In carrying out an anti-counterfeit campaign, we wanted our message to be felt: “The closest things to you can be fake”. So we unconventionally used different forms of media, adapting our communication for each one. A lot of negotiating was involved in order to secure the different media channels. But with the resulting level of awareness, counterfeit can no longer go unnoticed.
We decided that the best way to legitimize the HIV tests issue is to create a large and meaningful PR event in collaboration with leading public opinion leaders – top Radio anchors.
Awarded for the best use of broadcast. Case, movie, board: here.
80% of all the world’s new data is stored in human language: e-mail, blogs, medical records, etc. But computers understand 1s and 0s, not words. To help make sense of it all, IBM built a computer – Watson – that can understand human language. As an ultimate test of its ability, Watson would compete on the quiz show Jeopardy!, whose difficult clues filled with puns, jokes and wordplay made it the perfect challenge. The task for the agency was to help people understand why IBM built a computer to compete on Jeopardy. However, this challenge also presented an opportunity…to make IBM relevant to a broad audience and reinforce their leadership in research and development.
Case & movie: IBM Watson.
The Japan Maritime Self-Defense Forces is an organization which sustains peace in Japan. Due to this fateful mission, hard inner discipline is expected of Self-Defense Forces officers. However, attitudes among the young have drastically changed and many no longer aspire to this profession. Our challenge was to refocus young people’s attention on the Self Defense Forces, and increase the number of applicants. As a solution, we created a mobile training application; ‘Salute Trainer.’ ‘Salute Trainer’ allows people to practice a “Salute” of Self-Defense Forces officers.
The Royal British Legion needed to do more to be seen as modern and relevant by younger audiences of potential supporters. Our brief was to create a campaign which gave the charity permission to engage the “digital generation” with its goals and objectives. Each year, The Legion coordinates a national two-minute silence on Remembrance Sunday to commemorate fallen British soldiers. Our campaign sought to make this most potent of symbolic assets relevant to its new target audiences. How? By creating “2 Minute Silence” – a completely SILENT single and accompanying “music” video featuring 20+ youth-oriented celebrities, and releasing it into the UK charts for Remembrance Sunday. 23,000+ singles were sold and chart history was made when the single entered the Top 20 on Remembrance Sunday.
The Problem: Men find shaving a boring chore.
The Challenge: Get Indian men to shave everyday, including weekends.
The Insight: According to Nielsen research, 72% of women found the act of shaving their men sexy.
The Solution: What if we got women to shave their men in fun and exotic positions! So we created ShaveSutra – shaving positions inspired by the ancient text of the Kamasutra.
By collecting plastic trash from oceans and creating vacuum cleaners from it, Electrolux engaged over 175 million people in the plastic issue, and increased sales distribution by 300%. Challenge: Everybody knows that a vacuum cleaner keeps your home clean. But can vacuum cleaners also keep the world clean?
Describe the brief from the client:
Our goal was to help rebuild the destroyed homes, broken towns and smashes cities. Our goal was also to raise the spirits of 4.5 million Queenslanders. To do this we had to rally the support of the entire nation.
Queenslanders are known for their fighting spirit. They have always been proud of the fact that when they get knocked down they get back up again. Our strategy was to commemorate this resilient and defiant spirit. To remind Queenslanders that it is this spirit that makes them proud to be Queenslanders, and this is what gives them hope.
Universitatea Taximetristilor or how to be a better taxi driver by Chevrolet– gold la PR.
By giving its target an opportunity they had not been given before, this activity was relevant to the brand and the 7:24 Chevrolet Taxi, because it managed to establish a strong emotional bond with them. In addition, it created a space to interact and learn about their dreams, expectations and ambitions. It created a place where taxi drivers are always willing to listen to the brand, its 7:24 taxi, and all of the other brand’s products.
Case, filmulet (cat o mai fi): canneslions