Crisis Response / Critical Pivot

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PROGRAM

2021 GRAND

Signal for Help

Before the pandemic if you were at risk of abuse there was no simple, covert way to ask for help. Today there is a globally recognized gesture – Signal for Help. Invented at the height of the pandemic, during a surge in gender-based violence the Signal became a tool that women could and were proven to be using. Inspiring activism and action on a global scale Signal for Help was adopted by 200+ organizations, across 40+ countries in 19 languages continuing to have a positive impact beyond the pandemic.

Brand: Canadian Women’s Foundation
Client: Canadian Women’s Foundation
Agency: TBWAJuniper Park
Language: English

2021 GOLD

Dove 'Courage is Beautiful'

During the early days of the COVID-19 pandemic Dove saw an opportunity to redefine beauty once again by creating a campaign to announce their commitment to support Canadian frontline workers. Building from the insight that in times of crisis, beauty lies in what we do, not how we look, Dove created a campaign that showed the beauty in our frontline workers’ acts of courage. The campaign poignantly captured the zeitgeist of the pandemic and re-established Dove as a leading purpose led brand.

Brand: Dove
Client: Unilever
Agency: Ogilvy Canada
Language: English

2021 SILVER

Destination Menu by Thai Catering

When COVID forced lockdowns around the world, and travel became impossible, airlines were grounded, and most were forced to eliminate staff. Working with Thai Airways, we launched Destination Menu. A new service that transformed the airline's catering function into a food delivery provider with dishes inspired by destinations around the world. Grossing $600k USD+ per month and keeping over 2,200 people employed, Destination Menu was an idea born from crisis, but which continues to deliver meals and salaries today and into the future.

Brand: Thai Airways
Client: Thai Airways
Agency: Wunderman Thompson
Language: English