Crisis Response / Critical Pivot

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PROGRAM

2022 SILVER

Unleashing the power of generosity in the face of adversity

Crown proved that doing what's right, not what's commercially obvious, drives results: Defying category logic when at a time in which on-premise channels were abruptly closed, instead of shifting marketing investment into the off-premise and at-home occasions, Crown acted on its purpose to inspire generosity by doubling down on its support for the on-trade community. Delivering YOY reversal on decline across L4W claimed consumption(+5.80%), equity gains across emotional engagement(+2.4%), distinctiveness(1.9%), dynamism(+1.8%) and taste(+4.9%) that outpaced gains seen by the category leader and increased penetration among millennials(+4%) and gen Z(+7%) .

Brand: Crown Royal
Client: Crown Royal
Agency: Anomaly
Language: English

2022 BRONZE

James Jefferson: How a fraudster, created by a bank, reduced fraud

While the COVID-19 was abating in the UAE and in the Middle East, another pandemic was on the rise. Online phishing attacks increased by a whopping 250%. Emirates NBD wanted to help educate people against fraud. So Emirates NBD launched James Jefferson -

Brand: Emirates NBD
Client: Emirates NBD
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English

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