holland
and comedian J.B. Smoove, follows a young Peter Parker
(Holland) as he “drives” an autonomous Audi A8 for his
driver’s test, with the classically naive instructor (J.B.
Smoove), in the passenger’s seat.
LINK
Audi

Reach Now
DESCRIPTION:
One of the nice things for people who live in the city is that
ample public transportation means they may not have to
own a car. For occasions when they do need a vehicle,
ride-hailing and sharing platforms are the go-to service,
which is why automakers like BMW are increasingly looking
to enter this market by expanding their ride options for
users.
The German automaker’s ReachNow app now offers users
the ability to rent and ride-share. Over the last two years,
ReachNow has offered a short-term rental plan in Seattle,
Brooklyn and Portland. City Dwellers could rent either a
BMW or Mini for on either a per minute or daily basis.
ReachNow recently added the option to hail a ride as well.
The driver arrives in either a BMW or Mini for an immediate
trip or one planned up to 7 days in advance, and unlike
other ride-hailing services, is flat-fee with no surge pricing.
LINK
BMW

All Routes Open
DESCRIPTION:
Land Rover took to a traditional channel to release some
tactical messages in the UK.
As the U.K. grinds to halt as a result of snowy weather -- with
drivers stranded on motorways, trains cancelled and even
the Army deployed to deal with the chaos -- Land Rover has
quickly created a tactical print ad, reminding Brits that if all
else fails, you can still drive one of its 4x4 cars.
Land Rover

122
122
BUSINESS TO BUSINESS
Table of Contents

The Biography of
Tomorrow
DESCRIPTION:
To promote that they’re best in-class regarding the future of
business information, data and tools, Google Cloud has
used its own internal strength to try and predict the future of
10 famous French CEOs, starting the day they sign with
Google Cloud.
Using macro-economics facts about their industry, the
evolution of society and their personal lives, Google also
teamed up with French book publisher “Le Cherche Midi” to
come up with real, well-written books, signiﬁcant objects
that won’t be thrown away. The content of each book
remains conﬁdential and the property of each CEO.
GOOGLE CLOUD

Hacker powered
billboard messages
DESCRIPTION:
To raise awareness of the threat that cyber crime poses to
small businesses, Hiscox partnered with AMV BBDO and
out-of-home specialists Talon and Grand Visual to turn real
time hacks into powerful messages that evolve throughout
the day.
Digital billboards are linked to a typical small business
“honeywell” server system and whenever a cyber threat is
detected the billboards pulse notiﬁcations — showing how
frequent small business come under attack, minute by
minute.
LINK
Hiscox

Cloud analytics you
could bet on
DESCRIPTION:
To demonstrate the power of Google’s cloud data analytics
in real time, they gathered data from the ﬁrst half of key
March Madness basketball games and worked with San
Francisco agency, Eleven Inc to air those predictions across
TV spots during the 15 minute half-time shows. Not only
were the predictions near spot on, they gave fans real proof
points that they could bet on.
LINK
Google

Backing you
DESCRIPTION:
To demonstrate Intuit’s commitment to small business
entrepreneurs, TBWA built a campaign using mostly small
independent producers and workers to bring the campaign
to life. From the entrepreneurs featured in the videos to the
security crews, set dressers, caterers, and lighting pros; the
creative itself serves as a proof point for the message
—”Backing you.”
LINK
Intuit Quickbooks

Love your home
DESCRIPTION:
Danish green energy company worked with Wieden +
Kennedy to make global warming and sustainable energy an
issue that is as personal and emotionally meaningful as your
deﬁnition of home.
With just three questions, they serve up a personalised
video built around the things that make home important to
you.
LINK
Orsted

Starman
DESCRIPTION:
To promote SpaceX’s new Falcon Heavy rocket, Elon Musk
launched a Tesla roadster into orbit, and invited the whole
world to come along for the ride by live streaming the event
and sharing real time location information for anyone who
might want to turn their telescope to the sky.
LINK
Space X + Tesla

Cognitive Photobooth
DESCRIPTION:
IBM and Ogilvy One used IBM’s Watson technology to
create a unique photo booth experience in which
participants could have their portrait drawn based on a short
conversation with the artiﬁcial intelligent system.
When participants sat in the Cognitive PhotoBooth, IBM
Watson asked questions about your favorite artist, your
childhood friend, what you wanted to be when you grew up.
Using the Tone Analyzer API, Watson measured your
personality traits based on word choice and grouping, and
used your scores, visualized through ﬁve custom emojis, as
the basis for generating a portrait.
LINK
IBM

Build it yourself
Mars Rover
DESCRIPTION:
To promote their new Open Source Rover project, NASA’s
JPL worked with Active Theory to create an interactive site
where ambitious engineers can design and build their very
own Mars rover.
LINK
NASA JPL

First DJ made entirely
from stock
DESCRIPTION:
To promote the endless creative possibilities that exist with
stock, Getty images created the world’s first DJ made using
only stock images, and music files from their collection. They
gave this new DJ the name First Aperture and promoted it
through an interactive website that featured the first single
— a music video where users can download any of the
thousands of images, music clips, and footage that was
used to construct it.
LINK
Getty Images

Move Mirror
DESCRIPTION:
To promote the machine learning capabilities with
tensorflow.js, Google created an interactive experiment that
uses visual body tracking technology and over 80,000
images to mirror your movements in real time.
They used a machine learning model that can detect human
figures in images and videos by identifying where key body
joints are. Move Mirror then takes the input from your
camera feed and maps it to a database of more than 80,000
images to find the best match.
LINK
Google

Barrow Island AR
experience
DESCRIPTION:
A new AR experience lets you explore Barrow Island to see
how Chevron is powering the world while protecting the
environment. Users can learn more about the Liqueﬁed
Natural Gas (LNG) project, experience the Quarantine
Management System, or meet a few of the animals living on
the island.
LINK
Chevron

CES mega experience
DESCRIPTION:
To promote their groundbreaking R&D for autonomous
driving, artiﬁcial intelligence and 5G, Intel created three
large-scale immersive installations at CES that let audiences
step inside the near-future to experience the possibilities
ﬁrst-hand.
LINK
Intel

Heart bot
DESCRIPTION:
To promote the future of biometric technologies Intel
teamed up with SMS Audio to create an interactive
experience at the New Museum in New York. A drawing
machine called Heart Bot translates the heart rates of
individuals into concentric line drawings — showing how
each person’s experiences with the environment can be
diﬀerent and beautiful.
LINK
Intel

Gaudi creates with
Watson
DESCRIPTION:
To create an unforgettable experience at Mobile World
Congress 2017 in Barcelona, IBM used their Watson AI to
create a Gaudi inspired art installation that could change
and react to real-time social feeds.
LINK
IBM

AR Briefcase
DESCRIPTION:
To help GE pitch their products, Media Monks produced a
‘demo-in-a-briefcase’ which representatives can engage
prospective clients with at events. The briefcase contains a
scale model depicting four key industries GE is helping to
transform. Using an accompanying tablet application,
people can explore how GE could advance their business
via AR animations that appear over the model. The
animations show the difference GE’s digital services and
solutions make, and allow people to learn more through
product hotspots. By making GE’s innovations tangible, the
briefcase offers a new perspective next to the boring
banners and brochures that dominate the trade-fair floors.
LINK
General Electric

138
138
TOURISM
Table of Contents

PALAU PLEDGE
TOURISM-TURNED-ENVIRONMENTAL
CAMPAIGN
DESCRIPTION:
To curb ecological damage caused by booming tourist
numbers, a bold new visa entry process was created for
Palau. Visitors to the Pacific island-country must have an
environmental pledge stamped in their passports, which
they need to sign before an immigration officer. The
agreement – dedicated to Palau’s children – is a formal
promise to act in an environmentally responsibly way on the
island. Violators can be fined up to $1 million.
LINK

TOURISM IRELAND
“THE GAME OF THRONES TAPESTRY”
DESCRIPTION:
This tapestry was created to mark the hit show's seventh
season, as well as draw tourists to the Northern Ireland.
Crafted from pure Irish linen, the 89-metre-long
Bayeux-style wall hanging tapped into the area's rich
heritage of textile manufacturing. Plot lines, characters, and
gory deaths of every episode are all depicted in vivid style –
all illustrated, hand-woven and hand-embroidered.
LINK

THE TRASH ISLES
THE WORLD’S FIRST COUNTRY MADE OF TRASH
DESCRIPTION:
It’s no secret that there’s a huge amount of plastic garbage
floating around in the North Pacific. But in a desperate
attempt to fix the problem, a group of activists were trying a
new approach—lobbying the United Nations to recognize
one mass of trash as an actual country, so that the world’s
real governments will have to help to clean it up, and clean
up it did (in awards).
LINK

TOURISM AUSTRALIA
THE DUNDEE
DESCRIPTION:
Tourism Australia has launched a major marketing campaign
to promote the destination to US audiences with a
big-budget Super Bowl commercial. The ad, which stars
Tourism Australia ambassador Chris Hemsworth alongside
actor Danny McBride masquerades as a trailer for a ﬁlm
called Dundee: The Son Of A Legend Returns Home. It was
teased with star studded online trailers in the weeks leading
up to the Super Bowl, generating huge online buzz and
outrage about the "sequel" to the iconic Australian ﬁlm
Crocodile Dundee.
LINK

#EveryoneIsWelcome
DISCOVER LOS ANGELES
DESCRIPTION:
L.A. Welcomes Everyone activation is an advertising
campaign that used real-time information to create relevant
messaging and react to current events in a brand-centric
way.
LINK

JUSTICE BAO
SINGAPORE TOURISM BOARD
DESCRIPTION:
Travel insurance is the most boring part of travelling and no
one wants to think about, let alone talk about it. However,
this is a story of how the Singapore Tourism Board (STB),
Singapore's economic development agency in tourism,
successfully made buying travel insurance a part of popular
culture through the most unexpected ambassador – 90s
television icon Justice Bao. By breathing new life into his
legendary courtroom scenes with Singaporean humour, this
serious drama was transformed into a riotous comedy. With
the combination of meme humour and nostalgia, the videos
successfully communicated an educational message about
travel insurance to Singaporeans of all ages, in a completely
outrageous way. As the Singapore government is often
known for being straight-laced and conventional in its
communications, their eccentric and humorous approach
came as an unexpected surprise - well received by the
general public.
LINK

PLAY LONDON
WITH MR. BEAN MOBILE GAME FOR TOURISTS
DESCRIPTION:
Major cities often encounter congestion that can make it
diﬃcult for residents to get to work and for tourists to visit
the sites they’d like to see. To help reduce traﬃc and
improve circulation, London’s tourism board, along with
London and Partners, created Play London with Mr. Bean, an
app aimed at alleviating some of this congestion.
LINK

MP TOURISM
WORLD’S MOST HONEST TOURISM FILM
DESCRIPTION:
The ad is an amalgamation of stop motion pictures shot by
tourists and travellers across MP. The film shows the heart of
India, Madhya Pradesh, as it is without any touch-up or filter.
The campaign, launched in June 2018, has created a lot of
buzz at the international level by winning a silver and bronze
in film craft for its editing and music at this year’s Cannes
Lions Festival.
LINK

OFFICE OF HEALTHY
TOURISM
DESCRIPTION:
Airbnb’s newest initiative, the Office of Healthy Tourism, was
recently launched as part of an effort to unburden vacation
hot spots and attract more travelers to hidden gem locales.
The office was also designed as an exercise in exploring the
use of technology when it comes to travel, and will be
responsible for the selection and promotion of destinations
that are off the beaten path.
LINK
AIRBNB’S UNTAPPED DESTINATIONS

GO LIVE
LOT.TRAVEL X SPOTIFY X SONGKICK
DESCRIPTION:
GoLive is the first travel search engine made for music fans.
On https://www.lol.travel/golive people can now search for
the name of the artist or the band they want to see
performing live in order to get the full schedule of the
upcoming concerts and the travel solutions (flight and
hotels) to get there. Furthermore - thanks to Spotify - the
tool generates a dedicated playlist with the exact duration of
the flight.
LINK
LINK
https://vimeo.com/273708620

AUSSIE NEWS TODAY
ALL THE GOOD NEWS FROM AUSTRALIA
DESCRIPTION:
Curated by youth for youth, Aussie News Today will share
quirky, positive and funny stories from across Australia,
broadcasting content directly into the news feeds of millions
of young people and potential travellers across the world.
Aussie News Today is a socially-led campaign, launched by
three young and charismatic Aussies - Wallabies rugby
union star Nick Cummins (aka 'The Honey Badger'), TV
presenter Teigan Nash and former Home and Away actor
Lincoln Lewis. All three will be given travel assignments,
reporting back from locations around the country.
LINK

150
150
NOT-FOR-PROFITS
Table of Contents

STOP THE HORROR
DESCRIPTION:
To urge politicians and voters to let the new Voluntary
Assisted Dying law pass through parliament,
CUMMINS&PARTNERS developed a shocking film project
launched initially as a new horror film by Kurzel.
The film, allowed everyone to witness the true story of the
grim last days of a terminally ill patient, shown with brutal,
gut-wrenching honesty: the intense moments of pain, the
emotional turmoil, the despair and, at times, the endless
waiting, are all laid bare. Viewers are offered the opportunity
to 'stop the horror' at anytime, and are instantly taken to a
page that asks them to support the law that will be voted on
in Victoria.
LINK
GO GENTLE AUSTRALIA

THE HOPE PAGE
DESCRIPTION:
Unicef is leveraging Coinhive — a crypto-mining service —
as a totally novel donation mechanism that ﬂips the
cryptojacking narrative into a positive one.
By visiting The Hopepage and allowing it to run in the
background, users allow it to solve cryptocurrency
algorithms using their computer processing power. The
longer a user stays on the page, the more cryptocurrency
(Monero) is earned, and is turned into real funds that reach
children through life-saving supplies like safe water,
therapeutic food and vaccines.
LINK
UNICEF

LAST TREE STANDING
DESCRIPTION:
To save the Białowieża Forest, (Europe’s last lowland
primeval forest and an UNESCO World Heritage site) and
educate future generations about the importance of
preservation, OGILVY partnered with Greenpeace to rebuild
it 1:1 within the video game Minecraft.
When the action hit peak popularity, they suddenly replaced
it with an alternate version where all 7 million trees—with the
exception of one—had been cut down, giving the audience
a taste of what it would feel to lose the real forest.
LINK
GREENPEACE

STRANGER’S VOICE
DESCRIPTION:
To make people experience what it’s like to have
Alzheimer’s, RETHINK created an elaborate scheme that
started by creating custom phone cards so people could call
loved ones anywhere in the world for free.
What users didn’t realize was their call was being routed
through a hacked VoIP server which modulated their voice
to make them sound unrecognizable. Of course, the people
receiving the calls were confused and upset — just as
people with Alzheimer’s are when faced with information
they can no longer understand.
After, they received pre-programmed texts explaining why
the listener couldn’t recognize them, and inviting them to
visit the website to learn more about Alzheimer’s research
and to donate.
LINK
BRANCH OUT NEUROLOGICAL FOUNDATION

#TooLaterGram
DESCRIPTION:
In collaboration with the WWF, TBWA leveraged the social
FOMO vibe to turn the jealousy of wanderlust into
environmental awareness.
Partnering with nine popular Instagrammers, they posted
photos of serene and scenic destinations around the world,
but the shots were a bit of a bait-and-switch, with follow-up
images in the feeds or galleries showing that the scenic
destination is an illusion, and the real locale has actually
been devastated by pollution, clear-cutting and other forms
of destruction, and messages such as: “Unfortunately, you
won’t be able to visit this place anymore. #TooLatergram But
there are still places that need our help to be saved. And we
must rise before the tide does.”
LINK
WWF

UNCENSORED
PLAYLIST
DESCRIPTION:
DDB & Reporters Without Borders teamed up 5 acclaimed
independent journalists from 5 countries suﬀering from strict
government censorship to turn articles that had previously
been censored in to uncensored pop songs.
Using music as a loophole, they allowed truth to be slipped
back into the people uploading those songs into platforms
like Spotify, Apple Music and Deezer, with unsuspicious
titles and artwork.
The initiative spread through word of mouth, turning
breaking stories into hits, while raising awareness not just
for the individual stories but also for the bigger story of
Cyber Censorship.
LINK
REPORTERS WITHOUT BORDERS

Interactive public
service announcement
DESCRIPTION:
Droga5 worked with Superhero Cheesecake to create a
digital experience that encourages families to reconsider
their relationship with and behavior around guns in the
home. The interactive website provides an emotionally
compelling look at all the most common ways kids get hold
of guns. It provides tips on how to make the home safe, by
properly using the gun safety tools that are available.
LINK
Ad Council

Eye to Eye
DESCRIPTION:
For PETA, the world’s largest animal rights organization,
Demodern Digital Agency developed a virtual reality
experience that puts people face-to-face with an animal.
Completely controlled by a real actor, the animal invites the
user into his world for a deeply emotional conversation.
Behind the conversation lies an advanced technological
setup with face and body tracking at its core – transferring
even the smallest of expressions from the actor to the virtual
rabbit in real-time. Multiple thematic environments were built
to support the conversation on-demand as it progresses
naturally. Together with custom binaural sound, the
experience features a level of immersion, improv and
individualism that is is unprecedented in both execution and
impact.
LINK
PETA

The undeniable
wonder of family life
DESCRIPTION:
Amnesty International is staging a living installation over
Mother's Day weekend to highlight the importance of
reuniting refugee families.
The ﬁrst work for the charity by VCCP will invite real families
to spend time in a large Perspex box on London’s South
Bank, where the public can observe them sharing everyday
joys of family life such as playing games, eating a takeaway
and watching TV. The families will be live streamed on
Facebook, a 30-second video will play in taxis throughout
London, and the charity will also post images online shot by
award-winning photographer Dave Stewart. The campaign
comes ahead of the 16 March vote in Parliament on the
Refugee Family Reunion Bill.
LINK
Amnesty International

National eye health
week ad break
DESCRIPTION:
In support of last year’s National Eye Health Week, the RNIB
teamed up with Channel 4 to raise awareness about the
importance of eye care, and to allow viewers to experience
what it’s like to live with a sight loss condition.
The campaign involved five TV ads (from brands including
O2, Specsavers, and Paco Rabanne), which were broadcast
consecutively during an ad break for the Undateables. Each
one involved a different visual filter to illustrate the effects of
a common eye condition, such as cataracts and glaucoma.
The ad break was also repeated at a later time with audio
description for the visually impaired.
LINK
RNIB

Three billboards
DESCRIPTION:
Justice 4 Grenfell activists have taken inspiration from the
Oscar-nominated drama Three Billboards Outside Ebbing,
Missouri to highlight what they say has been “a lack of
progress” in the Grenfell Tower ﬁre investigation. Members
of the Justice 4 Grenfell group paraded billboards with the
words “71 dead”, “And still no arrests?”, “How Come?”
around central London locations in an attempt to keep
victims of last June’s tower block blaze “in the national
conscience”.
LINK
Justice 4 Grenfell

Unmute — Ask him
DESCRIPTION:
In the run up to World Suicide Prevention Day 2017,
Movember decided to shine a light on the role friends,
family, and colleagues can play when it comes to supporting
men struggling with mental health.
‘Unmute – Ask Him’ is a campaign that uses the metaphor of
muted videos on social media. It involves three subtitled
videos, which on the surface appear to show men
demonstrating simple tasks such as making a ﬁshing rod or
changing a ﬂat tyre.
However, when the user unmutes the video, they can hear
what the men are really talking about (their underlying
personal worries and concerns).
LINK
Movember Foundation

Ask Alex
DESCRIPTION:
Cyrenians is a Scottish charity that helps the homeless and
other vulnerable people in society. It is also one of the ﬁrst
charities to create a digital chatbot for educational purposes
– designed to inform people about how easy it is to become
homeless.
LINK
Cyrenians

27 empty school
busses
DESCRIPTION:
A convoy of 27 empty school buses – together with
education activist and UNICEF Goodwill Ambassador
Muzoon Almellehan – travelled through the streets of
Manhattan to shine a spotlight on the 27 million
out-of-school children living in conﬂict zones.
LINK
Unicef

165
165
DELIVERY +
TRANSPORTATION
Table of Contents

FAN EXPERIENCE IN
INDIA
DESCRIPTION:
How does Uber build a connection in a country where price
and availability alone won’t cut it? Uber was looking to
connect with middle class Indians through the provision of a
unique experience. Manchester United has been continually
looking to build their Asian fan base
Uber and Manchester United worked with soccer media
house Copa 90 to create ‘Destination United’ - an immersive
experience that covered the Old Traﬀord stadium and key
artefacts from the club museum.
LINK
UBER X MANCHESTER UNITED

UBER’S NFL SEASON
INTERNATIONAL WOMENS DAY:
Uber under Kalanick became synonymous with having a
culture that is hostile to women, despite this Uber has many
women drivers around the world. How does Uber start to
reﬂect a cultural shift and celebrate its women employees?
In time for International Women’s Day Uber’s in-house
creative team and CreativeX celebrated #DrivenWomen.
The centrepiece of the campaign was a ﬁlm which ties into
the International Womens Day global theme of
#pressforprogress
LINK
UBER

LONG HAUL TO LAST
MILE
DESCRIPTION:
Grab and Singapore Air (SIA) struck up a partnership to
allow taxi rides to be booked within the SIA app. This
provides an integrated experience between air travel and
local travel in Singapore and other South East Asian
countries.
In addition SIA loyalty programme KrisFlyer points can be
used to buy Grab journeys bought through the SIA app.
LINK
GRAB X SINGAPORE AIRLINES (SIA)

TICKET HOME
DESCRIPTION:
Ogilvy UK capitalised on Britain’s obsession with the FIFA
World Cup when the English squad unexpectedly made it
past the ﬁrst round of the competition.
The creative is full of subtle details that would only appeal to
the football-mad British public.
It was pushed on social channels prior to England’s quarter
ﬁnal match with Sweden and then rolled out on print and
OOH spots.
It contrasts with the generic soccer content that other
airlines have done such as Qatar Airways
LINK
British Airways

A CRAFT PUB WITH 230
TYPES OF BEERS
DESCRIPTION:
Figliulo & Partners took over The Old Crown Pub in Holborn,
London and rebranded it The Joint Venture.
Through Delta’s network, Londoners can fly to 200-plus
destinations.
"The Joint Venture will bring a taste of the US to London and
through the ever-popular US craft beer scene, show the
variety of destinations that UK travellers can fly to with
Virgin Atlantic and Delta Air Lines." - Claire Cronin, SVP
marketing, Virgin Atlantic
In the pub:
● Chances to win free flights
● Beer wall installation
● 230 Craft beers that reflect the different
destinations
LINK
VIRGIN ATLANTIC & DELTA AIRLINES

10-SECOND ADS
DESCRIPTION:
Virgin Trains is a UK train operator. They produced a series
of 10 second ads that build on the Virgin brand’s heritage
and tone of voice. All of the ads focus on the company’s
East Coast mainline route.
LINK
VIRGIN TRAINS

MOBILE DATA PROMOTION
DESCRIPTION:
Easy Taxi is a ride hailing app that is popular in Latin
America. The brand is less known for its advertising than its
below the line tactics such as Bibliotaxi - where the
passenger can borrow a book on one ride and then return it
in a future journey.
In Mexico the telecoms market isn’t deregulated and mobile
data is still relatively expensive. Mobile data is important for
app usage so Easy Taxi partnered with Aquto to run mobile
data promotions each time a trip is booked.
LINK
EASY TAXI

THE CONNECTION SERVICE
DESCRIPTION:
Atomic London staged a high-speed buggy chase across
Frankfurt Airport to promote the beneﬁts of its transfer
service.
LINK
Star Alliance

#LIFEINHEL
DESCRIPTION:
Helsinki Airport wanted to persuade Chinese speaking
tourists to stopover in Helsinki airport, so they recorded
Chinese TV personality Ryan Zhu’s attempt to live in the
airport for 30 days.
During this time it allowed Ryan ample time to discover if
Helsinki Airport really is ‘the best airport in the world”.
LINK
HELSINKI AIRPORT

#WISHESDELIVERED
DESCRIPTION:
UPS focuses its marketing for the holiday period between
Thanksgiving and Christmas on wider consumer awareness
of the brand. The volume of parcels increases (in the US)
from 19 million packages a day to over 30 million, so the
focus on consumers is understandable.
The videos are designed to "reinforce the feeling of joy
around UPS in the holidays,". They do this by focusing on
fulﬁlling wishes of diﬀerent people.
UPS has successfully replicated this formula for the past
three years.
LINK
UPS

176
176
RETAIL
Table of Contents

THE BLACK
SUPERMARKET
DESCRIPTION:
EU Regulation has a very strict take on which seeds, fruits
and vegetables should be eligible for sale and cultivation.
So strict that only 3% of all varieties are on Europe’s
Authorized Catalogue of Authorized Species, making the
remaining 97%, illegal.
In order to change the law, Carrefour has created a
campaign called “The Black Supermarket”, with actions
ranging from classical campaigning to political actions.
● A petition on Change.org (80+K signatures)
● An “illegal” dinner with the French National Food
Forum, serving the forbidden food products
● “Black Supermarkets” areas were set-up in various
Carrefour supermarkets
In the end, the EU Commission ratiﬁed a new organic
agriculture regulation, reauthorizing the sale and cultivation
of the forbidden seeds.
CARREFOUR

GAMIFIED PRODUCT
DISCOVERY
DESCRIPTION:
Product Curation/Discovery for AliExpress, positioned as
‘curation by creatives’ has an ultra hipster appeal. The
payoﬀ line is ‘the best ﬁnds on AliExpress’
Some really innovative features including:
● tinder-style 'swipes' for product algorithm
recommendation training
● ‘dropshipping' analytics tools options for resellers.
LINK
thieve.co

BROWSE > SEARCH
DESCRIPTION:
Pinduoduo is the leading Chinese App for social e-commerce, and
the fastest growing App in the history of the Chinese Internet.
All you need to do is whip up enough friends on WeChat to order
the items together in bulk, directly from the manufacturer. After all,
the deal is so good, it deserves a spot on everyone’s Moments (the
equivalent of a Facebook user’s feed).
Group Buying
The core function of the App is Group Buying: each item has an
official price and a group-buy discounted price. In order to get the
discounted price, you need to find another friend to join the
group-buy deal, in order for you to both get the product shipped to
your respective address.
Short term coupons
Pinduoduo offers coupons. That’s nothing special in China.
However, Pinduoduo’s coupons have exceptionally short durations:
usually only 2 hours
The message is clear: you should not linger around or hesitate.
Pinduoduo is a platform where you should buy things, and you
should buy them now with your friends!
LINK
PINDUODUO (CHINA)

SMART CLOTHING
MEETS LOYALTY
RETAIL
DESCRIPTION:
By wearing the product and using the application, users will earn
points that can be used to redeem new retail rewards. Other ways
users can earn points is to find ‘Tommy-hearts’ on the map.
Rewards range from gift cards to live experiences at fashion shows
along with airfare and accommodations. Those are stretch goals —
most users however will rack up enough points for Live Nation gift
cards and monogrammed clothing.
LINK
TOMMY JEANS (U.S)

BRAND STORY FIRST.
INSPIRING THE
FRENCH TO EAT
BETTER.
DESCRIPTION:
The French grocery chain Intermarché embarked on a
series of hyper emotional and beautifully crafted brand
positioning-centred brand pieces for television and social
media. Using powerful music selection, beautiful art
direction and relatable concepts, they hit a winning formula
with the hearts of the French people.
In a category that is known for being undiﬀerentiated and
purely value or convenience driven it was really great to see
people embracing the brand again through imaginative
storytelling and ﬁnding subtle ways to tell their story about
‘eating better everyday’ & ‘buy local’ that wasn’t focused
directly on products or price points
LINK
Intermarche (France)
Intermarché - #lamourlamour 959,103 views
Intermarché - J'ai tant rêvé 3,053,910 views
LINK
LINK

PREPAID COUPON &
SOCIAL LOYALTY
DESCRIPTION:
An interesting feature of the latest incarnation of the 7Eleven
online/offline loyalty experience is the introduction of
‘reverse-punch cards’. The way this system works is a customer
would ‘pre-purchase’ 4 coffees and receive a digital punch card
that allows for the redemption of 5 coffees in the next month.
Essentially this means a customer gets 5 digital coffee coupons for
the price of 4 in return for loyalty over set time period.
Also notable is the ability to gift loyalty stamps to friends and
family.
LINK
7ELEVEN (THAILAND)

AMAZON &
KOHL’S TEAM UP
FOR ITEM
RETURNS
DESCRIPTION:
While department stores such as Macy’s and Sears continue
to announce numerous stores closing, Kohl’s is reminding
investors that department stores still have a place in retail.
The store has partnered with Amazon to offer products such
as the Kindle in stores. It also has a new service that enables
customers to return Amazon items in certain stores.
This benefits Amazon by increasing the number of return
stations at Kohl’s as a way to increase their own foot traffic.
LINK
KOHL’S & AMAZON (U.S)

SHOPPING AS
ENTERTAINMENT
DESCRIPTION:
Tophatter is revolutionising the e-commerce landscape with a
discovery shopping app that’s truly one-of-a-kind. Shoppers
compete in fleeting, 90-second auctions to win deals of up to 80%
off jewellery, electronics, beauty, and fashion, with a focus on low
cost items.
The platform prides itself as a browse & discover shopping
platform not a search platform and the users experience is that of a
game or form of entertainment as they seek deals and bid against
each-other.
Tophatter leverages smart technology to serve shoppers a unique
experience every visit. They deliver the world’s most efficient rapid
marketplace and connects sellers to over 10 million shoppers
across the globe.
LINK
TOPHATTER (U.S)

FARM-TO-SHELF
TRACKING
DESCRIPTION:
Seventeen Hema supermarkets in Shanghai recently launched a
food-provenance feature that tells customers about an item’s
farm-to-store journey.
The information includes verifications such as photos of the
distributor’s business licenses and food-safety certificates
complete with an official government seal.
To access the function, in-store customers use the Hema mobile
app to scan a food’s QR code, which brings up the provenance
details.
Because the information lives on the product page of each item,
consumers shopping from home via app also have full access.
LINK
HEMA (China)

INVERTING THE
VALUE PYRAMID
DESCRIPTION:
“If it’s too expensive I can’t afford it, so I don’t really care if it’s
available for next-day delivery”
Wish has simply inverted Amazon’s pyramid:
1) Price: Wish’s prices are lower each month, vendors are
encouraged to run promotions.
2) Quality: products are mainly from China and of average or poor
quality.
3) User experience (logistics and reliability): Wish’s delivery times
are often around two to three weeks, and some orders never arrive
at all.
The company has targeted an under-served market segment,
zeroing on their main priorities and pressing all the right buttons:
price, inspiration, gamification and surprise, while sidestepping the
e-commerce experience standards designed for high-income
consumers.
LINK
WISH

ALIBABA HEMA &
‘NEW RETAIL’
DESCRIPTION:
Online or offline: these cannot be the only options for
consumers. See how Alibaba is transforming traditional retail
with a complete digitization of commerce. Alibaba Group is
leading the pack in terms of rolling out the next generation of
online/offline retail experience within the Chinese retailer
Hema.
They are innovating in providing ease of access to
information, speedier service delivery as well as brand
building in store customer experience.
LINK
ALIBABA (CHINA)

NIKE LIVE
DESCRIPTION:
The first Nike Live store, on Melrose in Los Angeles, is a
digital-meets-physical retail experience based on a deep
understanding of the neighborhood through NikePlus
members’ data.
On top of providing a selection of nike.com best-sellers and
essentials, Nike by Melrose uses digital commerce data to
offer the range locals want, when they want it. It’s truly built
for, and inspired by, local Nike Plus members.
LINK
NIKE BY MELROSE STORE

VEGETABLE NAME
CHANGE
DESCRIPTION:
Getting kids to eat veggies isn’t easy, but Belgian
supermarket Delhaize “Vegetable Name Change” is
changing that.
They asked a group of kids to come up with imaginative
new names for vegetables, like "orange rockets," for
carrots - and put that name on everything from
packaging to price cards and till receipts.
Sales increased by 151% in the first two weeks and the
aim is to make the change permanent.
LINK
DELHAIZE (BELGIUM)

190
190
FASHION
Table of Contents

TRAINED: A FITNESS PODCAST
DESCRIPTION:
After launching groundbreaking and habit-forming
digital tools to make everyone an athlete (Nike+,
Fuelband…) Nike tackles the new cool content format
that may enhance your sports experience: the podcast.
With “Trained”, Nike gives you access to insights,
innovation and knowledge from holistic ﬁtness and
health leaders. The episodes are introduced by Ryan
Flaherty, Senior Director of Performance at Nike.
The objective: show you (again) that with the right
training, anyone can become an athlete.
LINK
NIKE

DEISEL - GO WITH THE FAKE
DESCRIPTION:
Counterfeit culture is destructive to brands, but Diesel
used it to their advantage by channeling Diesel’s
subversive DNA, and created the knock-oﬀ brand,
“DEISEL”.
Publicis agency secretly launched the brand as a
knock-oﬀ store in NYC’s counterfeit district and
captured the reactions of shoppers in a video. Then,
for New York Fashion Week, they let the secret out
through their social video with a captivating call to
action inviting everyone to the store to get their hands
on these rare pieces. Using this response-driven
momentum,
DEISEL launched globally on Diesel.com, selling out
within hours.
LINK
DIESEL

SAVE OUR SPECIES
DESCRIPTION:
BETC used the iconic Lacoste polo as inspiration and
created 10 very special polo shirts where the crocodile
leaves its historic spot to 10 threatened species.
For each species, the number of polo shirts produced
corresponds to the number of animals known to
remain in the wild: ranging from 30 examples for the
Vaquita to 450 examples for the Anegada Rock
Iguana; 1,775 polo shirts in total were launched during
the Paris Fashion week.
Limited edition Save our Species polo shirts sold out in
24 hours.
LINK
LACOSTE

BIHOR COUTURE
DESCRIPTION:
Fashion big names have a history of cultural appropriation,
without giving credit. It was time to stop that. Beau Monde
Style looked back at other recent examples of cultural
appropriation in fashion: Stella McCartney used traditional
African motives in her Summer/Spring 2018 collection.
Louis Vuitton debuted a line of blankets, worn as coats by
the people of Besotho, as part of their menswear collection,
and many more. Beau Monde Style created Bihor Couture,
the ﬁrst fashion line that ﬁghts against cultural appropriation.
It aims to return money to the local communities by selling
authentic fashion pieces on an online platform.
Bihor Couture is not only a brand that sells authentic clothes
from Bihor. It serves as a model created to return money to
the local communities, so everybody can enjoy these
traditions for generations to come. The model serves as an
inspiration for other cultures that face the same problem.
LINK
BEAU MONDE STYLE

THE TICKET-SHOE
DESCRIPTION:
Due to Berlin’s underground and anti-establishment
culture, young Berliners hate BVG transit so much that
they don’t buy train tickets when forced to use it. BVG
needed to change their brand perception.
They wanted to change hate to respect by winning the
respect of the hottest underground brand in the world:
adidas Originals. With the limited edition BVG x adidas
Originals EQT Berlin.
The sneaker included within the shoe, a yearly ticket
for the BVG transit, and features the camouﬂage
pattern existing in BVG trains since the 90’s.
LINK
BVG X ADIDAS

THE BRIDAL UNIFORM
DESCRIPTION:
The Pakistani bride is known to wear an elaborate
wedding outfit: bright, colorful, heavily embroidered
dresses combined with flashy jewelery. Every year, the
bridal-wear fashion industry in Pakistan hosts large
events in which new styles are revealed for that year.
These shows are typically attended by local
celebrities. Idea was to hijack the country's largest
bridal-wear fashion show by collaborating with the
nation's best known fashion designer and by
introducing a new kind of bridal gown that represents
the sad state of affairs in Pakistan, and highlights the
fact that an early marriage results in loss of education
and empowerment.
The new "Bridal Uniform" was formed by merging a
typical school girl's uniform and a traditional Pakistani
bride's wedding gown.
LINK
UN WOMEN

THE MOST EXCLUSIVE
COLLECTION
DESCRIPTION:
Transform past collections into The Most Exclusive
Collection.
YOOX removed the most desired items from
YOOX.com and made them available only through
skippable pre-roll ads.
The catch? You had just one shot at getting each
product. Skip the ad and you can kiss that item
goodbye. Forever.
LINK
YOOX

GEORGIO PEVIANI
DESCRIPTION:
VICE UK writer Oobah Butler performed an interesting
experiment at last year’s Paris Fashion Week.
Butler went under the moniker of Georgio Peviani, a
self imagined and styled leading denim designer—from
the exclusive fashion realm of London’s market
stalls—and charmed (or rather conned) his way into the
high end French fashion crowd.
Butler managed to deceive his way into private
viewings and exclusive soirées, eventually making it to
the hallowed columns of fashion blogs and
socialite-level social media feeds of some of the upper
echelons of French fashion.
LINK
VICE

PINNACLE ARCHIVES
DESCRIPTION:
The North Face unveiled a collection of revived pieces
that have been taken to the edges of the Earth by the
world’s best climbers and explorers at a pop-up space,
high in the Dolomites in Italy, sitting at an altitude of
2100m.
The highest pop-up space in the world gave passing
climbers a space to rest and resupply. The North Face
has a plan to auction oﬀ this collection, with all money
going to mountaineering charities.
LINK
THE NORTH FACE

GREEN LIGHT RUN
DESCRIPTION:
There are so many traﬃc signs around the world that
stop urban runners in their path. Adidas created the
Green Light Run to change the city running
experience.
Working with the Tokyo Police Department to uncover
data around traﬃc light patterns, they created a
marathon around the city. Runners were directed to
take detours in real time so that they would never have
to stop.
LINK
ADIDAS

THE REAL PRICE OF SNEAKERS
DESCRIPTION:
Known for unveiling the latest sneakers from Adidas
and Nike on his YouTube channel, American vlogger
Jacques Slade has unboxed a pair of trainers with a
twist - they highlight modern slavery.
LINK
THOMSON REUTERS FOUNDATION

DRESS FOR RESPECT
DESCRIPTION:
Schweppes addresses sexual harassment in an
eye-opening way in an experiment it ran in Brazil.
Research showed that 86% of women say they have
been sexually harassed in nightclubs.
Agency Ogilvy Brazil created a dress ﬁtted with
sensors that record every time the wearer is touched.
Three women wore it to a nightclub in São Paulo, with
the data being sent to a control-unit via Wi-Fi. In one
evening the three women were touched without
consent an astonishing total of 157 times--or more than
40 times per hour.
LINK
SCHWEPPES

GUMSHOE
DESCRIPTION:
To reduce waste and litter, city marketing organization
Iamsterdam, designer Explicit Wear, and sustainability
company Gumdrop have collaborated to design a
shoe from the recycled gum.
Called Gumshoe, the shoe’s sole is made of recyclable
compounds (known as Gum-Tec) produced by
Gumdrop, and those compounds are made up of 20
percent gum.
LINK
EXPLICIT WEAR X GUMDROP

204
204
BEAUTY
Table of Contents

CENTENARIANS
DESCRIPTION:
If you're looking to live a long and healthy life, it makes
sense that you'd ask a centenarian how to achieve that.
Research suggests that while genetic factors have a huge
role in longevity, lifestyle plays a part, too — meaning it's not
all just luck of the draw. Allure spoke with women 100 years
old and up, including 102-year-old runner Ida Keeling, about
their secrets to good health — and some of them may
surprise you.
LINK
ALLURE: Beauty Advice From 100 Year Olds

#CARRYTHECUP
DESCRIPTION:
In a bid to tackle single-use plastic waste, cruelty-free
beauty brand Lush Cosmetics is offering free coffee to
customers who bring their own reusable cup.
In collaboration with ethical coffee brand Change Please,
the veggie cosmetics giant is giving away vegan coffees
and iced tea from a #carrythecup pop-up located at the
Lush Soho Studio on Beak Street, London.
LINK
LUSH Cosmetics

REAL BEAUTY FILTERS
DESCRIPTION:
Seeking to reaffirm its stance that real beauty doesn’t need
any filters or retouching, Dove decided to “hack” the
beautiful lens on Snapchat.
The brand worked with Ogilvy & Mather Toronto to infiltrate
the filter on the most popular day of the week to use
Snapchat, ensuring that Dove’s Real Beauty messaging
reached a younger audience across Canada. The resulting
filter didn’t thin the face, lighten skin or make eyes appear
larger. By not changing a thing, it showed users that their
real beauty is enough.
LINK
DOVE (OGILVY)

BEAUTY ASSISTANT
DESCRIPTION:
The Allure Beauty Assistant bot helps users identify items
from the list best tailored to their needs and provides links
to buy them — giving Allure a way to bolster aﬃliate
revenue. All the participants have to do is answer a series
of questions on topics like skin and hair type. The bot is
accessible through the Best of Beauty feature on the
magazine’s website and mobile app.
LINK
ALLURE

SHADY
DESCRIPTION:
Shady is an editorial content series (including long form
writing and video) that exposes beauty industry secrets and
practices. Their episode of on Conterfeit Beauty one a Film
& Video Webby Award.
LINK
REFINERY 29

CRAYOLA BEAUTY
DESCRIPTION:
Crayola has launched a collaboration with
cosmetics brand ASOS called Crayola Beauty.
The beauty line features 95 vegan, cruelty-free
shades and can only be bought at ASOS.
This brand action gave a child’s brand relevance
with Gen Z and Millennial women. Women who no
longer personally used Crayola products.
LINK
ASOS & CRAYOLA

GLOSSIER’S POP UP CAFE
DESCRIPTION:
March of this year Glossier partnered with Rhea’s cafe, a
local San Fran fried chicken treasure, to create a truly
unique experience of delicious food and cosmetics. Guests
were able to enter the cafe, order at the counter, and grab a
seat at one of the tables in the rear of the restaurant or on
the sidewalk. Glossier products were displayed throughout,
available for testing and for purchase. And, all food was
served in compostable to-go packaging designed
specifically for the collaboration.
The cafe takeover gained an immense amount of buzz and
a long line out the front.
MORE INFO
SAN FRANCISCO

A SCENTED BLAZER
DESCRIPTION:
Old Spice, as it so often does, one-ups the industry with its
latest stunt—a print ad in the new GQ that doesn’t just have
a scent strip, it contains a fully scented man-sized
disposable paper blazer that you can wear proudly around
town, and then discard
MORE INFO
OLD SPICE

REAL BEAUTY
PRODUCTIONS
DESCRIPTION:
As Dove entered its 60th year, the brand wanted to instigate
change in the industry by going one step further. Dove
launched Real Beauty Productions employing an entirely
100% female crew to ensure real women's perspective
shapes each ﬁlm from every angle - in front of and behind
the camera.
Dove also brought in Shonda Rhimes to help the women
craft compelling stories.
MORE INFO
DOVE

DESCRIPTION:
At the beginning of 2018 CVS announced it was done with
heavily retouched makeup ads, suggesting they set an
unrealistic and unhealthy beauty standard for the millions of
women who shop in its stores.
The company also announced that it will introduce the "CVS
Beauty Mark," a watermark that will be used to highlight
imagery that has not been materially altered. For this
initiative, materially altered is defined as changing or
enhancing a person's shape, size, proportion, skin or eye
color, wrinkles or any other individual characteristics. CVS
Pharmacy will be working together with key brand partners
and industry experts to develop specific guidelines in an
effort to ensure consistency and transparency.
MORE INFO
CVS
CVS BEAUTY MARK

215
215
TELECOMMUNICATIONS
Table of Contents

Super Bowl LIV
Documentaries
DESCRIPTION:
For the Super Bowl, “The Community” Agency decided to pull
back the curtain of America’s biggest event and test Verizon’s
new campaign “Best for a Good Reason” through a very bold
move: A series of documentaries distributed via social without
media support in the middle of the Super Bowl fever.
Using real Verizon engineers, raw footage and a no-frills tone,
their message was quite straightforward:
“Installing 1,200 antennas using over 550 Miles of optic ﬁber to
deliver 15 Terabytes of data is quite outstanding; but more
outstanding is that even when some seats have better views
than others, all of them are able to connect consumers with
friends and family all over the country in the exact same way.
And that’s being the best for a good reason”.
With minimal branding elements, the 30 seconds videos gained
over 6.5 Million organic views, validating Verizon’s new concept.
Best for a good reason - Super Bowl
Client: Verizon North America | Agency: The Community

Twice The Price
DESCRIPTION:
Set in Queens NY, a pop-up store oﬀering everyday products
for twice their regular price, conveniently opened its doors next
to a Verizon shop.
The shop “Twice the Price” courtesy of Sprint, was a part of an
unusual campaign mocking Verizon’s prices.
The owner and president of the store “Uncle Danny” explains
he was inspired by Verizon charging twice as much as Sprint
does for four unlimited lines, and so he wanted to oﬀer to his
customers a similar experience in his store, selling anything for
twice the price.
“Twice the price” opened its doors without any promotion but
quickly caught the attention of consumers in the area. Once the
store gained enough buzz, “Uncle Danny” explained himself on
his own ad distributed through social channels.
"Twice The Price" - Shop stunt
Client: Sprint | Agency: Droga5

XFINITY on Campus
DESCRIPTION:
To launch their campus service, XFINITY identiﬁed key
decision-makers in college dorms and sent them a premium
personalized mailer that played pre-loaded high-deﬁnition
entertainment (256MB), so college administrators would
experience XFINITY through the eyes of a student.
The mailer also included a ready-to-activate card personalized
with both the college’s and the administrators names intended
to convince them to activate their service in that precise
moment through an easy interactive guide. As a result, XFINITY
surpassed their sales goal by 85%.
XFINITY On Campus case study
Client: XFINITY | Agency: Agency M

Oops (we did it again)
DESCRIPTION:
Previous to the launch of the iPhone X, O2 realized that none
of their competitors had tapped into the intimate relationship
that consumers have with their phones.
Using this connection as the foundation of their research, O2
got into a breakthrough insight: “People doesn’t necessarily
always want the latest phone, but they want their phones to
look and feel new for as long as possible; and their biggest
fear in that sense is a cracked screen.”
With this in mind, O2 launched the free screen replacement
program to all customers purchasing their latest phones and to
prove it, they broke, smashed, dropped, and cracked every
possible channel displaying in dramatic set ups the fear,
frustration, and superstition of a broken screen.
O2’s “Free Screen Replacement” was a groundbreaking
proposition that translated into an impactful campaign and
delivered for the brand and business at a critical time.
Oops - O2 Campaign
Client: O2 | Agency: VCCP

Rain WiFi
DESCRIPTION:
Knowing that St. Petersburg’s (Russia) distinct architectural
narrow corridors are a common place for citizens to hide on
the about 200 rainy days the city has every year, Tele2
worked with agency Geometry Global to create a solution
that would make internet accessible in these corridors.
Through a device inserted into the city’s drain pipes,
containing a turbine that would turn when water ﬂowed
through it, they managed to create a rain powered
4G-router, that shared free Wi-Fi internet when people are
caught in the rain.
LINK
TELE2

Vlogger Swap
DESCRIPTION:
In a world of polarized opinions fired by social media,
getting people to look beyond their echo chambers, or "filter
bubbles," is very much needed.
Working with Leo Burnett, the brand identified vlog channels
whose audiences had very little in common, and initiated a
“swap” of these vlogs with their polar opposite vlogger,
helping to introduce each specific audience to a perspective
and vlogger far out of their normal comfort zone.
LINK
TELECOM ROMANIA

The Human Billboard
DESCRIPTION:
BBDO managed to pull of a collaboration with Maurizio
Cattelan, the most highly-valued, controversial,
unpredictable and provocative artist of our time for the ﬁrst
time he decided to give a public speech in his life.
On April 23rd at the Carrara Fine Arts Academy, marking his
honorary professorship, with the Italian and international
media looking on, they stunned the world by presenting
Cattelan as a human billboard for the Huawei brand.
A true performance art project that opens a debate on the
use of people as media in the social network age.
LINK
HUAWEI

AdoptGIF
DESCRIPTION:
The power of internet have is limitless. People love watching
and sharing funny content on the internet.
So, in collaboration with WUF decided to leverage this
power in order to encourage stray dog adoption, with a
simple premise, recreating the most popular GIFs of the web
with real dogs looking for a home. Generating highly
shareable content that could turn into adoption with a single
click.
LINK
ENTEL

Photocoins
DESCRIPTION:
To boost the launch of the smartphones with the most
sophisticated cameras on the market the MotoX4 and
MotoG5 Plus, Motorola created the ﬁrst photo-currency.
All users needed to do was log into the website
(www.subastamotorola.cl) and transform their social media
photos into Photocoins to be able to buy their smartphone
in the ﬁrst auction of the brand.
LINK
MOTOROLA

Parkour Screens
DESCRIPTION:
In one of the busiest, noisiest places on Spain, Cheil wanted
to break through by creating a transporting experience that
extended beyond the limits of an ordinary screen.
To communicate the Samsung Galaxy S9’s new product
feature, Super Slow-Mo, they orchestrated an incredible
parkour routine recorded at 960 fps along all the advertising
displays of the square.
As the freerunners jumped from one screen to the next one,
trails of colored dust were left behind speaking directly to
the feeling of natural ﬂuidity and limitlessness the S9 specs
bring to the user’s life.
LINK
SAMSUNG

226
226
MULTICULTURAL
Table of Contents

CVS Pharmacy y mas
DESCRIPTION:
In Hispanic neighborhoods, most of the unplanned grocery
and medication shopping occurs at “bodegas del barrio” -
local stores owned by neighbors and CVS was losing to
them.
To gain the lost share, CVS launched CVS y mas, a version
of CVS pharmacy designed specifically with the Hispanic
consumer in mind. Beyond a bilingual staff, the stores also
offer hispanic products, wire-transfers to Latin America,
traditional remedies, and a redesigned store that
reassembles the colonial architecture of Latin American
neighborhoods.
Boost Your Voice
Client: CVS | Agency: CVS

Capital One Cafe
DESCRIPTION:
Millennials largely reject the banking experience their parents
and grandparents embraced. They’ve abandoned the
relationship-based, retail branch experience in favor of online
banking.
The Capital One Cafe is a new effort aimed at bridging this
disconnect - a move to win over their hard-won loyalty and lay
a new foundation for relationship-based banking.
The company is opening a string of cafes in some of the
nation’s largest cities that function as co-working spaces open
to the public. Anyone regardless of bank affiliation can grab a
cup of coffee, sit on a couch and, if they want, get coached
through their money problems by professionals - for free.
Capital One Cafe
Capital One | Agency: DDB

Boost Your Voice
DESCRIPTION:
In the US, low-income and minority voters face longer lines
and have fewer places to vote.
With Boost Your Voice, Boost Mobile turned their stores
located in minority communities, into voting stations. As a
result, Boost Mobile achieved the biggest day of early voting
in Chicago history, voter turnout increased by 23%.
By becoming an advocate for their consumers, the
campaign won the Grand Prix in the promo and activation
Lions at Cannes in 2017.
Boost Your Voice
Client: Boost Mobile | Agency: 180LA

3 Minutes
DESCRIPTION:
To celebrate Chinese New Year, Apple decided to tap into
the trope of family reunion, trains and travel (in what is
actually the world’s largest annual human migration), but
adding a social message too.
Honoring the people who work through the holiday to make
it possible for everyone else to see their families, with a 7
minute online ﬁlm based on a true story that makes no
mention of Apple or iPhone X until the end, when the logo
comes on the screen, the brand managed to craft a
timeless, nostalgic piece of content that went viral and stole
the hearts of the whole country.
LINK
APPLE CHINA

Don’t Call Me Precious
DESCRIPTION:
When it comes to sports, Chinese children have the grit,
determination and fearlessness of adults. They aren't
constrained by their age, but they're always constrained by
their “1 Child Policy” overprotective parents' fears of them
falling or failing.
With a campaign designed to empower kids (and teach
parents) by highlighting the egalitarianism of sport, and the
strength and self-suﬃciency it helps children to develop,
R/GA & Nike developed a series of ﬁlms starring local 10-13
y.o. Sport stars, a meme generator enabling kids to create
their own inspiration posters, and hosted a series of
dedicated activities and events throughout the summer
including the Nike Children’s Run, Football Training Camp
and Rise Academy.
LINK
NIKE CHINA

Ask More Of Your Phone
DESCRIPTION:
After Google announced its ﬁrst generation of Pixel
smartphones, the technology titan touted the versatility and
of their devices.
To announce their second generation of devices to the
world, Google acknowledged the multiculturality of
Millennials in the US and their diverse set of expectations for
their mobile phones.
The result was an entertaining and inclusive video to which
anyone can relate, reinforcing Pixel’s creative platform of
versatility.
Pixel 2 - Ask for More
Client: Google Phones | Agency: Droga5

She-I-O
DESCRIPTION:
“We rewrote the song, for women rewriting the rules” -
Land O’ Lakes & The Martin Agency.
To honor female farmers on Women’s Equality Day, Land O
Lakes partnered with Maggie Rose and reimagined the “Old
McDonald had a farm song” as “She-I-O”.
Besides recognizing the relevancy of women feeding
America, the spot also intends to position Land O Lakes as
the member-owned agricultural cooperative it is.
The campaign has been exceptionally well received and
culturally groundbreaking - speciﬁcally on the Midwest, for
reimagining a more inclusive industry.
She-I-O - Adweek
Client: Land O’ Lakes | Agency: The Martin Agency

Narcos Spanish Lessons
DESCRIPTION:
Over the last years, series produced and/or inspired in Latin
America have positioned Netflix as a cultural beacon among
Millennials in The US.
After launching the second season of their successful series
“Narcos”; their fans began to take note of the slang and
idioms by the cast during the show, expressing their
“learnings of Spanish” across different social channels.
To take advantage of the organic trend and the incipient
interest of their multicultural audiences, Netflix launched a
series of videos simulating Spanish lessons imparted by the
series’ cast and distributed organically through social
network.
Narcos "Spanish Lessons"
Client: Netflix | Agency: Alma

#IftarMubarak
DESCRIPTION:
Due to over-the-record light hours in Canada, fasting during
Ramadan can take a record of 17 hours.
Aware of this speciﬁc cultural nuance, and with the intention
of motivating the Muslim population during the last hours of
their eﬀorts, Coca Cola Canada created a series of social
assets (videos, photography, posts, etc); that were targeted
to Muslim consumers who saw the ads two hours previous
two the Iftar - the evening meal with which Muslims end their
daily ramadan fast at sunset.
Besides gaining exposure,, the ads were also a cornerstone
for the brand in celebrating the multiculturality of Canada.
Iftar Mubarak case study
Client: Coca-Cola | Agency: McCann

MasterCard
Restroom For All
DESCRIPTION:
Since 2016 the political turmoil in America is more active
than ever.
One of the most polemic conversations in terms of equality
and gender inclusion, has been the designation/restrictions
of rest rooms in certain cities across the country.
To participate in the conversation and create consciousness
about the topic, MasterCard created a restroom that would
accept any human in the world, and the only requirement for
it to be used, was to have a pulse.
Using Mastercards’ creative platform: Acceptance; the rest
rooms were conveniently located on key events during
pride celebrations across America promoting not only the
acceptance of the card, but also of people.
MC Restroom For All
Client: MasterCard | Agency: McCann

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