Leisure & Lifestyle

Recreational, sporting, and camping goods/services and other items/services intended for leisure activity.

2018 BRONZE

The Mud Soldier

‘Flanders Fields 14-18’ is a destination program established by the Flemish tourism authority Visit Flanders. Commemorating the First World War, it was designed to attract visitors from European and selected overseas markets to WWI battlefields, cemeteries, memorials and museums in the Belgian region of West Flanders.
For the year 2017, the challenge was to grow again and try to reach the average target goal of 500,000 unique visitors per year set at the start of the programme.

Brand: Flanders Fields
Client: Toerisme Vlaanderen
Agency: Ogilvy & Social.Lab Belgium
Language: English

2018 BRONZE

Declaration Descendants

As category leader, Ancestry had enviably high awareness. The problem: for most, exploring their ancestry was a project that could wait. We needed to inspire people to act now. Research revealed that understanding your origins can offer inspiration for today; instead of looking backward, the brand helps us look forward. By restaging a historical moment with modern-day descendants of all races and genders, we demonstrated how our past can inspire our future, reminding our divided nation that diversity is our strength. This sparked a cultural conversation, increased consideration and sales.

Brand: Ancestry
Client: Ancestry
Agency: Droga5
Language: English

2017 GOLD

Stopover Buddy

Stopover Buddy has been the most successful global campaign to date for Icelandair, undoubtedly achieved through a strong content rich strategy. With a share of voice of less than 1% against big spending competitors, Buddies delivered 1014 pieces of earned coverage estimated to be worth over £252 million in media value. The campaign increased Stopover bookings by a record 42%, creating incremental value for the business and achieving record recommendation levels of over 90%.

Brand: Icelandair
Client: Icelandair
Agency: The Brooklyn Brothers
Language: English

FINALISTS

Go RVing Bring Back Wildhood

ouigo Ouigo let"s go !

Olympique de Marseille Om à la folie