Crisis Response / Critical Pivot

FILTER BY:

PROGRAM

2024 BRONZE

Doesn't Kill to Ask

To have a larger impact on the gun violence epidemic, we shifted the conversation from ownership to access, and found a way to focus on gun safety that anyone could adopt. We created an empowering approach to help break the taboo of talking about guns, and change the “drop-off” conversation among parents. Our “Doesn’t kill to ask” theme-line motivates people to embrace an awkward conversation to potentially save a life. Those exposed are 2.5x more likely to ask if there’s an unlocked gun in the house vs. unexposed.

Brand: Northwell Health
Client: Northwell Health
Agency: StrawberryFrog
Language: English

2023 SILVER

Oreo & Friends

In 2022, rises in costs of living in the UAE made keeping pets, for many pet owners, unaffordable. Worrying cases of pet abandonment came to light. Pet shelters were overflowing and struggling, needing help with pet adoption. We discovered a meaningful coincidence for Oreo to play a purposeful role. Oreo is the 6th most popular name for black and white pets. And as Oreo is a brand that believes no Oreo should go unloved, we got Oreo to help effectively encourage and propagate pet adoption, partnering with shelters.

Brand: Oreo
Client: Oreo
Agency: Publicis Groupe - Saatchi & Saatchi Middle East
Language: English

2023 SILVER

It's not crazy. It's the Navy.

How do you make the real, the every day and the toughness of a career with the Navy the centre of communications while maintaining appeal to jobseekers? This case showcased how the "It's not crazy. It's the Navy." campaign disrupted the established category codes of military recruitment to embrace the crazily tough and "boring" things people say about the Navy to the centre of our communication and put a purposeful spin on it.

Brand: Republic of Singapore Navy
Client: Republic of Singapore Navy
Agency: MullenLowe Singapore Pte. Ltd.
Language: English