The Initial Inspiration

CSSN, Touché! PHD/Bimm, Canada

Canada has one of the world’s highest bullying rates, so The Canadian Safe School Network wanted to find a way to raise awareness around this issue that has encroached online. To make the point, CSSN targeted key journalists, bloggers and influencers with increasingly aggressive digital “bully” ad messages—to make the point of unrelenting and upsetting bullying can be.

Results…

• It worked – the campaign generated 23 million impressions, with those targeted seeing as many as 60 bully ads on a given day. Bloggers, influencers and the press shared the work.
• Most importantly, donations increased by 37% from the previous year.

Google, The Better Wishes, OMD Taiwan, Taiwan

Google had become a part of the daily lives of millions of Taiwanese people. But, Google wanted to achieve more. The brand was looking to engage with audiences at key national moments, making its brand relevant to important local culture.

A digital version of New Year’s wishes—instead of a dangerous tradition of burning “paper lantern” messages—changed behaviors and increased safety and environmental concerns.

Results…

• Over 2.2 million people visited the Better Wishes site from more than 102 countries worldwide.
• 225,000 people used the digital lanterns, which is 2x higher than previous Chinese New Year lantern records.
• 50% of people who typically sent traditional lanterns switched to digital lanterns, decreasing the custom’s environmental footprint.

Oetztal Tourismus, Save Me / The Ski Pass that Saves Lives, Mediaplus / Serviceplan, Austria

Skiing and snowboarding are more popular than ever, but every year more than 5.000 people worldwide are buried by avalanches. During the search for the victims every second counts. A simple and inexpensive GPS device was located in every ski pass at Soelden with remarkable outcomes.

Results…

• Since the implementation of Save Me in December 2015, the resort of Soelden had the lowest avalanche-related fatality rate in 10 years.
• Save Me will be continued in 2016/17 and 4 other ski resorts want to adopt the technology.

Hindustan Unilever, The Story of an Unborn Child: Chamki

The absence of basic hygiene is the reason nearly 6 million children die every year before their fifth birthday. About half of these deaths occur because of infectious syndromes like diarrhea and pneumonia which can be prevented with a simple habit of hand washing. Lifebuoy wanted to reach out to and educate the larger masses in India on the importance of hand washing in the neo natal stage of a child.

Chamki was the name of a fictional little girl who sent a video to her mother from the future—asking to live long enough to be 5 years old. The story ignited the concerns of a nation.

Results…

• In India alone, 6.34 MN households were single-handedly protected by Lifebuoy.
• Lifebuoy became the 3rd most purchased FMCG brand in the world, gaining penetration in 24mn households.

SK-II (Procter & Gamble) Marriage Market Take-over, Forsman & Bodenfors China

SK-II (Procter & Gamble) Marriage Market Take-over, Forsman & Bodenfors China
SK-II is a Japanese prestige beauty brand owned by Procter & Gamble and marketed as a premium skin care solution in East Asia and Australia, as well as part of Europe, and North & South America

SK-ll launched #changedestiny, an ongoing global campaign to inspire and empower women to shape their own destiny. This execution shows how the brand Bravely Stood Up for China’s ‘Leftover’ Women (Unmarried After 25) in the “Marriage Market Takeover.”

Results…

• SK-II earned its place among P&G’s Billion-Dollar Brands just last April, by literally touching and improving the lives of millions of women around the world.

Tourisme Québec, Blind Love, Touché! PHD Canada

When looking at the travel industry, Québec is facing tough competition. They had to distinguish themselves from well-known destinations. By focusing on how the region stimulates all 5 senses, they showed how a blind traveler could experience one of the most wonderful experiences of his life.

Results…

• The campaign was an overwhelming success in the targeted countries, the U.S., France and Canada with 14 million views and 50,000 shares on the video.
  
• Québec witnessed an incredible increase of 21% in the traffic crossing its borders.

Nivea Doll, FCB Brasil, São Paulo – Nivea

This initiative has received tremendous acclaim for doing good. It won at Cannes, and it topped the list for the recent Good Report, which identifies campaigns that promote social responsibility. This wonderful doll that turns red with too much sun exposure, also scored in business results, too.

Results…

• The NIVEA Doll is the world’s first UV-sensitive toy ever produced.
  
• After a successful test launch, the NIVEA Doll was made available for
  sale in leading Brazilian stores in a promotional package for NIVEA’S
  
• Protect & Hydrate SPF 50.
  
• Beiersdorf is rolling out to other markets.

MAGGI….The MAGGI Diaries. Middle East, MEC

While MAGGI dominates the cooking aide category in the Middle East, it has become increasingly difficult to sustain differentiation. MAGGI needed to elevate the brand and take from the kitchen into the real world. It did so by addressing issues that Arab women face.

Through a terrific video series, a mix of older and younger women act as Ambassadors who travel across the region meeting exceptional women who have overcome challenges to make a real change in their community - such as Aisha el Channa in Morocco who campaigns passionately to change the perception of single moms, and Lina Khalifeh in Jordan who builds self-confidence by teaching women self-defense. MAGGI not only raised awareness on these issues,
but also contributed to projects important to women, like building a new school in the poor village of Agouti in Morocco.

Plus, its compelling content makes it one of the best watched series—
not on TV, but on YouTube.

Results…

• Grow market shares for the MAGGI bouillon in the following key markets:
  
• Saudi Arabia:. MAGGI shares grew 7.5 percentage points to 83%,
  
• Kuwait: MAGGI shares grew 9.9 percentage points to 85.8%, the highest in the past 3 years
  
• The UAE: MAGGI shares grew 3.9 percentage points to reach 81.7%.
  
• Brand Loyalty
  
• In the space of around a year, brand loyalty increased 6 percentage points, from 75% to 81%.
  (Source: AC Nielsen Retail Audits)

Microsoft #MakeWhatsNext m:united//McCANN

Even though Microsoft is a technology leader, its mission is to empower every person and every organization on the planet to achieve more. To do that, Microsoft is focused on finding the very best STEM (Science, Technology, Engineering, and Math) talent— today, and tomorrow. The company’s future depends on it.

The STEM talent pool is already coming up short: with an estimated 2.4 million unfilled STEM jobs by 2018 , there simply aren’t enough qualified candidates—which could stall advances in everything from cancer research to emojis. And since only 6.7% of women graduate with STEM degrees, closing the gender gap is critical to closing this global STEM talent gap. We literally need women to change the world.

Results…

• Because with more than 5,000 girls across the globe directly participating in Microsoft STEM initiatives, the campaign helped deepen the future pipeline for Microsoft’s future—a future that, without talented, diverse STEM employees, simply wouldn’t exist.
  
• The true commercial gain of Microsoft’s #MakeWhatsNext program can’t be measured in laptop sales or even brand attributes. Yet, 5,000 more girls means 5,000 potential Microsoft breakthroughs that will be driven by the dreams, passion, and ideas of talented girls who can #MakeWhatsNext.

SHELL #makethefuture MediaCom

Shell is a modern company dedicated to addressing the world’s future energy needs, but it’s hard to convince Millennials that it’s anything but an old “big oil” behemoth. It’s also difficult to reach an 18-34 target—who will be the next generation of business decision-makers— with traditional media.

Shell’s multi-year #makethefuture initiative is a huge umbrella with multiple campaigns and initiatives with innovations like Pavegen tiles, which use the kinetic energy of footsteps to generate electricity. Shell broke through to an audience that didn’t trust it with a global Millennial initiative that featured seven bright energy ideas, six international artists, five continents and one purpose: a global collaboration to support cleaner energy.

Results…

• Shell’s reputation literally became re-energized!
  
• The audience exposed to the campaign were 80% more likely to view Shell as actively addressing future energy needs and over 3x as likely to feel this way compared to Shell’s nearest competitors.
  
• Plus, The video was shared 4.1 million times, making “Best Day of My Life” the 9th most-shared brand video in the world last year.