Government & Public Service
Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, forces marketing communications. Includes political messages and special interest/trad
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PROGRAM
2020 GOLD
Be a Masshole, Not an Asshole
Male Massachusetts residents are 38% less likely than female residents to agree with the LGBTQ movement. So how do you get them to advocate for and vote to uphold transgender rights? You just tell them to be themselves. Redefining the term “Masshole” as the champion of civil liberties, our social film reminded Massachusetts citizens, especially men, that only a real asshole would deny rights to their neighbors. “Be a Masshole, Not an Asshole” increased conversation and advocacy among an unlikely audience, helping uphold transgender rights during the 2018 midterm elections.
Brand:
Yes on 3 Coalition
Client:
MullenLowe U.S.
Agency:
MullenLowe U.S.
Language:
English
2020 SILVER
Think Inside the Box
The United States was losing its edge in space, and Lockheed Martin needed to help – but they couldn't attract the stellar engineers they needed. Knowing great engineers can't resist a challenge, we created "Think Inside The Box," a monolithic structure that could only be opened by solving real-world engineering problems. Of the thousands of students who attempted, Lockheed Martin identified the top 0.15% of engineering talent bright enough to solve the Box's hardest challenges, and earned engagement times 30x that of the average recruitment event in the process.
Brand:
Lockheed Martin
Client:
Lockheed Martin
Agency:
McCann New York
Language:
English
2020 BRONZE
Your Army Needs You
To meet ambitious recruitment targets in a competitive job market, we needed to raise awareness that the Army were recruiting, and show what the Army offered this generation that they couldn’t find elsewhere. In a modern-day Britain overlooking and undervaluing young people, the campaign challenged stereotypes put on our audience, and showed how the Army spotted their potential. The campaign earned reach of 4.8 billion in 1 week, increased awareness that the Army were recruiting to a 7 year high, and drove a 71% increase in applications after a month.
Brand:
The British Army
Client:
Capita
Agency:
Karmarama
Language:
English
FINALISTS
NHS England
We Are The NHS: Then, Now, Always
The British Army
Fortune favours the confident: A fresh approach to Army recruitment
National Health Service
NHS 'We are the NHS'
