The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
DONATE YOUR FACE
Cleft condition is just a 1cm-defect.However, it can result in prejudice, causing children to lose many opportunities from birth. Ordinary people can hardly feel the unfairness. Using face recognition technology and AI algorithm, we created an interactive page on Tencent WeChat, turning people’s faces into children’s with cleft condition. The campaign received a strong response with over 70,000 faces donated and money donated by 56,000 people. It also gave the public an intuitive perception of the unfairness those kids could face, provoking public into thinking of the disease.
Brand: Tencent Foundation／Operation Smile
Agency: Cheil China
GNC wasnt part of the wellnes conversation in Guatemala its content wasnt relevant and the digital performance was proof of it. We created the living billboard, a traditional channel of communication that was transformed into relevant content when we invited recognized public figures to run in it for a good cause using the organic reach in favor of the brand. For almost a month we reached 30 live streams from the fan page duplicating in one month interactions of 2016.
Agency: El Taier DDB Centro
Theraflu Flu Tracker based on Big Data analysis
The digital project Theraflu Flu Tracker is an innovative, socially useful service in the form of an interactive map of Russia that analyzes a huge array of relevant data and gives the most accurate forecast for the incidence of flu and cold for 10 days in advance for each city of Russia.
Client: GSK Consumer Healthcare Russia