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.)
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PROGRAM
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
2019 GOLD
FINALISTS
Animal Político
Museo de la Mentira
Dove
El Poder de las Plantas
Netflix
QUE MIRÁ BOBOT
