Brand Experience: Live

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2019 SILVER

Break Bread Smash Stigma

HIV isn’t the death sentence it once was, but HIV stigma lives on. Myths persist about how the disease is spread. As a world-leader in HIV/AIDS care, Casey House wanted to challenge this ignorance with truth and compassion. We found 50% of Canadians wouldn’t knowingly accept food from someone who is HIV positive. To challenge this stigma, we launched the first-ever eatery where all the chefs were HIV+: June’s. 515 earned stories; one billion earned media impressions; $35k budget; educated 730,000 Canadians; documentary picked up by HBO; $120,000 in donations.

Brand: June’s HIV Positive Eatery
Client: Casey House
Agency: Bensimon Byrne / Narrative / OneMethod
Language: English

2019 SILVER

Prescribed to Death

How can you get Americans to take the threat of prescription opioids seriously when they don’t believe addiction can happen to them? This was National Safety Council's challenge as they sought to combat the surging prescription opioid epidemic. The provocative program was anchored by a memorial, an immersive data visualization that helped people see themselves in the crisis and confronted them with their own vulnerability to addiction. The program established NSC as a national leader in safety and gave 1 million+ Americans a tool to protect themselves from addiction.

Brand: National Safety Council
Client: National Safety Council
Agency: Energy BBDO
Language: English

2019 SILVER

YOUR PEPSI HOME VIDEO

Every Chinese New Year, most brands try to use one brand story to echo with 1.3 billion Chinese or to connect with them emotionally. However, the biggest challenge is that they are trying to connect with the most diversified and young consumers.
Therefore, Pepsi had to find a creative solution to overcome this challenge and stands out during this busiest season of brand marketing.
Therefore, instead of using one brand video for mass communication, Pepsi decided to make 1.3 billion different videos for every single consumer.
Partnered with Alibaba to use each consumer's consumption data and personal tags to customize a CNY video that only belongs to you. You are both the screenwriter and director of the story. “Your Pepsi Home Video” can build one-to-one strong emotional bonding successfully between Pepsi and consumers.

Brand: PepsiCo
Client: PepsiCo China
Agency: VMLY&R China
Language: Mandarin