Crisis Response / Critical Pivot

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2021 SILVER

The Grandparents' Telco

A business-oriented idea with a (really) good heart. An unexpected challenge: With COVID-19 impacting Tunisia’s telco category, a new growth opportunity was needed. An unexpected approach: We persuaded Orange to shift its lens from youth to an underserved segment – Tunisian Grandparents. A meaningful need: They needed better connectivity, perhaps more than anyone else, during lockdowns. A new product: New packages was created specifically for them to help and ease their lives. Entertainment vs. advertisements: And it was brought to life through entertaining branded content across channels relevant to them.

Brand: Orange Tunisia
Client: Orange Tunisia
Agency: FP7 McCann Tunis
Language: English

2021 SILVER

Commander Copy

People turn to trusted heroes during crises – government, celebrities, professionals. When COVID hit, Pakistanis turned to Commander Safeguard! Posts sprung up saying “Only Commander can save us”, “I trust his words blindly”! Safeguard uniquely married Brand, Community and Influencer, using its very own Influencer Commander Safeguard and enrolling celebrities, bloggers, authorities in a movement. 1-9-90 (creator-sharer-listener) framework enabled stellar results beating targets despite lowest media spends: Target category (+26%), sales (+38%), profit, equity, awareness, recognition on Youtube Most Watched List.

Brand: Safeguard
Client: P&G
Agency: Adcom
Language: English

2021 SILVER

Rallying a nation to save the restaurant industry.

COVID-19 forced most restaurants to close their dining rooms, driving many out of business overnight. In order to help, we needed an idea that could quickly be implemented nationwide, would be embraced by thousands of competing restaurants, and could be executed without any media budget. Within 72 hours, we launched The Great American Takeout: a day when everyone in America was asked to order one takeout meal. It garnered national TV coverage, trended #7 on Twitter, achieved 36% national awareness, and increased sales as much as 60% for participating restaurants.

Brand: The Great American Takeout
Client: The Great American Takeout
Agency: High Wide & Handsome
Language: English