Brand Experience: Live
This category showcases how a brand experience beyond traditional advertising can be created. Work that brings a brand or product to life and interacts with a specific target through live experiences should be entered.
National Down Syndrome Society, C21 Dinner
People with DS are among the most discriminated groups in the US, held back by multiple laws that prevent them from living independent lives. As a result, NDSS functions as a human rights organization with a mission to create change through legislation and advocacy. This case not only challenged and changed the way lawmakers see people with DS, it helped pass a law that brings independence within reach.
Brand: National Down Syndrome Society
Client: National Down Syndrome Society
Agency: Saatchi & Saatchi New York
Break Bread Smash Stigma
HIV isn’t the death sentence it once was, but HIV stigma lives on. Myths persist about how the disease is spread. As a world-leader in HIV/AIDS care, Casey House wanted to challenge this ignorance with truth and compassion. We found 50% of Canadians wouldn’t knowingly accept food from someone who is HIV positive. To challenge this stigma, we launched the first-ever eatery where all the chefs were HIV+: June’s. 515 earned stories; one billion earned media impressions; $35k budget; educated 730,000 Canadians; documentary picked up by HBO; $120,000 in donations.
Brand: June’s HIV Positive Eatery
Client: Casey House
Agency: Bensimon Byrne / Narrative / OneMethod
Prescribed to Death
How can you get Americans to take the threat of prescription opioids seriously when they don’t believe addiction can happen to them? This was National Safety Council's challenge as they sought to combat the surging prescription opioid epidemic. The provocative program was anchored by a memorial, an immersive data visualization that helped people see themselves in the crisis and confronted them with their own vulnerability to addiction. The program established NSC as a national leader in safety and gave 1 million+ Americans a tool to protect themselves from addiction.
Brand: National Safety Council
Client: National Safety Council
Agency: Energy BBDO