The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
Twenty years after the 1995 UN agreement to work towards the full and equal participation of women the Clinton Foundation compiled a report on the state of equality. The data showed that we're not as far as we think we are. We wanted to use the data to galvanize millennials, but discovered that gender equality was an issue that this generation had written off as mostly solved. By dramatically bringing to life the absence of women from all kinds of media, by literally removing them, we drove coverage, engagement and action.
Brand: The Clinton Foundation
Client: The Clinton Foundation
From Advertiser to Publisher: How Smirnoff embraced social publishing to win the flavored vodka recipe game
Flavored vodka is a hyper-competitive category that has seen 500+ product launches since 2010. Intense innovation reduced Smirnoffs brand loyalty and made it impossible to stand out with new launches. Growth necessitated communications re-focus on the core range of flavors that made up the majority of existing volume. We adopted a radical new strategy, shifting from a TV based campaign approach to an always-on social publishing model that linked commercially important vodka drink recipes to culturally relevant conversations. The Smirnoff Drinks Engine exceeded targets delivering 9.5x category value growth.
Client: Diageo North America