Crisis Response / Critical Pivot

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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 GRAND

Revolutionising NGO funding in HK

This case successfully led one of the biggest covid-response efforts in the entire city, while at the same time flipping a trend of negative perception that the entire property category has been enduring over the past few years. Through quick and effective execution, New World Development solved the biggest challenges of the non-profit sector; it filled in organizational, communications, legal and financial gaps within charitable giving, mobilizing donors and NGOs in a short amount of time, and will continue to disrupt the charitable giving space for good in the future.

Brand: Share for Good
Client: New World Development
Agency: MSL Hong Kong
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