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2017 Ideas

"Learning on The Way" - ADN - Columbia

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"Learning on The Way" - ADN - Columbia

There are over 8M inhabitants in Bogota, Columbia and only 1 in 12 reach higher education. Part of the problem is the amount of time many workers spend commuting on buses due to poor transportation infrastructure. ADN turned many of the buses into classrooms using radio and local celebrities to deliver lessons across a range of subjects including English, History and Finance. Students could also use credits gained to help access places in other educational institutions. Over 500,000 students took part in 500 classes across 8 courses.

"Field Trip to Mars" - Lockheed Martin - USA

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"Field Trip to Mars" - Lockheed Martin - USA

Lockheed Martin are developing technology to help take us to Mars and wanted to inspire the first generation who will go there. Kids who thought they were going on an ordinary field trip enjoyed the first ever group virtual reality experience which replicated a journey on Mars. With no googles or headsets it allowed the school kids to share the experience. 1 bus, 200 miles on Mars, thousands of inspired school children. "The best example of VR I have seen" Google.

"Van Gogh Airbnb" - Art Institute of Chicago - USA

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"Van Gogh Airbnb" - Art Institute of Chicago - USA

To promote their Van Gogh exhibition the Art Institute of Chicago created the famous bedroom painting as a room to stay the night in and available to book on Airbnb. The promotion resulted in media coverage across 100 countries and led to a 250% increase in online bookings. 200,000 visited the exhibition the highest attendance in over 15 years.

"#NoMoreEvictions" - PAH - Spain

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"#NoMoreEvictions" - PAH - Spain

More than 500,000 families have been evicted from their homes in Spain since the economic crisis in 2008. They have lost everything except their debts to the banks. A stamp was created with the "Stop Desahuaos" (No More Evictions) and images of evicted families which could be used to put a stamp under the bridge on Euro notes. A website was created where stamps could be ordered free of charge with 20,000 despatched in the first 24 hours. The stamps were also distributed to celebrities and media channels resulting in coverage in over 120 media outlets giving a ROI of 1.2 M Euros. Most importantly the Spanish Government backed by all political parties introduced the "second chance" law to help prevent evictions.

"The Second Scoreboard" - Teletica - Costa Rica

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"The Second Scoreboard" - Teletica - Costa Rica

According to Costa Rica's Ministry of Women's Affairs, during one of the nation's favourite pastimes - soccer matches - domestic violence complaints can increase by as much as 690%. To raise awareness of the issue, the Ministry teamed up with leading TV station Teletica and the Costa Rican Soccer Federation. During every soccer game televised by Teletica, a second scoreboard, added right next to the usual match score, tracked the number of domestic violence incidents reported to the police in real time. "The Second Scoreboard" campaign went viral, provoking important conversations among spectators, sports commentators and even the country's congress. The board stands as the only scoreboard where a "0" means a huge win.

"Drinkable Advertising" - Coca Cola - USA

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"Drinkable Advertising" - Coca Cola - USA

To encourage more people to try Coke Zero they created an entire campaign around drinkable ads. They created special build poster sites which dispensed Coke Zero at major sports events and developed a partnership with Shazam which allowed TV ads to download free drinks to mobile phones. Radio ads worked with sound only, print ads became cups and flyers became straws. They created the most Shazamed ad ever and with 155,000 free drinks redeemed over the first weekend they also created the most successful Coke sampling campaign ever.

"Celebrity Tantrum" - Samsung - Australia

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"Celebrity Tantrum" - Samsung - Australia

Samsung were aware that many consumer watching high quality entertainment on older model phones and tablets were not getting the same experience enjoyed on their new Galaxy Tabs 2. They created an ad using a Game of Thrones character and used device detecting technology to target their message - upgrade your old device to a new Galaxy. 4.8 million devices were detected and served a tailored ad which resulted in a 10% increase in market share.

"This Bike has MS" - MS Australia - Australia

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"This Bike has MS" - MS Australia - Australia

To raise awareness and money MS Australia put a team together of health professionals, bike mechanics and MS sufferers to build a bike with the symptoms of MS. A bike with a heavy frame, unbalanced handlebars, broken gears, no brakes. They asked Shane Kelly an Olympian cyclist to use the bike in a competitive event that gained coverage in over 30 countries worth more than $7M of earned media. Similar bikes are now being built all over the world and being used for educational purposes. They also raised more than £1M for treatments.

"Second Life Toys" - Green Ribbon Campaign - Japan

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"Second Life Toys" - Green Ribbon Campaign - Japan

Lack of child organ donors is a worldwide problem but particularly so in Japan where only 2% of those who require an organ managing to get a successful transplant. One of the key issues is the lack of discussion of this uncomfortable topic. Green Ribbon Campaign collected unwanted toys and gave them a second life with a transplant from other unwanted toys and distributed them to children throughout Japan. Coverage in more than 90 media channels led to a 30% increase in donor registrations.

"Life Saving Stickers" - Australian Road Safety - Australia

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"Life Saving Stickers" - Australian Road Safety - Australia

Every week 850,000 rubbish bins are pushed on to the side of streets in Queensland, Australia. The same streets that children play on. Australia Road Safety produced stickers with speed limits and images of children running towards the road to be stuck to the side of rubbish bins to appear on roadsides every week. The campaign gained widespread media coverage and social media comment.

"Ma Place Est Dans La Salle" - Prodiss - France

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"Ma Place Est Dans La Salle" - Prodiss - France

The terrorist attacks in Paris in November 2015 were seen at an attack on French culture and led to an 89% decline in attendance at shows and concerts in Paris over the following month. Prodiss asked all theatres and concert halls in Paris to change the title of their show on December 18 to "Ma Place Est Dans La Salle" - my place is at the show. 150 shows participated with over 200 artists and actors showing their support. It became the number one trending topic on Twitter in France with more than 170M Twitter impressions. All participating shows in Paris sold out on December 18.

"Safety Truck" - Samsung - Argentina

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"Safety Truck" - Samsung - Argentina

One person per hour dies in a traffic accident in Argentina. Many on one lane roads whilst attempting to overtake. Samsung used their innovation and technology to create trucks with a wireless camera on the front and 4 large outdoor screens on the back. The cameras also had night time vision mode. This allowed drivers behind the trucks to check from oncoming traffic before overtaking. Samsung - as well as changing people's lives were also helping to save them.

Fearless Girl - State Street Global, USA

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Fearless Girl - State Street Global, USA

State Street Global challenged the symbol of corporate America-Wall Street's Charging Bull-with a bronze statue of a young girl, named "Fearless Girl." Fearless Girl was designed to represent the power of women today and tomorrow. Along with the statue, they created #FearlessGirl and invited people across the world to use it in joining the fight for women in leadership. The campaign reached over 1b Twitter impressions in the first 12 hours; 3.3 billion in five weeks and 405m Instagram impressions in six weeks. Fearless Girl was featured in 4,122 broadcast news segments in the US, reaching 184.8M.

#undress522 - Abaad Resource Center for gender equality, Lebanon

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#undress522 - Abaad Resource Center for gender equality, Lebanon

Lebanon is one of only 10 countries in the world that allows a rapist to be exonerated if he marries his victim, under Article 522 of the Lebanese Penal Code. The campaign was launched with a bride in her 522 Dress, asking people to Undress 522 on national OOH networks. The campaign pushed the Parliamentary Committee to meet and discuss Article 522 the following month during which they staged a protest outside Parliament led by 13 rape victims, wearing Dress 522. The Committee unanimously voted to abolish Article 522 and forces Parliament to ratify the change.

The Whole Story - Uncommon Ground, USA

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The Whole Story - Uncommon Ground, USA

The Whole Story's mobile app and online platform enables users to see, share and add new virtual statues alongside existing public statues. The project, featuring a one-of-a-kind augmented reality app, began a year ago in support of the UN's Sustainable Development Goal to achieve gender equality and empower all women and girls. Launched in tandem with the Women in the World Summit, the work garnered positive public attention with coverage across top tier media. The open-platform lets users discover and add female statues, allowing them to not only learn The Whole Story but to also help write it.

Gender Violence - Heineken, Mexico

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Gender Violence - Heineken, Mexico

Two out of three women in Mexico suffer from some kind of gender violence and an astounding seven out of ten of them consider it normal. In 2016, TECATE (the biggest brand of CM Heineken) established a powerful brand purpose and committed to deliver an impressive campaign to promote a more inclusive, modern and respectful model of masculinity. Since it was launched, TECATE'S campaign has achieved a high profile partnership launched with an NGO, creation of a Women's Empowerment Center, become 8th most viewed ad in 2016 on YouTube Mexico, 423K euro media publicity, 46.4 million digital impressions and 80% Positive Sentimental Feeling.

School For Justice - Free a Girl Movement, Netherlands

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School For Justice - Free a Girl Movement, Netherlands

India has the most underage girls in prostitution in the world with an estimated 1.2 million children working in brothels against their will. The School for Justice is both a school and an education programme for girls from all school levels to offer the support, tuition and mentoring that they need to reach university level. The School for Justice has a bold aim: to fight the injustice of child prostitution by educating girls rescued from child prostitution to become lawyers and prosecutors with the power to prosecute the criminals that once owned them.

We Are All Women - UN Women, Uruguay

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We Are All Women - UN Women, Uruguay

Amen Uruguay presents "We are all women", a new campaign planned and created by its specialized area in Citizen Communication. The work was developed for UN Women, with the objective of raising the awareness of the world population about the violence that exists day by day against the women of the whole planet, revealing a point of view capable of promoting respect.

Marriage Market Takeover - SK-II, China

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Marriage Market Takeover - SK-II, China

With Chinese women facing immense pressure to marry before they reach 27 and become 'Sheng Nu' ('leftover women'), skincare brand SK-II filmed at a Chinese 'marriage market', where parents look for a spouse for their child, and encouraged women to be open and positive about singledom. The campaign took the brand's Change Destiny slogan and gave it new, heartfelt meaning and encouraged discussion of a taboo subject in China. The video had 25 million views and 6.5 million social interactions, and led to 1,600 editorial articles in 54 countries.

Bradshaw Stain Tide, USA

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Bradshaw Stain Tide, USA

Tide became one of the most talked about brands at Super bowl when legendary sportsman and commentator Terry Bradshaw appeared on camera with a big stain on his shirt. Comments immediately started to trend on Twitter before an ad from Tide revealed it was a set up. Not only was the stunt seen by over 100 million viewers it also helped increase sales of Tide by 20%.

Billion Point Giveaway Velocity, Australia

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Billion Point Giveaway Velocity, Australia

People love it when brands make mistakes. So, when Velocity - the Virgin Atlantic frequent flyer programme - made a big "mistake" - their Billion Point Giveaway (should have been Million) the public loved it. Especially when the company agreed to honour it. Their mini-series of videos were viewed 7.3 million times and their revenue grew by 60%.

Two Guys Go To the Cinema, Cinemas Texas, Spain

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Two Guys Go To the Cinema, Cinemas Texas, Spain

When the Spanish Government reduced VAT from 21% to 10% on cultural events this included theatre but not cinema. Cinemas Texas got around this law by turning cinema performances into theatre performances and allowed their audiences to collect the difference on leaving and when signing a petition. They increased their audiences by 36% and collected more than 120k signatures.

Brutal Cut ActionAid, UK

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Brutal Cut ActionAid, UK

Thousands of girls in Kenya are at the risk of female genital mutilation. To raise awareness of this atrocity Action Aid created a campaign where films were "brutally cut" into the content of well-known vloggers before being adopted by many publishers and celebrities. The campaign was also adopted in cinemas, festival screens and digital posters across the UK. The films reached 152 million viewers.

Salaam Loans, Tata Capital, India

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Salaam Loans, Tata Capital, India

Launching the Salaam Loans under their broad Do Right initiative, TATA Capital extended a helping hand to deserving individuals who do not have access to organized credit, empowering them to claim their #LoanKaHaq. Under the Salaam Loans campaign, TATA Capital urged their social media and digital followers to share stories of deserving individuals with the brand. The brand mobilized their social media followers by vowing to provide loans to individuals whose stories garnered a 1000 Likes on Facebook. #LoanKaHaq managed an Organic Reach of more than 1 million, delivering over 19.2 million Impressions for TATA Capital on Facebook alone. The campaign helped the brand get 967k Page Likes during the campaign. Engagement figures registered by TATA Capital peaked at 539,661 Likes and 4,697 Reactions, while also receiving 1677 Comments and 3757 Shares on Facebook which indicates that the campaign was received favourably by their social media audience.

Woman Interrupted - BETC, Brazil

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Woman Interrupted - BETC, Brazil

Woman Interrupted is an app that analyses conversations in real time and shows how much the user was interrupted (female users) or how much he interrupted a woman (male users). The app escalated quickly: over 15.000 downloads within the first days in 57 countries. It also made headlines in 36 countries and published in 250 news websites and blogs. This media resulted in more than U$7.5 million in earned media, and 700 million impacts. The discussion spread to social media, impacting another 12 million people. In paid media, the estimated impacts were approximately 75 million, while not a dollar was spent - all the formats were 100% donated.

Breast Cancer Screenings, Rialto Channel, Australia

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Breast Cancer Screenings, Rialto Channel, Australia

Ascendant Dx wanted to trial tear tests as an easy and cost effective way of improved accuracy and early detection of breast cancer they partnered with Rialto Channel cinemas. The cinema showed classic tear-jerker movies and invited large groups of women to attend who much preferred this form of test to having a mammogram. Normally test groups have around 5 volunteers but by using the cinema this increased to 140.

Writing our Rights - The Empowerment Book - Ignite, USA

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Writing our Rights - The Empowerment Book - Ignite, USA

To inspire girls to become the next generation of political leaders, Ignite created Writing Our Rights: a workbook that aims to develop more than just handwriting. Rather than featuring the generic sentences typical of workbooks, every exercise will be comprised of powerful quotes from 10 iconic female leaders and designed to make both the woman and her words familiar and relatable to young girls. Though they come from different time periods and reference different views, these words all teach girls the same lesson: They are powerful. The more young girls learn and write their rights, the more likely they will grow up inspired to change the status quo. Donors who make a gift of $50 or more to this campaign received a copy of the limited edition 11" X 14" professionally bound “Writing Our Rights” workbook, as a special thank you for supporting IGNITE’s efforts to empower the next generation of women to step into political power. However, the book is available for all to download for free at www.writingourrights.com

Words of Welcome, Verein Fur Berliner Stadtmission, Germany

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Words of Welcome, Verein Fur Berliner Stadtmission, Germany

Words of Welcome is a design concept that turns every aid donation into a German language lesson. With the help of language experts, a phonetic system that combines German language and the Arabic script was created. Printing the transcriptions on a simple roll of box tape made it easy for volunteers and refugees to repackage the donations on site. The tape uses 7 different colours representing different product categories - helping to differentiate food, sanitary, medical and baby products. The platform caters for the first 28 words every refugee needs to learn so they can communicate their basic needs. An online platform enables people to help spread the word to other citizens, brands and corporations to attract new sponsors.To date, over 70.000 metres of tape to help refugees learn German - helping asylum seekers feel more understood and more welcome in their new environment.

Child Replacement Programme - Pedigree, New Zealand

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Child Replacement Programme - Pedigree, New Zealand

Empty Nest Syndrome is the loneliness parents feel when their children leave home. The Pedigree Child Replacement Programme targeted 'Empty Nesters' with a comically blunt campaign encouraging them to adopt a dog and 'move on' when their kids moved out. All work directed parents to their website where they could match the characteristics of their child with the characteristics of an abandoned dog– ensuring the perfect replacement was found. The campaign drove an 824% lift in dog adoption enquiries through animal shelters as well as a 16% lift in Pedigree’s sales. Visits to the site far exceeded forecasted expectations, forcing them to find more shelter dogs to meet the demand. In six weeks, they got more online dog adoption enquiries than in the last two years combined, helping to make The Pedigree Child Replacement Programme the most successful Adoption Drive campaign in almost a decade.

Extra Gum - Wrigley's, USA

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Extra Gum - Wrigley's, USA

Wrigley Extra Gum's campaigns had focused on long lasting flavour, but struggled to build a long-lasting relationship with consumers. Their new campaign, Give Extra, Get Extra focuses on the lasting connections that can begin with something small, yet meaningful. The two-minute film follows the love story of two high school teenagers who share special moments with Extra Gum through the years until their engagement, cleverly drawn out on gum wrappers. The film struck a chord with consumers, garnering 1.3 billion impressions, receiving over 110 million views overall and helped reverse two years of declining sales.

The Virtual Crashboard - Sécurité routière IDF, France

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The Virtual Crashboard - Sécurité routière IDF, France

In Paris, over 4500 people were injured or killed when crossing the road due to an imprudent behaviour in 2017. The Parisian Road Safety Authority wanted to raise awareness about the danger of being a careless pedestrian in order to make this figure decrease by making people experience the unique moment when one faces a danger. A special camera detected when pedestrians were crossing at a red light and simulated the sounds of a car utilising an emergency brake. In that moment, a photo was captured and used on the billboard to show pedestrians how foolishly they acted. The images became part of the wider campaign used on websites, social networks and transport billboards. In two months, the campaign had 50 million organic views and 1.2 million interactions, making ‘pedestrian and drivers co-existence’ the number one topic in main French news.

The Conscious Crossing - KiwiRail, New Zealand

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The Conscious Crossing - KiwiRail, New Zealand

At less frequented pedestrian railway crossings, expensive warning systems can’t always be installed. These crossing pose a risk to human life every day. KiwiRail created The Conscious Crossing as a safe, cost-effective way to keep pedestrians alert everytime they cross the tracks. The Conscious Crossing is an outdoor installation consisting of a series of moveable cates. It keeps the crossing environment ever-changing, continually altering the environment to make the familiar, unfamiliar. Designed with human nature in mind, it creates an ongoing cycle of safety as pedestrians are empowered to constantly change it to keep each other safe.

Missing Type -NHS Blood and Transplant, UK

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Missing Type -NHS Blood and Transplant, UK

Over the last 10 years, there’s been a staggering 40% drop in blood donor registrations, putting thousands lives at risks. To draw attention to the fact that NHS Blood & transplant were urgently missing blood types A, B & O, they decided to visualise the issue by making the letters disappear from society. Publications, institutions, brands and celebrities created a powerful call to action by getting involved, triggering an unprecedented social media movement. Most importantly, over 30,000 new donors registered in 10 days, saving or improving up to 100,000 lives.

Like My Addiction - Addict’aide, France

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Like My Addiction - Addict’aide, France

It is estimated that in France addictions account for one in five deaths and one out of every two delinquent acts, mainly among young people. It's easy to miss the alcoholism of someone close. Addict Aide, an organisation specialised in alcohol addiction wanted to highlight this difficulty. Through an Instagram profile created specifically, followers were introduced to Louise Delage during 6 weeks: a 25 year old Parisian, who seems to enjoy life to the fullest. A campaign built and thought around growth hacking techniques with no media buying but the appropriate knowledge of the mechanisms that govern Instagram. Every photo contained alcohol – but this was overlooked by her 110K followers. The campaign garnered over 1 billion impressions and 9.8 million earned media.

Care Counts - Whirlpool, USA

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Care Counts - Whirlpool, USA

For most of us, having access to clean clothes every day is something easily taken for granted. But for thousands of schoolchildren, the lack of clean clothes is a source of shae so powerful it can keep them out of school. Whirlpool’s attempt to address the problem placed washers and dryers in schools in major areas of deprivation, then tracked whether the donations affected attendance rates. In the 47 participating schools, 90% of participating students improved their attendance and had an 89% increase in class participation. In 2017, over 1000 schools have requested the program.

Sweet Change - PAYTM, India

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Sweet Change - PAYTM, India

In India, 96% of transactions are in cash with many Indians reluctant to use digital methods of payment. But there's always a dearth of change so shopkeepers resort to tendering candies instead of change, resulting in customers losing out on a considerable sum over time. Paytm saw this as a window of opportunity, allowing shopkeepers to distribute Paytm branded sweets that could be redeemed for the appropriate change through their app. Over the course of a month, they received over a million app downloads, brought the cost of customer acquisition down from 60 to 12 rupees and 36% of the downloaders remained active users.

Black M - Sound Music, France

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Black M - Sound Music, France

In 2016, France was preparing to celebrate the centenary of the Battle of Verdun. French rapper, Black M, was to perform as part of the anniversary celebrations. Leaders of the Far Right felt that as a French citizen of Guinea descent, his performance would be inappropriate and disrespectful to the memory of the soldiers. Instead of directly addressing the politicians, Black M responded with a song of love for his country, defying all of the haters. The song received over 50 million views on YouTube, 10 million listeners on streaming services and over 674 million Twitter impressions for #Jesuischezmoi.

Boost Your Voice – Boost Mobile, USA

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Boost Your Voice – Boost Mobile, USA

The United States is the only advanced democracy in the world that systemically puts up barriers and make it as hard as possible to for citizens to vote. In 2016, there were 868 fewer places to vote with polling stations for low-income and minority voters either removed or few and far between. Boost Mobile wanted to give the people in their areas the chance to have their voice heard, turning their stores into official polling stations. Working with the election authorities, Boost Mobile increased voter turnout in their precincts by 23%, helped facilitate the biggest day of early voting in Chicago history. The campaign had over 766 million total campaign impressions. After the success of the campaign, Boost stores will continue to serve as official voting stations in the ongoing fight for equal access.

Uniqlo - High Tech Window, South Korea

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Uniqlo - High Tech Window, South Korea

In the cold winter, could an advertisement keep people worm? Uniqlo developed a 'Heat Tech Window' which assisted in a room temperature increase of 2-3 degrees Celsius. The air inside the bubble wrap blocks the heat conduction between the outside an dinside, thus raising the temperature of the room. Over the festive period in 2016, Uniqlo Korea handed out the Heat Tech Windows to consumers in all their stores for free with any purchase. 500k people were given a Heat Tech Window, which was then applied to their windows at home, creating 500k spaces of free OOH advertising media for Uniqlo. Applying the Heat Tech Window saes an average 20% on heating. The campaign video garnered 30 million impressions and Heat Tech product sales grew by 203%.

Burger Clan - Online Delivery Service, Spain

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Burger Clan - Online Delivery Service, Spain

In it's first ever collaboration, Burger King Spain and Sony Interactive Entertainment launched 'Burger Clan.' The campaign featured nine professional gamers representing FIFA '17, Call of Duty and Grand Theft Auto V. The professional gamers played alongside your average Joe online, allowing gamers at home to place a burger delivery order without ever leaving the game (or the sofa for that matter). The campaign had 200 million media impressions, an increase of 300% on home delivery users and an overall 21% increase in sales.

"Rainbow Pack" - Doritos - USA

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"Rainbow Pack" - Doritos - USA

Over 30% of LGBT young people have attempted suicide. With a HQ in one of the USA's most conservative state, Texas, Doritos produced a special rainbow-coloured edition to raise money for a gay rights charity, It Gets Better. The special "Doritos Rainbows" packs, only available in the US and online with a $10 donation, contained the message: "There's nothing bolder than being yourself." The campaign resulted in packs being sold out within 24 hours, 1 billion media impressions in 12 hours and #1 trending topic on Facebook, Twitter and Instagram simultaneously.

Equality Signs - Nike, Colombia

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Equality Signs - Nike, Colombia

If both genders share the same city and passion for sports, why are 100% of Bogota's city sports signs in mayor parks represented by a male figure? Nike set out to empower women by changing this definitely. The simple action created a huge conversation that spread on social and traditional media. All the Buzz caught Bogota's City Hall attention, and the office for gender equality joined the campaign to make it happen not just for one day, but forever. As a result, Nike was invited to co-create a whole new batch of signs for main parks in the city. Signs that include both male and female athletes, together, as it should be.

#REDEFINEWOMEN - Host, Australia

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#REDEFINEWOMEN - Host, Australia

Gender equality is a global conversation. But, for all our talk, progress has been slow. So Host set out to help the conversation by leveraging a brand with a surprising problem. 'Google: define', a tool belonging to the world's most progressive company, was inadvertently serving definitions that perpetuated out-dated gender stereotypes. So, they created #RedefineWomen - a social movement that appealed to Google to update their definitions. Within a week, Google: define began to change their meanings to define words, not women.

#Makewhatsnext, Microsoft, USA

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#Makewhatsnext, Microsoft, USA

Microsoft's #MakeWhatsNext campaign, timed to coincide with International Women's Day, celebrates women inventors and inspires girls to pursue careers in Science, Technology, Engineering, and Math (STEM). #MakeWhatsNext videos and content have received over 14 million views, earning over 754,000 shares with a positive sentiment of 99.8%. #MakeWhatsNext has also earned over 184 million media impressions. The campaign drove a 50% increase in website engagement and resulted in a 23% lift in searches for “Microsoft”.

Beat Me, UN Women, Pakistan

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Beat Me, UN Women, Pakistan

90% of women in Pakistan have suffered some form of abuse. Disturbingly most men and many women believed men had the right to "beat lightly" women. A bill supporting this right was even debated by politicians. The #beatme campaign invited men to try and beat women and activities they were good at. The films caused a social media sensation with 296 million earned impressions as well as extensive coverage across all media channels. A new law protecting women’s rights has recently been implemented.

Payphone Bank, Tigo-Une, Columbia

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Payphone Bank, Tigo-Une, Columbia

Out of a total population of 46 Million, a staggering number of 8 Million Colombians do not have any bank accounts. They earn less than 3 dollars a day, mostly in coins, by selling small things like drinks and food on the street. They cannot afford to have bank accounts, which creates a vicious cycle of no credit history, higher exposure to robbery and difficulty of escaping poverty, since they are unable to get loans. Tigo-Une turned 13,000 cast iron pay phones from the turn of the century into a micro-savings system for the poorest in Colombia. Now they can go to a Une store to activate an account, then deposit their earnings, which are mostly coins, into the public phone and their own microsavings account. That account can be used to pay utility bills, buy public transit tickets, and even get microloans at stores to buy basic appliances like a refrigerator.

#holdtight, ANZ, Australia

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#holdtight, ANZ, Australia

For many in the community even if you're ‘out’ and completely comfortable with your sexuality, holding hands with a partner in public can still feel awkward, tense or even scary – sometimes making it easier to just let go. So ANZ encouraged people to #HOLDTIGHT instead - celebrating the simple act of LGBTI couples holding hands. Media were keen to report on the evolution of ANZ’s support of Mardi Gras, with 456 media items falling across Australia New Zealand and international titles. Coupled with the films’ more than 12 million views and 150,000 shares, there were nearly 750 million campaign impressions in total. The most resounding result was the 100% positive tone in the reporting by third parties