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2016 Ideas

Just - WWF - Australia

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Just - WWF - Australia

In a campaign to reduce the amount of plastic containers and chemicals used the WWF developed a brand called Just and range of products using natural ingredients in recycled packaging for everyday domestic requirements e.g. lemons for glass cleaners and grapefruits for bath cleaners. Market stores were set up to promote the new range with special posters designed to also dispense the natural products. The campaign gained $550k+ in earned media coverage.

Missing Type - NHS Blood and Transplant - UK

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Missing Type - NHS Blood and Transplant - UK

In the past decade there has been a 40% decrease in blood donors. To visualise the problem the NHS convinced over 1000 major organisations and retailers to remove the missing blood type letters from their logos. On social media their consumers were also encouraged to remove the letters A, O and B from their names. The campaign reached a social media audience of 178 million. 30,000 registered to donate in 10 days saving the lives of up to 100,000 people.

"#sharetheload" - Ariel - India

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"#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%.

"No Rights.No Women." - No Rights.No Women - Lebanon

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"No Rights.No Women." - No Rights.No Women - Lebanon

No Rights. No Women is an organisation created in Lebanon to raise awareness of gender discrimination and the legal obstacles to women's rights A social media campaign was launched to imagine a world without women before demonstrations on International Women's Day ensured national and international news coverage As well as gaining more than $1.2M worth a free media coverage the campaign ensured laws are being changed and continue to be challenged.

"The MacWhopper" - Burger King - USA

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"The MacWhopper" - Burger King - USA

Burger King proposed a one day cease fire in the burger wars with McDonalds by creating the ultimate burger - The MacWhopper to raise awareness of Peace Day. The idea spread like wildfire with 8.9 billion media impressions and $138M earned media. This increased brand consideration for Burger King by 25% and awareness of Peace Day by 40%.

Give Blood. Give Power - Red Cross - Germany

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Give Blood. Give Power - Red Cross - Germany

The German Red Cross teamed up with the Bundesliga to encourage footballers from across the country to donate blood and inspire sick children with the will to win and the power to prevail. Blood bags labels with branded with the names and pictures of German football heroes and the social media campaign reached 20 million.

Groceries Not Guns - Moms Demand Action - USA

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Groceries Not Guns - Moms Demand Action - USA

USA gun laws allow loaded weapons to be taken into stores. Moms Demand Action on Gun Sense targeted Kroger's one of the major store chains and used their own rules to highlight this madness. A social media campaign and a series of PR stunts resulted a 360k names on a petition, the support of Barack Obama as well as Kroger and a number of other large chains changing their rules.

Labels Against Women – Pantene - Philippines

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Labels Against Women – Pantene - Philippines

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.

"This Girl Can" - Sport England - UK

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"This Girl Can" - Sport England - UK

This campaign was based on the insight that many women don't exercise but would like to but have a fear of being judged. A film was created celebrating women of all shapes and size, ages and abilities being physically active and having fun. The film has had more than 29M views and the campaign had more than 700M media impressions.

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

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"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.

"Baby Strollers Test Ride" - Contours - USA

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"Baby Strollers Test Ride" - Contours - USA

The problem with shopping for strollers is that babies cannot talk and tell you what they like. Contours created adult sized strollers to allow parents to take a test drive to demonstrate the comfort and features before buying.

"Le Bon" - LIDL - Sweden

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"Le Bon" - LIDL - Sweden

People in Sweden don't believe that Lidl's discount food is of a very high standard Last year they replicated one of the most exclusive events in the world - the Nobel Prize Dinner in the Grand City Hall in Stockholm which is broadcast live. All the details of the Le Bon dinner were pretty much same apart from the guests were ordinary people and the menu was created using only Lidl products. As well as outperforming the Nobel Prize dinner on social media Lidl increased sales year on year by 6.7%

"Brewtroleum" - DB Export / Heineken - New Zealand

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"Brewtroleum" - DB Export / Heineken - New Zealand

DB Export, a brewery in New Zealand, created a biofuel using leftover yeast from brewing beer called "Brewtroleum". D8 invited its consumers to help save the world by drinking their beer and creating an environmentally-friendly biofuel that can be used in most engines that run on petrol. 300,000 litres of Brewtroleum were produced and 8.6 million beers were sold - increasing sales by 10%. DB Export also became New Zealand's fastest selling beer brand.

"Humans" - Channel 4 - UK

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"Humans" - Channel 4 - UK

In 2015, Channel 4 convinced a fifth of the UK population to watch "Humans", a new TV show about artificial intelligence by launching a fictional brand pretending to sell robots as household gadgets. Channel 4 used media to launch Persona Synthetics as a real company which spoke to people as if they were real customers. In a world's first, a physical store was set up on London's iconic Regent Street. A week later, Channel 4 revealed the truth behind the campaign which resulted in global press coverage, 1 million visits to the fake brand's website, #1 trending on Google and Twitter in the UK and 13.1 million views of the series - the highest rating British drama of all time.

April Fools' Day - BMW - New Zealand

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April Fools' Day - BMW - New Zealand

April Fools Day is used by advertisers across the world but it has become a bit of a tired and predictable formula. So BMW created a test to see who would risk being the ultimate fool for the ultimate car. They ran a tiny local press ad on April 1 inviting readers to visit a dealership and ask for Tom to trade their old car from a brand new BMW. The video of the 2 brave women who risked humiliation to win the car went viral gaining $20m of earned media with 300 million media impressions worldwide.

Restart - Porto Alegre City Office of Health - Brazil

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Restart - Porto Alegre City Office of Health - Brazil

Imagine being able to turn a "game over" into a new life for real people. The City Office of Health in Porto Alegre worked with computer games developers to give game players the opportunity to donate their organs at a time they would be most receptive to the message - when they had just been killed. Players were also encouraged to spread the message via Facebook.

Sunday Grannies - Vodafone - Romania

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Sunday Grannies - Vodafone - Romania

4 million women over 75 in Romania live alone. Vodafone wanted to demonstrate how technology and social media can change lives for the better. They connected grannies used to cooking for families to students who missed the quality and socialability of Sunday lunches. A documentary of the project turned the grannies into celebrities and encouraged grannies across Romania to get involved. Social media adoption by seniors trebled and there was a 78% increase in sales of smart phones.

"#mymothersnameis" -UN Women - Egypt

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"#mymothersnameis" -UN Women - Egypt

Men in Eqypt refuse to disclose their mother's name lest it gets shamed and used as the subject of mockery. They are referred to as the mother of their eldest son and gradually their names are forgotten. UN Women asked men to celebrate Mother's Day by using their mother's name as their Twitter profile picture and use #mymothernameis to let the world know who their mother is.

"Feliz Dia Hombres" - Urufarma -Uruguay

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"Feliz Dia Hombres" - Urufarma -Uruguay

Urufarma is the Uruguayan leader in female contraceptives and they launched a film on International Women's Day to celebrate that men can now do the same things women can. A woman's struggle can now be shared by all.

"Women Should Not Be Worth Less" - Women's Centre - Switzerland

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"Women Should Not Be Worth Less" - Women's Centre - Switzerland

To highlight the inequality that women earn up to 20% less than men in equivalent roles and with the same training a campaign was created based on selling a female version of household products 20% cheaper. The male and female version of identical products were sold in pop up stands and on TV shopping channels whilst a website encouraged people to sign up to the Women’s Centre campaign.

"6 Pack Band" - Brooke Bond Red Label - India

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"6 Pack Band" - Brooke Bond Red Label - India

Despite a landmark judgement giving transgender people equal rights in India they continue to be ostracized by society and are often forced to work as sex slaves for survival Brooke Bond Red Label tea is committed to bringing people together Building on the rich culture of music and dance in the country they helped create the 6 Pack Band - the first transgender pop group with a series of music tracks, videos and live performances on major TV shows The campaign has reached over 25 million people with an earned PR media value of £1.5M

"End the Silence" - La Sirena - Dominican Republic

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"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

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"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

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"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

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"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.