Positive Change - Social Good - Diversity, Equity & Inclusion

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2023 GOLD

LA VOZ DE ELA

Desde la Fundación Esteban Bullrich recaudamos fondos de empresas para crear un hospital de día, pero sin alterar su presupuesto. Nuestro hack fue la locución: usamos IA para reconstruir la voz de Julio Sosa (fallecido por ELA) y creamos un mensaje de concientización, el cual estaría disponible para ser usado por marcas. El monto destinado al fee de locutor iría directo a la Fundación. Recaudamos $ 24.089.000 y +58% donaciones de lo que hubiéramos conseguido usando voz real. 54 coberturas (equivalentes a $6.817.482), radios y OOH cedidas.

Brand: Fundación Esteban Bullrich
Client: Fundación Esteban Bullrich
Agency: BBDO Argentina
Language: Spanish

2023 GOLD

Freedom

Dosy, a transformative social enterprise and a newcomer in the automotive sector, offered more than just unconventional transport to Egypt’s middle-to-lower-income women. In a tough economy with rampant street harassment, we provided Egyptian women FREEDOM from street fears in Cairo and Alexandria. Dosy encouraged women to embrace biking, a mode of transport unusual in Egypt, sparking organic discussions on social media. Thousands found freedom; their stories, amplified on social platforms, gained support from both genders, resonating organically in global and local media and highlighting the initiative's community-driven, organic nature.

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

2023 GOLD

The Name

As a part of Procter & Gamble’s ongoing efforts to address racial bias, P&G’s latest integrated campaign, “The Name,” showcases the importance of names, and demonstrates how meaningful gestures — like the simple act of learning someone’s name — can create a greater sense of belonging for the AAPI community in America.

Brand: P&G
Client: The Procter & Gamble Company
Agency: R/GA
Language: English