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
Made Possible By Melbourne
The University of Melbourne conducts world-changing research but the people of Melbourne didn't know about it because research is typically published in journals. In order to increase research investment, we had to publish this research in a new and interactive way. We turned an entire city into an exhibition by featuring world-changing research re-imagined in 14 traditional outdoor media panels and brought to life with a mobile audio guide. This allowed people to see what has been Made Possible by Melbourne, leading to an increase in research enquiries.
Brand: University of Melbourne
Client: University of Melbourne
Agency: McCann Melbourne
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
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