Topical Marketing

This category reconizes cases that effectively leveraged immediate relevance, interest or importance via a targeted marketing/PR strategy around current events (e.g. elections, World Cup, Olympics, economics, etc.)



Warwick - School Lunch Debt

This effort sought to inspire a national push to end “lunch shaming” at the legislative level. Chobani achieved this by acting in real time and parlaying a local news story into a national conversation and legislative action.

Brand: Chobani
Client: Chobani, LLC
Agency: Chobani, LLC
Language: English

World Pride 2019

For WorldPride 2019, Mastercard had its biggest opportunity yet to deliver real change for the LGBTQIA+ community. We shone a light on the most marginalized within that community—transgender and non-binary individuals—to identify a pain point too often brushed aside. With a product innovation (True Name) and a symbol of inclusion (Acceptance Street), we offered a simple yet powerful solution. The result was a tremendously positive response within the LGBTQIA+ community and real change driven within the financial services industry.

Brand: Mastercard
Client: MasterCard
Agency: McCann New York
Language: English

Generation Lockdown

The 2018 Parkland, Florida school shooting changed everything for students, but nothing for adults. They felt disengaged and considered school shootings a political issue, no longer a human issue. So, we shifted the focus around school shootings away from politics and back to people, putting the people school shootings impacted most—students—at the center of our message. By having adults experience what students faced—and feared—every day through a real-life lockdown drill, we got adults over their “school shooting fatigue” to actually do something about school shootings.

Brand: March For Our Lives
Client: March For Our Lives
Agency: McCann New York
Language: English

2020_us_2020_e-5493-251_hero_1 OREO OREO x Game Of Thrones
2020_us_2020_e-4893-540_hero_1 Pepsi #ColaTruce
2020_us_2020_e-5059-359_hero_1 Kraft Kraft Now. Pay Later.

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