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 GOLD

Ariel Work For Home

Igniting a social movement built around the powerful idea of Work FOR Home, we mobilized influencer, celebrities and social communities to help generate 15,000+ user generated stories of men Sharing The Load at home. With over 1.3 million engagements across social platforms, and 24+ million online views of the main message, we drove exceptional Brand and Business results: Top of Mind +3; +2 in Attitudinal Equity; +8% Sales vs corresponding period last year.

Brand: Ariel Work For Home - Influencer
Client: P&G
Agency: Symmetry Group
Language: English