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

2017 SILVER

Kungfu Fighter, Hidden Sugar

Convincing food-loving Singaporeans to be mindful-eaters to beat diabetes? Challenging. Convincing them during Lunar New Year celebrations? Impossible! But with epic Kungfu, we did it, bringing together all the right elements – the classic plot of good vs. evil, entertainment, action and the message. Within 48 hours, our ad hit 1 million views on social media. Google search results for ‘Diabetes’ hit a three-month high just 4 days after launch. View-through rate (VTR) was an all-time high for Government communications with an average of 63.2% on YouTube and 57% on Facebook.

Brand: Ministry of Communications and Information (MCI)
Client: Ministry of Communications and Information
Agency: DDB Group Singapore
Language: English

2017 SILVER

U.S. Army Cryptaris Mission

The U.S. Army needs STEM candidates to achieve today's complex missions, but STEM candidates think they are too smart to enlist in the U.S. Army. So we built desire to join the Army by demonstrating that STEM candidates are held to the same high standards as some of the country's most elite universities. To do this, we created a challenge that only 5% of people who try can successfully complete: a percentage that intentionally mirrors the acceptance rate of the nations most elite universities.

Brand: U.S. Army
Client: U.S. Army
Agency: McCann New York
Language: English

2017 SILVER

Emprendedores de corazón - Tubetón 2016

Santander en apoyo a la Teletón logró nuevamente sumar a más uruguayos, un mayor compromiso de los funcionarios Voluntarios del Corazón y hacer crecer la recaudación para la causa. Con el concepto “Emprendedores de Corazón” y participación de referentes con fieles comunidades en las redes sociales, logró inspirar y movilizar a más personas a colaborar en todo el país. Una serie de eventos, consignas y desafíos fueron difundidos por la comunicación para lograr conversación, adhesión y dinero para la Teletón. Los resultados se registran tanto dentro como fuera del banco.

Brand: Teletón
Client: Banco Santander
Agency: Punto Ogilvy & Mather
Language: Spanish

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.