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2020 Ideas

#NoConditionsApply | Times of India | India

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#NoConditionsApply | Times of India | India

In 2017, The Times of India sought to break a 400-year old tradition of division and turning it
in to one of acceptance. For the first time, unmarried women, divorcees, widows and the
LGBTQ community were welcome to join in the celebration of Sindoor-Khela.

More than 100 temples opened their doors to ALL women in 2017 and 2018. In 2018,
because of the success of the campaign in 2017, 60 more temples joined in. For the first
time, The Times of India disputed leadership in Kolkata with The Telegraph to become the
#1 English newspaper in the city.

All Together Cereal | Kellogg’s | USA

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All Together Cereal | Kellogg’s | USA

To show solidarity with LGBTQ youth, Kellogg’s released a limited-edition cereal ‘All
Together’ which brought all their brand mascots and cereals together as a symbol of
acceptance.
Launched on Spirit Day, for every box given away a donation was made to GLADD (Gay &
Lesbian Alliance Against Defamation). Such was the demand additional packs were
produced for sale with the proceeds going to the charity.
#SpiritDay obtained 2.2 billion impressions and retailers such as Target and Walmart have
requested a national roll out of the brand across the USA.

#BrailleBricksForAll | Dorina Nowill Foundation

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#BrailleBricksForAll | Dorina Nowill Foundation

19 million children are visionally impaired, yet there are not many materials adapted for
their education. The Dorina Nowill Foundation for the Blind sought an innovative resource
to improve life for the visually impaired and those around them. As an NGO with no budget,
they created #BrailleBricksForAll to amplify their message.
#BrailleBricksForAll got over 141 million impressions and 3.7 million interactions. The largest
toy manufacturer in the world not only became aware of the idea but was willing to
produce it. The Lego Braille Bricks are already in use in Denmark, Norway, United Kingdom
and Brazil. By 2020, it will be distributed free to a further 16 countries.

Civil Love | Absolut Vodka | Lebanon

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Civil Love | Absolut Vodka | Lebanon

Following years of Civil War, Lebanon remains a sectarian society underpinned by a law which prevents those from different religions from marriage. Absolute Vodka launched Civil Love to encourage their target market, the young millennials, to “create a better tomorrow tonight” and fall in love with others from different religions. They found a legal loophole and held a civil marriage on a boat just 12 miles from the Lebanese coast in International waters.

Absolute Civil love became a social movement and the new government proposed a motion to make civil marriage a civil right. The campaign also attracted traction with 30 million views and impressions and a 17.69% increase in sales.

How we helped Diversity win the Eurovision | Outbrain | Israel

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How we helped Diversity win the Eurovision | Outbrain | Israel

To demonstrate the power of their media platform and the importance of diversity in
culture and advertising, Outbrain helped Netta – a unique singer and outspoken advocate
for diversity - win Eurovision for Israel.

By targeting the most influential countries in Europe and exposing them to her music video,
they created support for their contestant well before the contest.
Netta won Eurovision in front of 180 million viewers creating 4.2 billion media impressions.

Our Flavor Has No Race | Postobon | Colombia

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Our Flavor Has No Race | Postobon | Colombia

Colombians use the colours of Postobón sodas to determine the flavour - the same way
racists use skin colour to define people. During October, when National Race Day is
celebrated in Colombia, Postobón launched a special edition of their 7 flavours but removed
their colours. This meant that people had to taste the drink in order to find out what flavour
was inside each bottle.
The campaigns achieved 9m impressions, more than $29,700 in earned media and was the
national trending topic for 22 hours. Positive sentiment increased by 93% and sent a
message of tolerance across the country.

The Business of Gender Equality | BI Norwegian Business School | Norway

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The Business of Gender Equality | BI Norwegian Business School | Norway

To help recruit international students, the BI Norwegian Business School created a campaign
based on the insight that there is overwhelming evidence that a higher labour force
participation rate by women increases economic output and increases the gross domestic
product (GDP).

Norway can demonstrate this with 72.4% Norwegian women employed, with the average in
OECD countries of 60.1%, and could allow them to claim, “women are more profitable to
Norway than oil”.
BI had a 16% increase of accepted applications with 800 students making a video to show
their motivation to be part of the Gender Equality Experience.

The E.V.A Initiative | Volvo | Sweden

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The E.V.A Initiative | Volvo | Sweden

Women are 47% more likely to be seriously injured, 71% more likely to be moderately
injured and 17% more likely to die in a car crash. The reason? Most crash tests are based on
male crash test dummies.
To make cars safer for everyone, Volvo created a digital library with data from more than
43,000 collisions and 72,000 people, the research became open and free to any company to
learn from.
So far, the film has garnered over 85 million views and has reached over 70 countries. It has
appeared in over 450 articles and has over 280 million social media impressions. Volvo got
the world talking about an issue many people were unaware of.

The Unbreakable Rainbow | Ben & Jerry’s | Poland

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The Unbreakable Rainbow | Ben & Jerry’s | Poland

In 2012 a giant rainbow sculpture appeared in Saviour Square in Warsaw the sculpture triggered hate among opponents of LGBT rights. After the original sculpture destroyed by vandalism, Ben & Jerry’s created an unbreakable and unbranded version. On social media they informed of their partnership of the equality parade and in the week preceding the projection they teased about the rainbow event. The day before the screening they organised a press breakfast to present the design installation. On the day of the event, they published a public invitation on social media, reported via live streaming and encouraged social media users to share their image.

The campaign resulted in a 47.5M reach and 355k live reactions and featured by international media including: The Washington Post, The Telegraph, China Post, The Guardian. Comedian James Corden mentioned the campaign to his 10.6M followers.

We Are All Equal | Pro Infirmis | Switzerland

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We Are All Equal | Pro Infirmis | Switzerland

There is a belief that only sad campaigns raise money. Pro Infirmis, Switzerland’s largest organisation for people with disabilities, took a different approach

Their humorous campaign highlighted situations that both able and disabled share and not the differences, conveying that people with disabilities are simply a part of our society.

The campaign resulted in 38 PR contributions, reached 8M globally and had 13.6k interactions on Facebook.

Hulu Sellouts | Hulu | USA (2019)

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Hulu Sellouts | Hulu | USA (2019)

Fried Chicken Bath Bombs | KFC | Japan (2018)

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Fried Chicken Bath Bombs | KFC | Japan (2018)

The All-In Promo | Noblex | Argentina (2018)

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The All-In Promo | Noblex | Argentina (2018)

The Slowest Pizza Delivery | Sargento | USA (2019)

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The Slowest Pizza Delivery | Sargento | USA (2019)

Potty Mouthed Princesses | FCKH8 | USA (2014)

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Potty Mouthed Princesses | FCKH8 | USA (2014)

Hungerithm | Marathon Bars | Australia (2017)

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Hungerithm | Marathon Bars | Australia (2017)

The Candidate | Heineken | USA (2013)

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The Candidate | Heineken | USA (2013)

Bentley Burial | ABTO | Brazil (2013)

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Bentley Burial | ABTO | Brazil (2013)

Club de Cuervos | Corona | Mexico (2019)

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Club de Cuervos | Corona | Mexico (2019)

The Man Your Man Could Smell Like | Old Spice | USA (2012)

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The Man Your Man Could Smell Like | Old Spice | USA (2012)

Closed for Maintenance – Open for voluntourism | Visit Faroe Islands | Denmark (2019)

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Closed for Maintenance – Open for voluntourism | Visit Faroe Islands | Denmark (2019)

Visit Faroe Islands had a dilemma - to increase tourism in a country without the necessary infrastructure and where one third of the population didn’t want more tourists. They decided to make a bold move.

The Faroese PM announced they were ‘Closed for Maintenance, but open for voluntourists’. All major tourist sites were closed but voluntourists were invited to help maintain and care for the Islands in return for accommodation and food.

Within 4 days, 3,500 people signed up and volunteers from 25 countries arrived to help. Today, the top ten sights have all been improved. The campaign made headlines all over the world and resulted in more than 600 news articles, an online readership of 6b and 50,000,000 social media interactions.

Igniting a Global Conspiracy to #GetNZontheMap | Tourism New Zealand | New Zealand (2019)

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Igniting a Global Conspiracy to #GetNZontheMap | Tourism New Zealand | New Zealand (2019)

Tourism New Zealand wanted to create a social campaign that turned the unfortunate issue of New Zealand being left off world maps into a global conspiracy, suggesting jealousy as the reason.

Fronted by New Zealand Prime Minister, Jacinda Ardern, and popular actor Rhys Darby, the social film light-heartedly made this issue a matter of national importance. It encouraged viewers to help put New Zealand back on the map, by sharing all the great reasons to visit, using the hashtag #getNZonthemap.

With a $0 Media Spend, they achieved $10 Million worth of earned media, 11m+ organic views worldwide (and counting), 1.3b total reach and a 66:1 ROI.

The World’s First Heart Rated Tourism Ad | Tourism Ireland | Ireland (2019)

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The World’s First Heart Rated Tourism Ad | Tourism Ireland | Ireland (2019)

In a world of star ratings and online reviews this campaign showed “culturally curious” travellers how Ireland can leave you emotionally fulfilled.

A Swedish couple (who had never visited Ireland before) were fitted with a head- mounted camera and heart-rate monitor, then tracked their physiological responses to a range of experiences.

The data was then used to determine what footage made it into the final campaign.

Raw emotional data that shows the world how Ireland makes people feel.

The Photography Ban | Graubünden Tourism | Sweden (2019)

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The Photography Ban | Graubünden Tourism | Sweden (2019)

It is scientifically proven looking at other people’s beautiful holiday photos can make you sad.

So, the stunning mountain village of Bergun legally banned photography – so they cannot be shared and make people sad.

When the media were alerted to this news of the ban quickly spread across the globe and as a result people from all over the world started to search for photos.

With a media budget of zero the stunt generated media worth of 9.1m Swiss francs.

And bookings for Bergun rose by 470%

Be Part of the Font | Philippine Department of Tourism | Philippines (2019)

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Be Part of the Font | Philippine Department of Tourism | Philippines (2019)

This was a 100% crowdsourced tourism campaign taking a lead in reducing the carbon footprint with no actors, shoots and flights.

A custom-made font using the traditional hand-painted style of Filipino sign painters was created to encourage visitors to turn tourist photos into ads for the Philippines.

The result was an immediate +200k images on Instagram which helped generate an 11% increase in search results with a direct correlation to visits.

Dundee: The Son of a Legend Returns Home | Tourism Australia | Australia (2019)

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Dundee: The Son of a Legend Returns Home | Tourism Australia | Australia (2019)

How could Tourism Australia capture the attention of the American market in a sea of tourism campaigns?

The answer, Crocodile Dundee.

Tourism Australia leveraged the popularity of the 1986 movie to create a spoof film, that was in fact, a tourism ad.  The campaign was launched on social with a cast of A-list Australian celebrities and culminated in a Super Bowl ad that initially fooled the audience and achieved the stand-out needed.

Dundee was the #1 searched, viewed and shared Super Bowl ad.  It achieved earned media of $84.4m and reached 7.7 billion people.  This translated to 900% increase in organic booking enquiries.

Sensorial Tours | Ministerio De Turismo | Ecuador (2018)

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Sensorial Tours | Ministerio De Turismo | Ecuador (2018)

Ecuador is world-famous for its flora and fauna which attracts tourists from all over the world.  However, many of these attractions were only accessible to able bodied tourists.  With the support of Ecuador President, Lenin Moreno, himself a wheelchair user, the Ministerio Du Tourism set about creating tours that were accessible to all.  They created the first fully accessible, sensory 2-day experiences for travellers with visual disability, hearing impairment and reduced mobility.

Since the launch of this sensory experience to make Ecuador a disability friendly nation, they have recorded an increase of 57% of disabled visitors to the country.

Palau Pledge | Palau Legacy Project | Palau (2018)

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Palau Pledge | Palau Legacy Project | Palau (2018)

The Palau Government passed a new law on December 6, 2017, directing immigration officials to use the Palau Pledge entry visa stamp. The agency worked with the client (the Palau Legacy Project, a sustainable tourism marketing body), the government, the tourism industry and citizens to implement the new policy.

Launched at the UN, the Pledge has garnered enormous coverage for Palau’s conservation efforts. Its social, cultural, and political impact is both local and global.

While Palau is a small nation, its efforts to mitigate mass tourism’s effects can be seen on a global scale. Already nations including New Zealand have expressed interest in creating their own visitor Pledge. By taking steps to sustainably manage its tourist population, Palau hopes other countries will take action to protect their environment.

No need to Fly Around the World in Germany | German Rail | Germany (2019)

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No need to Fly Around the World in Germany | German Rail | Germany (2019)

72% of Germans prefer to spend their holidays abroad, because they find Germany boring. 

To encourage Germans to explore their country, they created a campaign comparing images of iconic tourism destinations around the world with similar images in Germany. There was one huge difference, the price. Using algorithms, Facebook data and geo targeting, they also used social influencers and their locations to calculate these comparisons in real time.

The campaign had a click through rate 850% higher than usual German Rail campaigns, 23.5million ad impressions, 6.61% conversion and increased revenue by 24%.

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