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2021 Ideas

HandiCab | Ford | Netherlands

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HandiCab | Ford | Netherlands

55% of Dutch people with a disability are struggling to find a job.  To demonstrate the capabilities of the disabled community, Ford launched HandiCab, the taxi firm with exclusively disabled drivers.

The reaction was divided.  Many travellers simply did not trust the disabled drivers and declined the experience.  Those that did discovered that disabled people are perfectly capable. 

 HandiCabs was trending on social media with 4.6m views with coverage across press and TV.  Importantly Ford have led by example and now employs over 4,200 people in Europe with disabilities.

#StillSpeakingUp | Propuesta Civica | Mexico

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#StillSpeakingUp | Propuesta Civica | Mexico

The voices of murdered journalists were brought back to life and their Twitter accounts re-activated to speak the truth about their own killings providing the circumstances that led the crimes and suspects.

Why are there no women on our banknotes? | BGZ BNP Paribas | Poland

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Why are there no women on our banknotes? | BGZ BNP Paribas | Poland

BGZ BNP Paribas strengthen their image as a bank for a changing world by creating a nation-wide debate on women’s role in society and their growing influence and stature before introducing a debit card with a woman on the front.

Rebuilding History | National Museum | Brazil

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Rebuilding History | National Museum | Brazil

To put pressure on the government to reconstruct Brazil’s iconic National Museum after it was destroyed by fire children were encouraged to build it using Lego. These were then submitted to Lego Ideas a social platform where a public vote is used by the brand to launch new products.

The Face of Distracted Driving | AT&T | USA

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The Face of Distracted Driving | AT&T | USA

Videos of 2 victims who died due to a distracted driver were created to show how they would have looked like and sounded like explaining their deaths as if they were still alive. 

Designated Fan | Paceña | Bolivia

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Designated Fan | Paceña | Bolivia

The beer brand Pacena rewarded a fan attending a major music event who had not been drinking with the opportunity to drive the celebrity performer back to their hotel after the show.

The Zero Tolerance Ribbon | 28 Too Many | Egypt

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The Zero Tolerance Ribbon | 28 Too Many | Egypt

To raise awareness of the inhumane practice of Female Genital Mutilation (FGM), still widespread in Egypt. the universal shape of awareness ribbon was turned on its head to create a powerful statement that literally spelt out the word “No” in Arabic.

Unquiet Voices | Anais Association | Romania

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Unquiet Voices | Anais Association | Romania

Using seemingly innocent footage of domestic violence from silent movies a 40-minute movie was created using the voices of real victims to break their silence.

From the Other Side | Diversity Education Projec | Japan

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From the Other Side | Diversity Education Projec | Japan

A new type of educational tool was created which nurtures diverse viewpoints by encouraging children to consider social issues like justice, LGBTQ+ rights, and the value of life from different perspectives

Playlist Timer | Barilla | Italy

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Playlist Timer | Barilla | Italy

The Bread Exam | Spinneys & The Lebanese Breast Cancer Foundation | Lebanon

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The Bread Exam | Spinneys & The Lebanese Breast Cancer Foundation | Lebanon

Bee_Influencer | Foundation De France | France

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Bee_Influencer | Foundation De France | France

Embarrassing Plastic Bags | East West Market | Canada

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Embarrassing Plastic Bags | East West Market | Canada

Mother Blanket | Vivir Association | Colombia

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Mother Blanket | Vivir Association | Colombia

Pour Perfectly | Kraft Heinz | Canada

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Pour Perfectly | Kraft Heinz | Canada

Future Official Sponsors | Abinbev | USA

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Future Official Sponsors | Abinbev | USA

The Whopper Detour (2021) | Burger King | USA

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The Whopper Detour (2021) | Burger King | USA

My Other Team is Mexico | Wells Fargo | USA

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My Other Team is Mexico | Wells Fargo | USA

#FreeCuthbert | Aldi | UK

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#FreeCuthbert | Aldi | UK

Boards of Change | City of Chicago | USA

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Boards of Change | City of Chicago | USA

Boards used to protect buildings during the Black Lives Matter protests were re-purposed to create voting registration booths making it easier to vote in predominantly black neighbourhoods in Chicago where there have been traditionally low turnouts. This led to a record number of registrations and votes. The boards are now on display at the DuSable museum of African American history

Go Equal | Go Equal Movement | Brazil

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Go Equal | Go Equal Movement | Brazil

Marta is the best and most famous woman footballer in the world and top scorer in many tournaments. To highlight the inequality in pay and sponsorship money between men and women’s football she created a strong visual identity which she put on her boots and pointed to after scoring a goal at the World Cup. This created worldwide awareness of the issue which was also discussed at the UN.

Degree Inclusive | Unilever | Argentina

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Degree Inclusive | Unilever | Argentina

15% of the world’s population has a disability yet very few products are designed with that in mind.

Degree Inclusive is the world’s first inclusive deodorant made for people with visual impairment and upper extremity impairment co created by design experts, occupational therapists and people living with disabilities

Raising Profiles | The Big Issue/LinkedIn | UK

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Raising Profiles | The Big Issue/LinkedIn | UK

The Big Issue demonstrated how to change perceptions of those living in poverty through the power of social media. With sales decimated during the pandemic they re-created the vendor business model moving on-line and working with LinkedIn. Their vendors developed relationships with their donors online and use ecommerce to increase their sales by 335% and magazine subscriptions by 40%

Project Free Period | StayFree | India

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Project Free Period | StayFree | India

Project Free Period gave sex workers in India the opportunity to learn the skills of a new trade on their free period days.  This meant that these women could use their only 3 days when they were not forced to work, to build opportunities for a better future. With a reach of 2.2bn, the programme has enrolled over 11.2 sex workers and is now being rolled out across India.

Invisible Petition | TBWA | Turkey

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Invisible Petition | TBWA | Turkey

On March 20, Turkey withdrew from the Council of Europe Istanbul Convention, which protects women from domestic violence. This decision was met with protests in Turkey. Because only in 2020 409 women were killed. Many of these women had written petitions to the State Prosecution Office asking for protection, over and over again and were ignored. We Will Stop Femicide platform wanted to make this problem visible. The campaign was the most shared visual in Turkey of the past many years with 263 million media impressions and increased support for the Istanbul Convention from 39.5% to 53.4%.

Sleeping Flags | O.N.E | Ireland

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Sleeping Flags | O.N.E | Ireland

The Tri-colour flag is traditionally known as a symbol of pride but O.N.E turned it into a symbol of homelessness.  They supported veterans who had run into difficult times, by making sleeping bags from the flags.  Traditionally the flag would not be allowed to touch the ground but O.N.E challenged the public to consider what mattered more, the flag or those who gave everything for it.

Bank on Equality | Scotiabank | Peru

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Bank on Equality | Scotiabank | Peru

Peru has one of the highest rates of the gender wage gap in Latin America. Scotiabank, one of the largest banks in Peru, made a public commitment to change this. With the help of Wunderman Thompson Peru, and on the occasion of International Women’s Day, Scotiabank surprised all its female clients who opened a Payroll Account on March 9 with an equal salary. Each female client received an additional 29.6% salary, equivalent to the gender wage gap in the country, with the bank's currency, Scotia Points, bonus points that can be used as real money to purchase or redeem on products and experiences.

Steal Our Staff | BECO | UK

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Steal Our Staff | BECO | UK

Beco – the social enterprise that makes environmentally-friendly toiletries with an 80% visually impaired, disabled or disadvantaged workforce – is, with help from TBWA\London, inviting British businesses to steal its staff in order to raise awareness of the ‘Disability Employment Gap’ and disrupt employers’ outdated attitudes towards people with disabilities.

I Am | Starbucks | Brazil

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I Am | Starbucks | Brazil

In Brazil, trans people often suffer prejudice when they don’t have their new names on official documents. The process for legally changing names is expensive and bureaucratic, and the registry offices where it happens are intimidating environments for this community. At Starbucks, anyone who orders a drink at the counter has their name respected and written on the cup without question. So, VMLY&R decided to invite trans people to have their names legally changed in a place where they are always welcome. The agency transformed a local Starbucks into a registry office, and participants were able to leave the store with official documents in their new names – free of charge. The result was a seven-times increase in daily legal name changes for the city of São Paulo.

The Connected Island | Three Mobile | Ireland

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The Connected Island | Three Mobile | Ireland

Three reversed 150 years of emigration by using connectivity to bring people, businesses and life to the remote island of Arranmore. It was their most successful business campaign ever and helped save the island.

Anticorruption Hackathon | Czech Republic

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Anticorruption Hackathon | Czech Republic

To confront political corruption this group organized a hackathon to demonstrate how the public could build an e-commerce platform in a far more open and cost-effective way.

Enjoy Before Returning | Diesel | Italy

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Enjoy Before Returning | Diesel | Italy

Whilst wardrobing costs the fashion industry $15 billion per year Diesel confronted the problem by encouraging customers to enjoy before returning in a campaign launched ahead of the global fashion week events.

Buy With Your Time | IKEA | Dubai

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Buy With Your Time | IKEA | Dubai

Recognising the time it takes to drive to their stores IKEA used Google Maps timeline to convert this into a currency customers could spend on their products.

Ultra Courtside | Michelob | USA

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Ultra Courtside | Michelob | USA

With basketball fans unable to attend games during the pandemic Michelob Ultra worked with Microsoft to create a ring of screens to create a digital experience from the comfort and safety of their homes.

Tienda Cerca | ABInbev | Columbia

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Tienda Cerca | ABInbev | Columbia

With the pandemic having a big impact on neighbourhood stores ABInbev helped digitize their trade customers and connect them to their consumers and compete with the bigger retailers with an effective e-commerce platform.

Send Noods | Kraft | USA

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Send Noods | Kraft | USA

Kraft gave their customers the chance to send some much-needed comfort and affection to the people they care about most, in the cheesiest way possible – by sending Noods (not nudes)

Laundry Night | Proctor & Gamble | USA

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Laundry Night | Proctor & Gamble | USA

Tide created a national debate over which day Laundry Night should be – suggesting moving from the traditional Sunday allowing sports fans to watch NFL matches to a Tuesday which created a clash with the hit NBC show – The Voice.

Black Santa | Coca Cola | Brazil

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Black Santa | Coca Cola | Brazil

To create a new Christmas story, Coca Cola took over a traditional Xmas Special Show that millions of Brazilians watch to present the first Black Santa.

True Name | Mastercard | USA

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True Name | Mastercard | USA

Mastercard promoted inclusion by creating the first credit card where their customers could use their chosen name on the card setting new industry standards.

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