Crisis Response / Critical Pivot

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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

2021 SILVER

The Doppelgänger

Burger King repackaged its previously obscure value items under one platform “the tough time meals”. The menu was then launched through a stripped-down campaign, produced at a low budget, using limited props, and a celebrity doppelganger cast, all packaged together in a hilarious, kitschy manner, with one key message: we are saving on everything, except the quality of our food. The message created lots of engagement with Burger King’s fans, so much so that the relaunch generated a whopping 1547% increase in sales compared to the same period of 2019.

Brand: Burger King
Client: Burger King
Agency: Wunderman Thompson Riyadh
Language: English