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 BRONZE

Unmute: hicimos escuchar una problemática que estaba silenciada.

En el día de la mujer, posicionamos en agenda un tipo de violencia que se estaba subestimando, el maltrato verbal. Hablándole a la mujer cuando se encuentra sola revisando su timeline, con un video que en autoplay demuestra una situación cotidiana, pero al activar el sonido se devela el maltrato verbal normalizado en el día a día. La respuesta de la gente, influencers y medios fue inmediata, logrando que +1.6 MM activaran el audio de los videos; +2.5 MM de interacciones, sumándose a la iniciativa y que Celebrities reconocidos hicieron RT de los videos, con un reach de +16.5 MM.

Brand: Fundación Para Estudio e Investigación De La Mujer (FEIM)
Client: Fundación Para Estudio e Investigación De La Mujer (FEIM)
Agency: Tribal
Language: Spanish

2017 BRONZE

#JointheHerd

This is a case about how the NGO WildAid and a creative agency brought about legislation to end the global ivory trade. By raising awareness of the elephant’s plight and getting NGOs - and the public - to join and support the cause, elephants became top of the agenda at CITES 2016. As a result 4 separate UN resolutions were passed committing member states to banning the ivory trade.

Brand: WildAid
Client: WildAid
Agency: Grey London
Language: English

2017 BRONZE

The New York Lottery - "You'd Make a Way Better Rich Person"

As The New York Lottery's original jackpot game, LOTTO has made more New Yorkers millionaires than any other jackpot game.But in late 2015, LOTTO sales were down as newer multi-state jackpot games lured players away with astronomical prize payouts. To reverse this trend, we appealed to the widely shared disapproval of eccentric spending among New York elite and tapped into New Yorkers' "can do it better" attitude. Our integrated campaign, "You'd Make a Way Better Rich Person", led to +17% sales during its first week in-market and +55% sales compared to year prior. Bonus: we earned affinity and relevance for the New York Lottery as a brand.

Brand: New York Lottery
Client: The New York Lottery
Agency: McCann New York
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.