Government & Public Service

Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, forces marketing communications. Includes political messages and special interest/trad

2024 SILVER

A peek into the real Navy

The Navy entered FY23 facing its hardest recruiting year in decades with fewer hand-raisers ready to join. To convert GenZ, the Navy had to shift their perceptions of what it’s like to be a Sailor by fitting more naturally into GenZ’s social feeds and driving behavioral changes to learn more. The Inside the Navy social campaign drove lifts in the attitudinal statement “is a place for someone like me” (+14.6%), social engagements (+795%), searches for “Navy Life” (+30%), visits to Navy.com (+139%), and a +80% YOY lift in leads collected.

Brand: America's Navy
Client: US Navy
Agency: VML
Language: English

2023 GOLD

Race for Life

BEEAH Group is a public private Government-affiliated organization that’s driven to pioneer a sustainable quality of life for all. But we discovered one segment (and a life form) amongst us in the UAE that wasn’t benefitting from a sustainable quality of life: Camels. Camels have been dying in deserts due to plastic pollution. This case describes how BEEAH overcame the challenge of apathy about plastic pollution among people, by contextualizing the plastic pollution problem and bringing it closer to home. Through a provocative activation at a famous camel race.

Brand: BEEAH
Client: Beeah
Agency: Publicis Groupe - Leo Burnett Middle East (United Arab Emirates)
Language: English

2023 SILVER

The last steel of Azovstal

To empower Ukrainians and unite people around the world for the support of Ukraine, a fundraising platform UNITED24 decided to create a symbol of Ukrainian perseverance. The last bastion of the defence of Mariupol - Azovstal, is a world-known symbol of perseverance. Using the last block of the Azovstal steel, we made unique bracelets. 100,000 bracelets were sold-out in 44 countries. Global public figures sharing and representing the bracelet including The Pope. Story earned 1.2B impressions and $114M earned media worldwide. But most importantly, $8.2M were raised to help Ukraine.

Brand: Azovstal Bracelets
Client: UNITED24
Agency: Gres Todorchuk PR
Language: English

FINALISTS

Alcohol. Think Again. One Drink

Republic of Singapore Navy It's not crazy. It's the Navy.

Social Development Bank Shop with Purpose, Empower Productive Families.