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2018 Ideas

Bradshaw Stain

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Bradshaw Stain

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%.

Child Replacement Programme

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Child Replacement Programme

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.

Google Sheep View

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Google Sheep View

Interesting facts about the Faroe Islands: they’re among the most unexplored spots on earth, sheep outnumber humans two to one and, until recently, they didn’t exist on Google Street View. Determined to change that last fact, the country’s tourism office launched “Sheepview 360”. A local version of the popular Street View with one major difference: all imagery was shot from 360° cameras strapped onto sheep. With #WeWantGoogleStreetView and #VisitFaroeIslands, the campaign attracted global interest and got the attention of Google. Today, tourism is at an all-time high and the tiny islands are finally on Street View.

Healthy Hands Chalk Sticks

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Healthy Hands Chalk Sticks

Millions of children across rural India still don't have the habit of washing hands with soap before eating. Savlon chalk sticks reached kids in over 100 schools and successfully helped introduce the habit of everyday hand-washing in over 150,000 children. The innovation featured in over 79 local newspapers and leading TV news channels, which resuled in a distribution plan reaching more than a million kids every day. This single promotion helped establish Savlon as a major player in the health & hygiene category with a reach of 5.1 million on Twitter and 4.3 million on Facebook

Magic Wallpaper

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Magic Wallpaper

Magic Wallpaper helps encourage parents engage their children in bedtime stories with specially created characters which come alive on their website and app. The characters could also be combined to create endless stories and fire the imaginations of both the children and parents

Stories that were then shared by parents on social media platforms and helped build the Castorama brand and positioning

Meet Graham

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Meet Graham

Meet Graham featured a grotesque depiction of how a human body would need to be formed in order to best withstand a car accident.

The ‘Graham’ sculpture was an unusual way of warning people of the damage they can do to themselves in a car accident

Within hours of being introduced to the world, Graham had captured the imagination from Melbourne to Mumbai. He quickly became a social media phenomenon and was one of the top-trending stories on Twitter and Facebook and attracting 10.4 million page videos on the official website within a week.

Missing Type

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Missing Type

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.

Payphone Bank

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Payphone Bank

Out of a population of 46 Million, 8 Million Colombians cannot afford to have bank accounts, which creates a vicious cycle of no credit history and difficulty of escaping poverty

Tigo-Une turned 13,000 cast iron pay phones 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.

undress522

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undress522

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. This campaign used white wedding dresses as a powerful symbol of how society tries to hide this outrage. The message spread like wildfire across mainstream and social media resulting in a change in the law – not only in Lebanon but also Tunisia

Words of Welcome

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Words of Welcome

Words of Welcome is a design concept that turns every aid donation into a German language lesson. 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.

An online platform enabled people to help spread the word to other citizens, brands and corporations to attract new sponsors to help refugees learn German

And to help them feel better understood and more welcome in their new environment.

bloodnormal

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bloodnormal

The absence and shaming of periods in culture fuels the taboo. This campaign demonstrates that the visible and positive portrayal of periods and period blood in culture normalises them and therefore begins the process of ending the taboo.

The idea is – periods are normal, showing them should be too. Women should be able to discuss them in mixed company and men should feel comfortable buying pads.

This mainstream brand was brave enough to challenge a taboo that can be damaging to women’s mental and physical wellbeing. The campaign was launched in 4 countries but had an impact in over 32 with a PR reach of 4.5 billion.

Transmemories

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Transmemories

Transgender people can change their present, but not their past.

This campaign demonstrated that memorie,s which are an essential part of the human being, could be released and have the same gender with which they are identified at present.

With the use of Elle’s digital retouchers team childhood photos were modified to images more in line with the person they are now.

This idea recognises that sexual orientation is a preference with which people by nature have a body that does not correspond to their way of thinking or natural disposition.

The Talk

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The Talk

This idea highlighted that whilst many things have progressed in the world, “The Talk” has remained a necessary rite of passage for black Americans for too many generations. The film portrays moments where parents prepare their sons and daughters for the difficulties and dangers of growing up black in America.

The campaign was first launched online and via social media but quickly moved to broadcast and has garnered over 1.4 billion earned media impressions

The film has been viewed over 15 million times – and whilst brand and sales performance were not measured ,there was an 86% positive sentiment for the campaign.

Most Successful Recruitment Video

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Most Successful Recruitment Video

The New Zealand Police set out with an aim to attract a greater diversity of police officers. To do this, they knew the public would need to hear from people they could identify with. They used over 70 diverse, real officers, along with a range of social influencers to deliver the message in an action packed on foot police chase.

Within 24 hours of the campaign launch the video was picked up by all the New Zealand news channels and had gained over $4 million worth of earned media

Most importantly there was a 615% increase in diverse profiles created and the largest intake of female recruits ever.

Evita, the equality bill

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Evita, the equality bill

Argentina has two different 100 pesos bills – one portraying a man (Julia Roca) and the other a woman – Evita Perón. The latter is the only bill in Argentina history to feature a women. Amongst many things, Evita Perón is remembered for fighting the inequality between the sexes.

As Women’s Day approached, DDL&Co wanted to raise awareness of the gender pay gap and so decided to increase the value of the Evita Perón bills by 27% - the difference in the gender pay gap for the month of March.

The campaign doubled their media reach thanks to earned media and the brand trust value increased from 2.2 to 4.5. In March 86% of consumers paid with Evita bills

This Coke is a Fanta

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This Coke is a Fanta

In support to international LGBT+ pride day, Coca-Cola launched a limited-edition can. A red Coke can with orange Fanta inside, featuring the message: “This Coke is a Fanta. So what?”. A special can that ignores labels, challenges prejudice and empowers people – showing that there’s nothing wrong about a Coke being a Fanta.

The cans took over social media and the streets and achieved 1 billion media impressions with $0 media spent and trended on twitter, contributing to the fight against homophobia.

#SheDrives

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#SheDrives

Nissan wanted to show real Saudi women that Nissan understood what the right to drive meant to them and set out to support and empower them now and beyond June 2018 – the month that The Royal Decree broke. The campaign gave the women the chance to drive while at the same time encouraging men to respect the decree.

In its first week, the content film generated 7.6m impressions and 2,064,300 views with a 9.4% engagement rate. Overall, people have spent 976,487 minutes watching the content, with 64% of the views coming from men in Saudi Arabia.

#DiversityWins

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#DiversityWins

Diversity Lab wanted to demonstrate the value of inclusion in the labour market. To do so, they created a campaign that is itself the results of inclusion – by allowing workers to tell their own personal stories.

#DiversityWins has been the most influential campaign about diversity ever made in Italy. A few days after it launched, companies such as Google, Amazon, Airbnb, American Express, Diesel and many more wanted to join the conversation telling the stories of their co-workers. In just a few weeks, more than 140 global stories were written that generated more than 70 million impressions. The conversation about diversity inclusion became so high that the Diversity Lab decided to create the biggest event on diversity ever made in Italy – The Diversity Brand Summit.

Pride Buns

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Pride Buns

To convey a strong message and diversity and gender equality, McDonald’s launched ‘Pride Buns’ during Denmark’s biggest diverse human rights festival. Pride Buns changed the way burgers were built, using two top buns or two bottom buns for the budget – because two of the same kind are also a great match.

The night before the Pride festival, McDonald’s released a video on their main social channels communicating the new product. Launch videos reached more than 400,000 people – almost 10% of the Danish population. The story was picked up on many news media outlets, including the country’s two largest news channels who awards the initiative as the Best Pride Celebration in the country. Pride Buns helped break the record for McDonald’s Denmark trust score in 2017.

The Most German Supermarket

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The Most German Supermarket

In 2017, German supermarket EDEKA decided to make a powerful statement for more diversity and banned more than 20,800 foreign products from their supermarket. Instead they opened the most German supermarket ever with products made in Germany only. Empty shelves showed customers what a lack of diversity really looks like.

More than 117 articles about the stunt were published worldwide. More than 10,000 posts were generated on social media, with an engagement of 328,000 users. Worldwide, the campaign reached more than 105 million people. After the stunt, EDEKA generated 18,000 new followers and achieved their aim in helping people realise that diversity is important for everyone. The campaign resulted in a worldwide discussion about diversity and xenophobia.