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2023 BRONZE

Dogcation: How a travel agency got pet owners out traveling with a 627% ROMI

McDonald’s Sweden decided to help the small charity Ronald McDonald House Charities gain more donations by launching the world’s first Ronald McDonald House on Roblox. The house on Roblox is a safe and virtual playroom for healing where seriously ill children can meet old and new friends, and was dreamed, designed, and built by the kids staying at the houses in Sweden. Consideration to donate increased by +20%, donations rose by +29% and 2,200 children played together. McDonald’s trust increased by +31% while “takes social responsibility" increased by +24%.

Brand: Nordic Leisure Travel Group (Spies)
Client: Nordic Leisure Travel Group
Agency: Robert / Boisen & Like-minded
Language: English

2023 GLOBAL GRAND CONTENDER

Moms make you sweat

Dove has always focused on women and their self-esteem, and has worked to help them with its products and messages, with a clear and consistent purpose over the years. On this occasion, her great challenge was to find something that is permeable for adolescents, but also for mothers, since they are the recommenders. The campaign starring real mothers and daughters, which had a leading role on TikTok, reached and exceeded all the objectives set, generating great acceptance among both mothers and their daughters.¦Dove has always focused on women and their self-esteem, and has worked to help them with its products and messages, with a clear and consistent purpose over the years. On this occasion, her great challenge was to find something that is permeable for adolescents, but also for mothers, since they are the recommenders. The campaign starring real mothers and daughters, which had a leading role on TikTok, reached and exceeded all the objectives set, generating great acceptance among both mothers and their daughters.

Brand: Dove
Client: Unilever Argentina
Agency: SLAP
Language: English

2023 GLOBAL GRAND CONTENDER

Fancy Like Applebee's

Applebee’s needed to motivate people to visit it again. So we served the heaping dose of optimism America was craving, in America's happy place: TikTok. We worked with singer Walker Hayes to hijack a TikTok song and dance about Applebee’s and reward participants by showcasing them in ads, creating a 360° UGC campaign and a meal to match. The result? Injecting optimism into culture, making “Fancy Like Applebee’s” the feel-good catchphrase of summer 2021. Sales showed it: Applebee’s outpaced the category by 9.3% and had its best year ever.

Brand: Applebee's
Client: Applebee's
Agency: Grey New York
Language: English