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2014 Ideas

"Australia Day" - McDonalds - Australia

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"Australia Day" - McDonalds - Australia

To promote McDonalds over the Australia Day weekend they adopted their local nickname of Macca's in a fully integrated marketing campaign from store signage to social media. The result was 11 billion PR impressions and a 6.7% increase in sales that's 300,000 extra burgers.

WWF - China - "Digital Earth Hour"

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WWF - China - "Digital Earth Hour"

To promote awareness of the WWF Earth Hour and the importance of conservation a code was developed which would black out the landing pages of the major websites in China with only some light around the cursor and the message 'only light up what you need'. 50 million screens were blacked out.

"Driving Dogs" - Mini and SPCA - New Zealand

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"Driving Dogs" - Mini and SPCA - New Zealand

Mini is the main sponsor of the SPCA in New Zealand and wanted to encourage the adoption of rescued dogs by demonstrating they were smart enough to drive a car. The campaign resulted in 10M YouTube views and 10k Facebook fans and all the dogs were adopted.

"Hands on Search" - Yahoo - Japan

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"Hands on Search" - Yahoo - Japan

Yahoo integrated voice recognition with crowd sourcing and 3D printing to all visually impaired children in schools throughout Japan to search and produce over 100,000 items. The open source software and Hands on Search is now available to everyone, everywhere.

ABTO - Brazil

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ABTO - Brazil

To shock Brazilians about the waste of burying healthy organs , ABTO convinced the eccentric celebrity Count Chiquinho Scarpa to announce on Facebook he was going to bury his U$500,000 Bentley - inspired by the pharaohs who buried their treasures. The stunt caused uproar on social media then with mass media a significant increase in donors.

"Reborn Apps" - The Organ Donation Foundation - Belgium

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"Reborn Apps" - The Organ Donation Foundation - Belgium

The Organ Donation Foundation asked large scale event organisers to allow them to convert their obsolete apps into a way of donating organs. The insight was that many who downloaded the original app kept it on their phone after the event and there was the opportunity for it to be reborn.

Smart TXTBKS

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Smart TXTBKS

Having to carry heavy books to school was having a serious impact on the performance and health of children in the Philippines. Smart Communications converted schools texts into surplus sim cards turning old analogue phones into a new type of textbook making children happier and smarter.

Mini and SPCA - New Zealand

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Mini and SPCA - New Zealand

Mini is the main sponsor of the SPCA in New Zealand and they wanted to encourage the adoption of rescued dogs by demonstrating they were smart enough to drive a car. The campaign resulted in 10M YouTube views and 10k Facebook fans and all the dogs were adopted.

"Smart TXTBKS" - Smart Communications - Philippines

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"Smart TXTBKS" - Smart Communications - Philippines

Having to carry heavy books to school was having a serious impact on the performance and health of children in the Philippines. Smart Communications converted schools texts into surplus sim cards turning old analogue phones into a new type of textbook making children happier and their lives a lot easier.

Peru & Coke

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Peru & Coke

Despite being a wonderful country to live Peru does not have a reputation of being a happy place. Whilst there is no law against smiling in ID photos most Peruvians look pretty sad. Coke saw this as an opportunity to spread happiness across the region by installing special photo booths which were activated by smiling. Smiling Peruvians were also rewarded with a free Coke. The idea resulted in more than 1.3 M shares on social networks and $300M worth of free media 90% of new ID's in the first month of the campaign were happy I.D.'s

"Pet Food Press Release" - Affinity - Spain

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"Pet Food Press Release" - Affinity - Spain

Affinity a leading pet food brand in Spain wanted to create interest in “Comunimals†a new online community for pets and their owners. They targeted journalists and bloggers with a press release personalised with their pets name and also made to be eaten by the pet. The press release was published in 190 general media outlets and a plethora of specialist media titles as well as written about in over 80 blogs with a value of c 250k Euros on a budget of 25k Euros. Of 300 press releases 36 were eaten by cats and 71 by dogs.

"GAYTMs" - ANZ Bank - Australia

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"GAYTMs" - ANZ Bank - Australia

To raise awareness of ANZ Bank as the Principal Partner of the Sydney Gay and Lesbian Mardi Gras they transformed the city centre ATM's into GAYTM's. All GAYTM's transaction fees were donated to gay and lesbian charities. The rainbow coloured GAYTM receipts became a collector item with rolls that normally last one week running out in less than an hour. The idea exploded on social media and made national headlines.

USA - McDonald's

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USA - McDonald's

I in 4 children in America cannot read. To promote the joy of reading McDonald’s gave away over 20 million children’s books in Happy Meals. To draw attention to the issue of children’s literacy a McDonald’s restaurant in Chicago was transformed into “The Literacy Storeâ€. Every word in the restaurant from the menu boards to the restroom signs was replaced with nonsensical, unreadable words to demonstrate the experience of being unable to read.

"The Magic of Flying" - British Airways - UK

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"The Magic of Flying" - British Airways - UK

The objective was to raise awareness of the breadth of destinations offered by British Airways and inspire potential customers by reminding them about of the magic of flying. Using an antenna connected to a special billboard in Piccadilly Square the advertising messages changed in line with the planes travelling overhead displaying the flight number and destination. There were over 350 M visits to the British Airways website as a result of this idea.

Sony - "Bottled Walkman"

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Sony - "Bottled Walkman"

Music is the ultimate performance enhancer - synonymous with the work out. However the one activity Sony was missing out was swimming - until they developed the Sony Waterproof Walkman. Despite being a great product sales were less than they hoped. The Bottled Walkman was a game changer - providing a new distribution channel via vending machines making it as easy to buy as bottled water. Effective promotion via social media channels led to an increase in 400% increase in sales and the Bottled Walkman went from the 30th to 3rd best-selling Sony product in New Zealand.

Child Survival India - "Dot by Dot: No Child Brides"

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Child Survival India - "Dot by Dot: No Child Brides"

There are 24 million child brides in India. 40% of the world's child brides. Child marriages lead to more domestic violence, sexual abuse, infant mortality, illiteracy and poverty. In 2013, the UN passed a proposal to end Child Brides. India ignored it. No Child Brides started the campaign by creating a picture of a child bride made out of 39,000 white bindis - the number of child marriages that take place in India each day. Red bindis are worn by married women in India. Women from restaurant staff to celebrities and fashion models wearing a white bindi became a powerful political statement and pictures spread like wildfire via traditional and social media. With very limited budget 22 million impressions were created and 10,468 pictures were shared.

"The Literacy Store" - McDonalds - USA

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"The Literacy Store" - McDonalds - USA

The Literacy Store 1 in 4 children in America cannot read. To promote the joy of reading McDonald's gave away over 20 million children's books in Happy Meals. To draw attention to the issue of children's literacy, a McDonald's restaurant in Chicago was transformed into "The Literacy Store". Every word in the restaurant from the menu boards to the restroom signs was replaced with nonsensical, unreadable words to demonstrate the experience of being unable to read.

"Bentley Burial" - ABTO - Brazil

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"Bentley Burial" - ABTO - Brazil

To shock Brazilians about the waste of burying healthy organs , ABTO convinced the eccentric celebrity Count Chiquinho Scarpa to announce on Facebook he was going to bury his U$500,000 Bentley - inspired by the pharaohs who buried their treasures. The stunt caused uproar on social media then with mass media a significant increase in donors.

"Dot by Dot No Child Brides" - Child Survival India - India

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"Dot by Dot No Child Brides" - Child Survival India - India

There are 24 million child brides in India. 40% of the world's child brides. Child marriages lead to more domestic violence, sexual abuse, infant mortality, illiteracy and poverty. In 2013, the UN passed a proposal to end Child Brides. India ignored it. No Child Brides started the campaign by creating a picture of a child bride made out of 39,000 white bindis - the number of child marriages that take place in India each day. Red bindis are worn by married women in India. Women from restaurant staff to celebrities and fashion models wearing a white bindi became a powerful political statement and pictures spread like wildfire via traditional and social media. With very limited budget, 22 million impressions were created and 10,468 pictures were shared.

"The Happy ID" - Coke - Peru

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"The Happy ID" - Coke - Peru

Despite being a wonderful country to live, Peru does not have a reputation of being a happy place. Whilst there is no law against smiling in ID photos, most Peruvians look pretty sad. Coke saw this as an opportunity to spread happiness across the region by installing special photo booths which were activated by smiling. Smiling Peruvians were also rewarded with a free Coke. The idea resulted in more than 1.3 M shares on social networks and $300M worth of free media. 90% of new ID's in the first month of the campaign were happy I.D.'s

"Inglorious Fruit" - Intermarche - France

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"Inglorious Fruit" - Intermarche - France

Each year 300 million tons of fruit and vegetables are thrown away as they do not fit the norm in terms of shape and colour. As part of the European Year against food waste, Intermarche, the third largest supermarket chain in France, launched the "Inglorious Fruit" campaign to promote imperfect fruit and vegetables. By buying unwanted fruit and vegetables from their supplier produce like the Grotesque Apple, the Ridiculous Potato and the Ugly Carrot were sold at a 30% discount and also promoted as part of a range of soups and fruit juices. Many stores sold out of their "Inglorious Fruit" and there was an overall 29% increase in store traffic.

"The Lionfish Invasion" - Ministry of Environment - Columbia

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"The Lionfish Invasion" - Ministry of Environment - Columbia

When Hurricane Andrew hit Florida an aquarium tank burst and let loose Lionfish a foreign species and ferocious predator which invaded the Caribbean endangering hundreds of other species in over 40 countries. The Columbian president described it as a threat to national security. The Ministry of Environment created a campaign to encourage Columbians to eat the Lionfish. By eating one Lionfish thousands of other fish and species would be saved. From top chefs and gourmet cookbooks to supermarket booklets with popular recipes Lionfish was presented as a delicious alternative. Priests even encouraged Catholics to eat Lionfish during Lent and Easter.

"Penny the Pirate" - OPSM Eye Care - Australia

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"Penny the Pirate" - OPSM Eye Care - Australia

OPSM created the world's first children's book that is also an eye test. Children do not like doing eye tests at scary optometrists and with 1 in 4 having vision problems; the book helped parents do the test as part of a bed time story. The book was available free in store as well as in libraries and schools. There were an estimated 500,000 eye tests using this book which helped detect over 125,300 previously undiagnosed vision problems

"Bottled Walkman" - Sony - New Zealand

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"Bottled Walkman" - Sony - New Zealand

Music is the ultimate performance enhancer - synonymous with the work out. However the one activity Sony was missing out was swimming - until they developed the Sony Waterproof Walkman. Despite being a great product, sales were less than they hoped. The Bottled Walkman was a game changer - providing a new distribution channel via vending machines making it as easy to buy as bottled water. Effective promotion via social media channels led to an increase in 400% increase in sales and the Bottled Walkman went from the 30th to 3rd best-selling Sony product in New Zealand.

"Digital Earth Hour" - WWF - China

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"Digital Earth Hour" - WWF - China

To promote awareness of the WWF Earth Hour and the importance of conservation, a code was developed which would black out the landing pages of the major websites in China with only some light around the cursor and the message "only light up what you need". As a result, 50 million screens were blacked out.

"Motel Burger King" - Burger King - New Zealand

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"Motel Burger King" - Burger King - New Zealand

New Zealanders love The Whopper but Burger King was keen to tempt them to try the new TenderCrisp Chicken Burger. The Motel Burger King was created as a place customers could go to cheat on The Whopper by giving the new product a try. An existing motel was completely refurbished with the beds being replaced with booths and tables. To launch the motel celebrities were "secretly" filmed trying the new burgers with the films "leaked" on social media. Over the 5 day promotion the motel was fully booked and news of spread to the Facebook feeds of over 2M New Zealanders. After 2 weeks the TenderCrisp Chicken Burger outsold The Whopper without affecting the sales of the flagship burger

"Labels Against Women" - Pantene - USA

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"Labels Against Women" - Pantene - USA

The United Nations used the "Labels Against Women" Pantene advertising to open the International Woman's Day Conference in March 2014. The film shows men and women doing the same things but being labelled differently starting the conversation about gender bias. For the first time Pantene did not show the product or hair but instead highlighted an important issue which helped women to shine. The film reached 46M views with a media value of $25M USD and the brand saw a significant gain in value share.

"Save the Sundae" - McDonald's - Malaysia

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"Save the Sundae" - McDonald's - Malaysia

A giant billboard in one Kuala Lumpur's most famous shopping districts showcased the Sundae Cone in all its glory. The problem was it was melting in 40 degree city heat. Shoppers were encouraged to use a special app to spin a fan to help stop the Sundae melting. They were rewarded with a voucher for a free Sundae Cone sent to their smartphone. In 200 minutes 1500 vouchers were used

"The Scarecrow" - Chipotle - USA

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"The Scarecrow" - Chipotle - USA

When Chipotle launched a new animated ad to promote wholesome food it achieved over 500 million views in the first week. This was then developed as an adventure game app with a mission to protect and serve delicious, fresh food whilst educating about sourcing and production. Completing all levels was rewarded with a free burrito. The app had 650,00O downloads and the "cultivate a better world" campaign generated 614MM PR impressions send Chipotle stock to an all-time high.

"#likeagirl" - P&G/Always - Canada

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"#likeagirl" - P&G/Always - Canada

As part of a campaign to champion girl's confidence Always, the leading brand of feminine protections products produced a video which contrasted the responses from pre puberty children to adults when asked to run like a girl, fight like a girl and throw like a girl. The film demonstrates how girls are often insulted and humiliated as a result of social conditioning.

Thai Health - "Smoking Kids"

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Thai Health - "Smoking Kids"

Thai Health used a strategy called 'inside out reflection' where smokers warned kids not to smoke. The compelling video went viral on social media and was then picked up off line with $3.2 M of earned media and a 62% increase in calls to the Quitline in the first month.

"The Last Square" - Milka - France

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"The Last Square" - Milka - France

With the idea that the last square of a chocolate bar is the best - Milka removed their last square and gave their consumers the opportunity to send it with a tender message to someone they love. The campaign created 1.1M Euros worth of earned media and 80k shares on social media. 300k visited the website and 30k sent a square.

"We are David Bailey" - Samsung - UK

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"We are David Bailey" - Samsung - UK

Samsung wanted to demonstrate that with their new NX camera amateur photographers could take pictures as well as David Bailey. 143 namesakes were recruited from across the UK to take part in a campaign. This led to 11 million impressions on Facebook and a hike in market share to 55% selling out of the cameras in just 11 weeks.

"Smoking Kid" - Thai Health - Thailand

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"Smoking Kid" - Thai Health - Thailand

Thai Health used a strategy called "inside out reflection" where smokers warned kids not to smoke. The compelling video went viral on social media and was then picked up off line with $3.2 M of earned media and a 62% increase in calls to the Quitline in the first month.

"Melbourne Remote Tourist" - VisitMelbourne - Australia

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"Melbourne Remote Tourist" - VisitMelbourne - Australia

Melbourne is unlike other Australian destinations which have iconic landmarks and beaches - but it is a patchwork of hundreds of unique experiences. The Melbourne Remote Tourist allowed potential visitors to experience the city first hand and in real time before going. The culturally curious, tech savvy and social media active audience loved the experience with over 9000 requests from 158 countries across the world generating $49M of earned social media.

"The Alert Shirt" - Foxtel - Australia

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"The Alert Shirt" - Foxtel - Australia

TV subscription TV broadcaster Foxtel was keen to connect with Australian football fans in an engaging and impactful way. They created the Alert Shirt which was a wearable piece of technology the enabled fans to simulate the experience and feel the impact of the players. The project formed the basis of a multi channel campaign which reached 2.1M people via Facebook generating 400,000 Twitter impressions and 135,500 video click throughs in the first week

"The Guilt Trip" - V Line - Australia

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"The Guilt Trip" - V Line - Australia

V Line wanted to promote off peak train travel by encouraging city livers to visit their family and friends back home. The campaign was based on the powerful insight that whilst young professionals living in the city were too busy with their new lives and friends they felt guilty about not going home regularly. The Guilt Trip was a pre purchased ticket that was developed for families living in the country to send to their relatives living in the city. The campaign combined traditional media in the city with social media and humorous online films designed to make potential rail travellers feel guilty. The campaign led to a 12% increase in off peak sales, selling an additional 123,000 tickets generating additional revenue of $4M.

"Sun Kids Protection" - Nivea - Brazil

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"Sun Kids Protection" - Nivea - Brazil

Nivea Brazil wanted to promote the key proposition of protection for their Sun Kids brand. The insight was based on the concerns parents have of losing their children on big, busy beaches. Nivea produced a press ad that included a detachable strip to be used as a bracelet for children which could be used to help locate them. By downloading an App and identifying the bracelet a distance could be set with an alert if the child strays beyond this. The app would also show the distance and direction of the child. The campaign provided more protection for children and less concerns for parents.

"Every Beat Matters" - Save the Children - USA

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"Every Beat Matters" - Save the Children - USA

To reach out to a younger audience of supporters Save The Children used the actual heartbeats of children in need in Guatemala and Malawi as the basis of a new song created by Grammy award winning band OneRepublic. The graphics of the heartbeats were also used to create and share portrait images online from health workers to celebrities. More than 10,000 users from over 100 countries visited EveryBeatMatters.org each day and with over 1M downloads of the music track there was an increase in donations of more than 700%

"Sorry, I spent it on myself" - Harvey Nichols - UK

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"Sorry, I spent it on myself" - Harvey Nichols - UK

Leading luxury retailer developed a fully integrated festive campaign based on the launch of a new range of products branded "Sorry, I spent it on myself" gift collection. Products in the range included a box of paper clips (99p) , a sink plug and (1.29p) a packet of gravel (1.49). So - the less you spend on others - the more you can spend on yourself. The campaign which included a press and TV ads quickly went viral and also grabbed the attention of the media. As a result, all 20,000 products in the range sold out in all stores within 3 days and Harvey Nichols had one of their best festive trading periods