Crisis Response / Critical Pivot

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2023 BRONZE

Deposit made of Steel

In Latvia, a large amount of waste is buried at landfill, and since people do not face the problem directly, they do not act. To make people face the problem, we planned 3 phases: first, we scared people with a new landfill soon to be built nearby the residents; second, we educated them; and lastly – we reminded them to build habits. We reached 61% of the total defined audience, 37% of people committed to reducing waste after the campaign, and the unsorted waste at the landfill decreased by 2%.

Brand: FUIB
Client: FUIB
Agency: MullenLowe Adventa
Language: English

2023 BRONZE

Tires to Roads

Aramco, a global energy leader, took on Saudi Arabia's environmental challenges with a pioneering initiative: recycling tires into drivable roads. This circular economy approach combated tire waste; a significant contributor to emissions. The content marketing emphasized environmental education and attracted and involved local businesses. Transparent communication, detailed explanations of tire recycling, and online awareness efforts played key roles. Aramco's commitment to sustainability was evident through a pilot project and plans for nationwide adoption. This initiative not only tackled environmental issues but also showcased Aramco's dedication to a green Saudi Arabia.

Brand: ARAMCO
Client: ARAMCO
Agency: Publicis Groupe - Leo Burnett Middle East (Saudi Arabia)
Language: English

2022 GOLD

Not Just A Cadbury Ad 2.0

The severity of the 2nd Covid wave that hit India in 2021, dampened India’s biggest festive season of Diwali. Small local stores that contributed the most business for Cadbury were the most hit. And Cadbury was looking at a business degrowth of 10%. But, it turned this adversity into an unconventional opportunity by bringing on Bollywood superstar Shahrukh Khan to endorse local stores and help promote them through hyper-personalised MarTech innovation. In doing so, Cadbury helped uplifting thousands of small-businesses and ultimately unlocked 25% business growth for itself.

Brand: Cadbury Celebrations
Client: Mondelēz India
Agency: Ogilvy Mumbai
Language: English