Skip to the content

2016 Ideas

"#sharetheload" - Ariel - India

More Details

"#sharetheload" - Ariel - India

73% of women in India believe men should do more to help with the laundry. Ariel started a media debate on this subject and created a "His & Her" pack. They also partnered with leading fashion brands and retailers to add "Can be washed by women and men" to the washing instructions on labels. Marriage websites also added "willing to share the load" as part of the male profiles - leading to 1.5M men signing up. $9.5 M of PR was created and sales increased by 60%.

"I Will What I Want" - Under Armour - USA

More Details

"I Will What I Want" - Under Armour - USA

Under Armour signed super model Gisele Bundchen and created a film to help change their brand's masculine image by celebrating all women, defying expectations and ignoring judgement. The campaign created $5 billion of media impressions and $15M in earned media increasing website traffic by 42% and sales by 28% moving Under Armour to the no. 2 sports apparel brand in the US.

"End the Silence" - La Sirena - Dominican Republic

More Details

"End the Silence" - La Sirena - Dominican Republic

The Dominican Republic is the 6th highest ranking country in the world for domestic violence. Only 10% of the victims name the offender through shame or fear. La Sirena the country's biggest retailer wanted to highlight the issue on the International Day for the Elimination of Violence against women. They encouraged a range of leading female TV show hosts to start their broadcast wearing make-up to look as they have been physically abused. As viewers reacted on social media the bruising was removed during the course of the show before the host explained the purpose. The campaign was discussed across all the main TV channels encouraging viewers to end the silence

"Paper Glasses" - Save the Children and Santillana - Mexico

More Details

"Paper Glasses" - Save the Children and Santillana - Mexico

It is estimated 75% of school drop outs in Mexico are related to visual impairment with pupils becoming frustrated when unable to read. This is especially true in rural communities when it is difficult to travel for an eye test. Save the Children partnered with Santillana one of the biggest publishers in Mexico to insert a special pair of "paper glasses" in a text book which allowed the children to test their own eyesight.

"Soap Bus Ticket" - Asiri Hospitals - Sri Lanka

More Details

"Soap Bus Ticket" - Asiri Hospitals - Sri Lanka

Sri Lanka's Asiri Group of Hospitals wanted to encourage people on public buses to wash their hands, as a preventative measure to avoid spreading germs. The Soap Bus Ticket, an innovative ticket-roll infused with soap, was invented so that every bus ticket issued to a passenger would have a secondary function as a free piece of soap. The Soap Bus Tickets rolled out across a number of major Sri Lankan bus transit lines, and were supported by posters and signboards at major stops, in public toilets, and in Asiri hospitals, to educate passengers.

"2 Litre Towel" - Australian Weaving - Australia

More Details

"2 Litre Towel" - Australian Weaving - Australia

Australian Weaving, one the country's oldest textile manufacturers, knew its towels were better than its competitors'. The problem was, the public didn't. They tested the absorbency of Australian Weaving's towels and discovered they could soak up almost twice as much water as cheap imported towels. An incredible 2 litres of water. So they turned this competitive advantage into a brand. By simply rebranding and repackaging the current towel in the innovative 2litre bottle, the company secured distribution in 38 stores nationwide in one of Australia's most prestigious department stores, at double previous retail price.