Topical Marketing

This category reconizes cases that effectively leveraged immediate relevance, interest or importance via a targeted marketing/PR strategy around current events (e.g. elections, World Cup, Olympics, economics, etc.)

2020 BRONZE

Knorr Green Noodles

In a highly competitive environment creating differentiation becomes imperative. Knorr leveraged Cricket, one sport that has the power to unite the entire nation, to create new-news and excitement for TG. To live and breathe this patriotic spirit, Knorr turned green and launched its first ever limited edition green noodles in Pakistan to become the most favorite snack of its TG during the WC 2019 and became voice of people celebrating their team no matter the outcome.

Brand: Knorr Noodles
Client: Unilever Pakistan Ltd.
Agency: MullenLowe Rauf
Language: English

2020 BRONZE

Generation Lockdown

The 2018 Parkland, Florida school shooting changed everything for students, but nothing for adults. They felt disengaged and considered school shootings a political issue, no longer a human issue. So, we shifted the focus around school shootings away from politics and back to people, putting the people school shootings impacted most—students—at the center of our message. By having adults experience what students faced—and feared—every day through a real-life lockdown drill, we got adults over their “school shooting fatigue” to actually do something about school shootings.

Brand: March For Our Lives
Client: March For Our Lives
Agency: McCann New York
Language: English

2020 BRONZE

Go Back To Africa

While the racial slur “Go Back to Africa” suggests to our target market, African Americans, that they are unwelcome in their own country, it also perpetuates a narrative that Africa is an undesirable destination. This campaign helped African Americans reclaim the phrase. It effectively took power away from those who spread hate, turning their negative slurs into messages of positivity. By illustrating a more racially representative depiction of travel to Africa, it also aided in shifting African American perceptions of (and travel intent to) the continent.

Brand: Black & Abroad
Client: Black & Abroad
Agency: FCB/SIX
Language: English

FINALISTS

McDonald's Zalmi Deal McDonald's Zalmi Deal

Sensodyne Owning cricket with Sensodyne

Sunsilk Pakistan Sunsilk Wedding Diaries 2.0