Crisis Response / Critical Pivot

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PROGRAM

2021 SILVER

Radio Recliner

Seniors are often at risk for isolation, but suddenly the pandemic had them even more alone. How could we help Bridge Senior Living best serve its residents and distinguish the company in the category? We created Radio Recliner, a digital station run by Resident DJs at retirement communities across the country. They share stories and songs from the comfort of their recliners, recording their shows by phone. It not only helped seniors battle isolation, but it also generated $6+ million in earned media that was 100% positive with zero budget.

Brand: Bridge Senior Living
Client: Bridge Senior Living
Agency: Luckie & Company
Language: English

2021 BRONZE

How supporting our heroes supported our business

Covid-19 brought hockey to a halt, along with MLS’s entire business with a massive 90% drop in revenue. With games gone, fans missed more than the game, they missed coming together to cheer for their heroes. To save MLS we made a dramatic pivot from hockey heroes to healthcare heroes - the one team, we were all cheering for. The limited-edition collection of MLS Healthcare Heroes socks sold out quickly. By restoring the community connect, MLS doubled its total revenue and raised $10000 for Canada’s healthcare heroes.

Brand: Major League Socks
Client: Major League Socks
Agency: TBWAJuniper Park
Language: English

2021 BRONZE

Unapologetically Human

Faced with collective vulnerability and our growing isolation from each other, it is time to celebrate a common thread and the hope that we can all find strength in our softness. We all bleed, we've all had snot drip down on us, we've all barfed, or been barfed on, we are all messy and, yes, we all use the toilet. It’s these realities that unite us all. That’s what make us beautiful. It’s these moments that we are in service of. Now is the time to unapologetically celebrate our humanity.

Brand: Cashmere, Purex, SpongeTowels, Scotties
Client: Kruger Products L.P.
Agency: Broken Heart Love Affair
Language: English