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2023 SILVER
Zero to liberation in six words
In India, social mobility of women was bound by their physical mobility. To liberate women socially, it was critical to unshackle their physical mobility. Hero Pleasure, India’s first scooter for women, pioneered women’s liberation by enabling their personal mobility. But society resisted this liberation. They discouraged women’s mobility by insulting their driving abilities. Hero Pleasure turned this prejudice into pride by showing the society what all liberated women are driving – homes, offices, countries. Our movement unlocked growth and garnered interest in the product as well as brand beliefs.
Brand:
Hero Pleasure
Client:
Hero MotoCorp
Agency:
McCann New Delhi
Language:
2023 SILVER
Škoda Zaterdag
In Europe, no one needed another premium car brand like Mercedes, Audi or BMW. So instead of creating another car campaign, we created an entirely new service proposition that respects our customers’ biggest luxury – their time. Despite a shoestring budget (3% share-of-spend), we managed to put Genesis on the map in only 12 months: brand awareness, desirability and luxury recognition grew by up to 98%, Genesis became the 4th/5th most talked about brand in Europe, and test drive requests exceeded forecasts by 172%.
Brand:
Škoda
Client:
Škoda
Agency:
Selmore Creative Agency
Language:
English
2023 SILVER
Freedom
Dosy, a transformative social enterprise and a newcomer in the automotive sector, offered more than just unconventional transport to Egypt’s middle-to-lower-income women. In a tough economy with rampant street harassment, we provided Egyptian women FREEDOM from street fears in Cairo and Alexandria. Dosy encouraged women to embrace biking, a mode of transport unusual in Egypt, sparking organic discussions on social media. Thousands found freedom; their stories, amplified on social platforms, gained support from both genders, resonating organically in global and local media and highlighting the initiative's community-driven, organic nature.
Brand:
Dosy
Client:
Dosy
Agency:
Publicis Groupe - Leo Burnett Middle East
Language:
English
FINALISTS
Genesis Brand Launch
It's about time
Toyota Aygo X
The New Toyota Aygo X: From Small to Tall
Volkswagen AG
Volkswagen ID. Buzz x Star Wars: Creating buzz with a galactic cooperation
