Skip to the content

2015 Ideas

"Speaking Exchange" - CNA English Schools - Brazil

More Details

"Speaking Exchange" - CNA English Schools - Brazil

CAN have 580 language centres across Brazil and were looking to improve the learning experience making it more real and human. They connected with a retirement community in Chicago where the residents were keen to have young people to speak to. CNA created an online tool which helped facilitate this and provide the teachers with evaluation videos. The project helped increase the student renewals by 85% and also resulted in better students and better people.

"24 Hour Ad Break" - DNB, Norway

More Details

"24 Hour Ad Break" - DNB, Norway

Based on the insight that many customers worry about financial matters during the night DNB decided to promote their 24 hour advice line with the first ever 24 hour ad break. They invited the people of Norway to share their advice on a wide range of matters helping others live happier and healthier lives. 1000 films were created and used during 24 hours of ad breaks. 200k Norwegians (population 5M) got involved using social media and awareness of the 24 DNB advice line rose from 35% to 72% literally overnight.

"Almost Identical" - Beldent, Argentina

More Details

"Almost Identical" - Beldent, Argentina

Faced with the social stigma that is associated with chewing gum Beldent created an installation and experiment at the Museum of Contemporary Art in Buenos Aries. Visitors were asked a series of questions about pairs of twins - one chewing gum and one not. Questions ranged from which one has more friends to which one has a better sex live. 73% gave positive responses about the twin chewing gum. A TV documentary on the experiment had over 10M hits in a week on YouTube and #experimentobeldent became a tending topic. And it got people talking about the brand for the first time.

"Clever Buoy" - Optus, Australia

More Details

"Clever Buoy" - Optus, Australia

Optus has the second largest network in Australia but they were keen to demonstrate how they can improve people's lives. Australia has 4 times more shark attacks than anywhere in the world and deterrent methods had not changed much in the last 60 years. Optus used their sonar and satellite technology to send signals to life guards to warn swimmers if there were sharks in the area. Their technology has been adopted across Australia and in many other parts of the world. News items across the world have had a social reach of 19 million and Optus built an 86% positive brand sentiment.

"Before They Book" World Animal Protection - UK

More Details

"Before They Book" World Animal Protection - UK

Millions of tourists book elephant riding tours unaware of the abuse the animals suffer. World Animal Protection made the tourists part of the solution by using Google ad words to ensure their informative video was at the top of the search list. Tourists then had the opportunity to donate to ensure this video stayed ahead of the tour operators. This self-funding campaign converted 170 potential elephant riders a day into donors and the video was shared by millions on social media channels. Lonely Planet and Be My Guest also stopped promoting elephant rides and began promoting awareness.

"Bucharest Not Budapest" - Rom Bar - Romania

More Details

"Bucharest Not Budapest" - Rom Bar - Romania

Rom is the number one chocolate bar of Romania and has Bucharest written all over it. The "Bucharest not Budapest" campaign was launched after a number of high profile gaffes where the two cities were mixed up. From welcome posters sites at the airports of both cities to a dedicated microsite and a variety of social media stunts, the Romanians responded with great enthusiasm as did the world's media. 215k Euros of free media was generated and 7M+ media impressions with an 826% growth in social brand engagement.

"Eyes on the Road" - Volkswagen - Hong Kong

More Details

"Eyes on the Road" - Volkswagen - Hong Kong

A location based broadcaster was secretly installed in a cinema which sent a text message to all members of the audience who had their phones switched on. The text was sent during an advert of a car driving on a country road, viewed from the driver's perspective. As the text was sent and attendees viewed their phones, the car on the screen had a dramatic crash. The titles then appear - "Mobile phone use is now the leading cause of death behind the wheel. Keep your eyes on the road." The film went viral with 26M views in the first month generating c $4M of PR value.

"#lastselfie" - WWF - Denmark

More Details

"#lastselfie" - WWF - Denmark

WWF wanted to reach a younger generation so adopted the "selfie" phenomenon as well as Snapchat as the perfect medium to highlight the issue of endangered species, which like Snapchat, are also disappearing before our very eyes. Before images of these beautiful creatures disappeared, they ask for help - by sharing the message, adopting an animal or making a donation. In one week 40k tweets were shared by 120M Twitter or 50% of all Twitter users. The target for one month’s donations was reached in 3 days.

"Motel Burger King" - Burger King - New Zealand (1)

More Details

"Motel Burger King" - Burger King - New Zealand (1)

To entice New Zealanders to try the new Chicken Burger, Burger King invited them to cheat on their first love - the Whooper. An existing motel in a discreet location was transformed into Motel Burger King which could be booked on Facebook for a 20 minute stay - just enough time to share the Chicken Burger experience with 4 friends. The motel was fully booked for the 5 day promotion with 800 guests sharing their experience on Facebook with 2M New Zealanders - than 50% of the population. Without affecting its sales, the Chicken Burger outsold the Whopper

"Rescue Radio" Sawa Mninjah - Lebanon

More Details

"Rescue Radio" Sawa Mninjah - Lebanon

Sawa Mninjah is a charity that supports domestic workers in Lebanon from a wide variety of countries who are abused by their employers. This is the story of how they rescued domestic workers by breaking into their employers homes. They produced a range of radios ads using the indigenous languages of the domestic workers and disguised them in the familiar styles of local radio advertising e.g. for festivals and health spas. There was a 380% increase in calls to their support line and many of the abused domestic workers were rescued.

"School Creatives" Design For Change - Brazil

More Details

"School Creatives" Design For Change - Brazil

Design for Change is a global movement that stimulates students to identify and solve problems around them through a design process of thinking, imagining, doing and sharing. The programme was started in Brazil at the Instituto Alana, one of the country's strongest children's rights advocates, who needed a strange name and identity. "School Creatives" was created to translate the steps of the creative process and the combined efforts of a common purpose.

"Too Young To Watch The Movie" - PLAN - Belgium

More Details

"Too Young To Watch The Movie" - PLAN - Belgium

PLAN is a charity that promotes child rights and highlights the global issue of child brides. This campaign used the age warning before films on TV, cinemas and YouTube to raise awareness that children too young to watch the movie are forced into arranged marriages which often lead to physical and sexual abuse.

"Wake Up And Smell The Bacon" - Oscar Mayer - USA

More Details

"Wake Up And Smell The Bacon" - Oscar Mayer - USA

For over 100 years, the smell of Oscar Mayer bacon has defined the American breakfast. This app and device took the iconic brand into an iconic experience for the digital age by creating special bacon alarm app that also releases the scent of bacon. Over 300k consumers applied for the limited edition app and the epic campaign video had 36.3M views.

"Dancing Traffic Light" - Smart - Portugal

More Details

"Dancing Traffic Light" - Smart - Portugal

Smart cars have a vision of finding new solutions for urban problems. One problem they identified in Lisbon was the frustration pedestrians have while waiting at traffic lights, often leading to dangerous jaywalking. To fix this problem, they created a traffic light where people love to wait. Pedestrians were invited to dance in a nearby booth with the moves being shown in real time by the red figure in nearby traffic lights. The video of the experiment has been watched 9 million times on YouTube and has 440 million media impressions worldwide. Importantly 81% of pedestrians in Lisbon were happy to wait a little longer before crossing the road.

"Experia Underwater Store" - Sony - UAE

More Details

"Experia Underwater Store" - Sony - UAE

Sony needed to steal some attention from their major competitor with their launch of the world’s first waterproof phone so they launched at the world's first underwater store off the coast of Dubai. This resulted in 97M media impressions with $.4.5M in earned media and a 115% increase in sales.

"Climate Name Change" - +350.org, USA

More Details

"Climate Name Change" - +350.org, USA

Since 1954 the World Meteorological Organisation has been responsible for the naming of hurricanes and tropical storms. + 350.org created a petition to name these extreme storms after US policy makers who were in denial of climate change. A spoof video showing how this might look on TV news channels directed viewers to their website where they could sign the petition as well as seeing the voting history of the policy makers and some of their dumbest quotes. 81k signatures were collected in the first week and the video had over 2M hits on YouTube. Esquire described this as the "Best.Idea.Ever."

"DILL the Restaurant" - LIDL, Sweden

More Details

"DILL the Restaurant" - LIDL, Sweden

Discount food store LIDL wanted to demonstrate great quality can come with low prices. A world class pop up restaurant called DILL (anagram of LIDL) was created in Stockholm led by top British chef Michael Wignall. The secret was every single ingredient used in the cooking was bought from LIDL. The restaurant was fully booked within 29 minutes with over 500 on a waiting list. The idea generated over 4M Euros worth of media exposure pre-opening and then when the secret was revealed.

"Ghita - The Social Shepard" - Vodafone, Romania

More Details

"Ghita - The Social Shepard" - Vodafone, Romania

Vodafone faced a considerable challenge in promoting their smart phones with c. 45% of Romanians having never used the internet. To demonstrate how the internet can improve lives they enlisted a technology virgin - a shepard called Chita. They gave him a smart phone and taught him to use social networks and share his life on Facebook. He soon became the 3rd biggest Romanian celebrity on Facebook and his story was covered across most media channels. Vodafone tripled the gap between their nearest competitor for network perception and for the first time ever sold more smart phones than feature phones

"Mini Kiosk" - Coke, Germany

More Details

"Mini Kiosk" - Coke, Germany

When Coke wanted to launch their new 0.15L mini can they needed a mini idea. They created a "mini kiosk" in 5 major German cities and let the word spread via PR and social networks with 5.6 M media impressions and 1.2 M clicks Each kiosk sold an average of 380 cans a day and 278% more cans than a typical vending machine as well as spreading a lot of happiness. Demonstrating it is the little things in life that make us happy

"Pay Per Laugh" - Teatreneu, Spain

More Details

"Pay Per Laugh" - Teatreneu, Spain

The theatre business is Spain was dealt a heavy blow in 2013 when taxes on shows were raised from 8% to 21% leading to a 30% reduction in audiences. Teatreneu in Barcelona reacted by creating the first theatre company where you only pay for what you consume. Each theatre seat was fitted with facial recognition technology which could detect every smile and laugh with a charge of 30 Euro cents each time up to a maximum of 24 Euros per show. This led to a 35% increase in audiences and an additional 28k Euros per show

"Shutter Billboards" - Carulla, Columbia

More Details

"Shutter Billboards" - Carulla, Columbia

When Carulla Supermarkets wanted to promote that they were open 24 hours they identified a new media - their competitors. Using their competitors closed shutters and a variety of tactical and humourous messages they informed shoppers they could still get what they were looking for at their stores. This ensured they had the right message at the right moment at the right time.

"Air Force FM" Defence Force Recruiting - Australia

More Details

"Air Force FM" Defence Force Recruiting - Australia

The brief was to find the most skilled radio technicians for the air force. The idea was to build the radio before you hear the ad. Engineering students were sent a box with everything required to build a radio - except the instructions. Only the best recruits were able to complete the task before tuning into the radio to hear the ad, which contained the special password to log on to the website.

"Aid to Cart" - Exito Foundation - Columbia

More Details

"Aid to Cart" - Exito Foundation - Columbia

Exito is a charity that supports under nourished children in Columbia. They encouraged a major online retailer to add an option of food to their products and customers had an option of either "add to cart" or "aid to cart". If "aid to cart" was chosen a donation was made to Exito. 40 tonnes of food was donated and distributed to children.

"Blind Trip" - Ministry of Tourism - Ecuador

More Details

"Blind Trip" - Ministry of Tourism - Ecuador

To encourage Ecuadorians to holiday at home, a group of local adventure enthusiasts were invited on a mystery holiday to "Golfito" Costa Rica - a completely made up destination which was actually in Ecuador. Every detail was covered from the road signs to scrambling mobile phones. The real destination was revealed on the way "home". Social media helped spread the message to holiday at home and, as a result, internal tourism boomed.

"HIV Heroes Edition" - Vangardist - Austria

More Details

"HIV Heroes Edition" - Vangardist - Austria

Whilst in some regions there has been a dramatic increase in the disease HIV no longer makes the headlines and with the silence comes the stigma. Vangardist a leading magazine wanted to make a statement during the world's biggest aids fundraising event in Vienna by printing a limited edition using the blood from HIV + people from a range of different backgrounds. With over 7M shares and comments and reaching 42M people $2.2M of earned media was delivered.

"Lucky Iron Fish" - University of Guelph - Cambodia

More Details

"Lucky Iron Fish" - University of Guelph - Cambodia

In Cambodia 50% of the population suffer from iron deficiency in their diets leading to significant health problems. By adding a piece of iron when cooking can provide a family with up to 75% of their requirements. Designing the iron as a Lucky Iron Fish helped more than 54,000 families feel healthier and happier. A sustainable business has been created using scrap iron and producing, packing and distributing Lucky Iron Fish across the world. CNN described it as a simple solution to a global problem.

"Touch the Pickle" - Whisper - India

More Details

"Touch the Pickle" - Whisper - India

In India, periods remain a taboo subject and undermine women's confidence. One of the more ridiculous myths is that menstruating women should not touch pickles - so Whisper started the "Touch the Pickle" campaign. 2.9M women signed up and generated USD 6.1M of earned media. The Whisper's share of voice rocketed from 21% to 91%.

"Relationship Status" - IKEA - Germany

More Details

"Relationship Status" - IKEA - Germany

IKEA recognised that moving in together and trips to IKEA were a significant step in modern relationships. Working with Facebook, they created a new status option - going to IKEA together. Couples with this status had a range of benefits including exclusive access to parts of the stores. An app was also developed for couples which matched their likes going through the IKEA brochure to help make their purchases.

"House of Little Moments" - Uni-Noodle - Taiwan

More Details

"House of Little Moments" - Uni-Noodle - Taiwan

Faced with increased competition and a wide variety of flavours, brand leader Uni-Noodle created a range of recipes flavoured by moods which were captured in a "house of little moments" film. The film was viewed 8.7M times on YouTube gaining an earned media value of 5.6M USD. Sales increased by 37% and the simple, delicious noodles became a mood expressing food brand.

"#helpgetthemhome" - Amnesty International - UK

More Details

"#helpgetthemhome" - Amnesty International - UK

Waterloo is London's busiest station and has Britain's biggest departure board. The departure board was used at a peak commuter time to highlight the horrific stories of innocent prisoners across the world who are unable to get home. Commuters were encouraged to sign a petition and share the stories resulting in 48k people taking action and helping get some of the prisoners’ home.

"Nazis Against Nazis" - Exit Deuschland - Germany

More Details

"Nazis Against Nazis" - Exit Deuschland - Germany

Exit Deutschland is a NGO that supports Nazis who want to leave the Nazi movement. "Nazis Against Nazis" was a campaign that encouraged local business and residents to donate 10 Euros for every meter the neo Nazis marched in towns across Germany. The Nazis were ironically helping to fund an organisation set up to eradicate them. 10k Euros were raised and 1.3M Euros of free PR was gained in Germany alone with the story spreading to 42 countries across the world.

"Nivea Doll" - Nivea - Brazil

More Details

"Nivea Doll" - Nivea - Brazil

Kids love the beach - but not applying sun lotion. Nivea distributed dolls on the beaches of Brazil to help educate kids on the importance of using sun block. The dolls that did not have sun cream applied turned red. Kids looked after the dolls in the same way their parents looked after them.

"Red Light App" - Vodafone - Turkey

More Details

"Red Light App" - Vodafone - Turkey

Vodafone wanted to demonstrate technology can be a powerful force for good. In Turkey one in three women face domestic abuse and they find it difficult to seek help. The Vodafone app allowed women to send a message to people they trust by shaking their phone and was promoted using discreet media channels which would not be seen by men. 254,000 women in Turkey downloaded the app - 24% of all smartphone users and has been activated 103,122 times.

"Superbowl Interception" - Volvo - USA

More Details

"Superbowl Interception" - Volvo - USA

Whilst many of the car giants competed for expensive advertising space during Superbowl Volvo intercepted their messages by inviting viewers to tweet the name of someone they love for the chance of winning a car during their competitor's ads. With over 2000 tweets per minute during the competitor's ads they changed the social conversation to Volvo trending both in the USA and globally. They also increased sales by 70% the month after Superbowl.

"The Marathon Walker" - Water for Africa - France

More Details

"The Marathon Walker" - Water for Africa - France

Water for Africa want to ensure that villages in Africa have clean sustainable sources of water. To raise awareness and donations to their cause they arranged for an African woman to walk in the Paris Marathon with a water carrier on her head and sign that stated. In Africa women walk this distance every day for clean water. Help shorten this distance. Donate Now. The image was carried around the world on social and mass media and the story was the number one trending topic in France. So far 5 new boreholes have been built in Gambia.

"Great Chinese Names" - VisitBritain - UK

More Details

"Great Chinese Names" - VisitBritain - UK

Over the centuries Great Britain has named many of the world's landmarks so VisitBritain thought they should invite the Chinese to re-name some of the UK's visitor attractions. The idea caught the attention of the world's media and helped increase the number of visitors from China by 27%.

"Ice Bucket Challenge" - ALS Association - USA

More Details

"Ice Bucket Challenge" - ALS Association - USA

The Ice Bucket Challenge was developed to raise awareness and funds for ALS - a progressive neurodegenerative disease. 17 million films have been created by more the 440 people in 159 countries - resulting in 10 billion views and raising $220M.

"Life Saving Dot" - Talwar Traders - India

More Details

"Life Saving Dot" - Talwar Traders - India

In the male dominated communities of rural India, millions of women are undernourished and suffer from iodine deficiency which can lead to breast cancer and other serious health issues. Whilst iodine supplement tablets are available they are not widely used. Talwar Traders created a bindi, a traditional symbol of beauty, which also acted as an iodine patch providing the daily amount required. These were distributed by doctors and at medical camps throughout the country saving the lives of many women in India.

"Melanoma Likes Me" - Melanoma Patients Association - Australia

More Details

"Melanoma Likes Me" - Melanoma Patients Association - Australia

1500 Australians die each year from melanoma and it is the most lethal form of cancer for 18 - 30 year olds. A unique algorithm was created which found and responded to popular hashtags and geo - located images with a creepy message from _melanoma. The message also showed how to check for the cancer. 2 million messages were sent during the summer of 2015, with earned media of more the $5M. The algorithm cost $430.

"Move The Lunch" - Heineken - Columbia

More Details

"Move The Lunch" - Heineken - Columbia

With their biggest competitor sponsoring most domestic soccer competitions, Heineken was keen to make the most of their UEFA Champions League sponsorship especially as a few high profile Columbian players were involved. The only problem was the live TV matches took place in the afternoon - so Heineken launched the Move The Lunch campaign. Using supporters, social media and some media stunts, they convinced more than 60% of targeted employer organisations to move their lunch allowing the fans to watch the matches.

"Reduced Speed Dial" - Volkswagen - New Zealand

More Details

"Reduced Speed Dial" - Volkswagen - New Zealand

Speeding is the largest single cause of road fatalities in New Zealand. Volkswagen spends millions on research & development to build safer cars but they thought they would try a different approach with this project. They created a digital application that allowed their customers to create a personalised speed dial designed by their loved ones. They monitored the speeds of their customers before and after the personalised speed dial was fitted. All the drivers in the test reduced their speed.

"Security Moms" - Sporte Clube Do Recife - Brazil

More Details

"Security Moms" - Sporte Clube Do Recife - Brazil

Fan violence is a significant problem in Brazil with 19 deaths over the last year. Ahead of the match with their fiercest rivals, Sporte Clube De Recife enlisted the mothers of their most violent fans as the security for this notoriously violent occasion. It worked - with no fights at the match. Fans who have a little respect for anyone did not want to fight in front of their mothers.

"The Freshest Fresh Orange Juice Brand" - Intermarche - France

More Details

"The Freshest Fresh Orange Juice Brand" - Intermarche - France

Over 250 M litres of fresh orange is consumed across Europe each year and competition is fierce with many brands claiming various quality credentials. Intermarche wanted to create the freshest fresh orange juice brand ever by naming each bottle with the exact hour and minute it was made. The production also made just enough to cover demand to minimise wastage. In the first 3 days of launch their fresh orange juice sales increased by 4600% and store footfall increased by 25%.