Government, Institutional & Recruitment

Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, educational institutions/organizations, armed forces marketing communications. Includes political messages and special interest/trad

2018 GOLD

Evan

With gun violence in the US outpacing other developed nations, the need for change is clear. But the debate around solutions has largely fallen on deaf ears due to the politicized nature of the conversation. Sandy Hook Promise reframed the national debate around gun violence to focus on people, not politics. Our film showcased the fact that gun violence is preventable, when you know the signs. This message struck a chord, garnering billions of impressions, 115 Million views, and an 11X increase in signups to their Promise Leader Program.

Brand: Sandy Hook Promise
Client: Sandy Hook Promise
Agency: BBDO New York

2018 GOLD

White Hats Wanted

Cyber-attacks are wreaking havoc in the United States. As the largest military branch, the Army is responsible for defending Americans from all kinds of threats including cyber attacks.  But to do so, they need to attract the few recruits with elite hacking skills. “White Hats Wanted” used a conventional TV ad as a magnet via a coded message that only a skilled hacker would spot. The campaign drew over 1 million hackers into an online vetting process that led to only qualified prospects contacting Army Cyber Command.

Brand: U.S. Army
Client: U.S. Army
Agency: McCann New York

2018 BRONZE

Kids are Tougher than the Streets

This case is about the toughest people in one of the toughest warzones.  They’re not soldiers, cops or gangsters.  They’re children.  And they make the tough choice to defiantly reject crime on their streets.  Instead, they choose hope by joining a safe-haven called Off The Street Club.  Our “Hope is Tougher” campaign raised the most money in the Club’s history – 20% more than previous years and enough to keep 3,000 kids off the streets.  And it proved that thoughtful strategy and communications can make a difference in people’s lives.

Brand: Off The Street Club
Client: Off The Street Club
Agency: Energy BBDO

FINALISTS

Ad Council No One Gets a Diploma Alone

Singapore Tourism Board Justice Bao and The Missing Insurance

GE Balance The Equation