Carpe Diem - Services
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or service in a bright spotlight and creating immediate and measurable impact.
The 2018 Parkland, Florida school shooting changed everything for students, but nothing for adults. They felt disengaged and considered school shootings a political issue, no longer a human issue. So, we shifted the focus around school shootings away from politics and back to people, putting the people school shootings impacted most—students—at the center of our message. By having adults experience what students faced—and feared—every day through a real-life lockdown drill, we got adults over their “school shooting fatigue” to actually do something about school shootings.
Brand: March For Our Lives
Client: March For Our Lives
Agency: McCann New York
Not A Joke
Americans have become immune to tragedy. Gun violence is a daily issue that only receives mass attention alongside a body count. It’s up to activists to seize every opportunity to force the conversation where people try to escape it. When Louis C.K. belittled the student activists from Parkland, we worked the founder of Change the Ref to use C.K’.s fame to impact gun-control conversation. Creating a parody “set,” Manuel attacked the notion that gun violence is a joke. His response was so powerful that the media couldn’t ignore it.
Brand: Change The Ref
Client: Change The Ref
Agency: MullenLowe U.S.
Australia's Worst Serial Killer
The Heart Foundation “Serial Killer’ campaign aimed to cut through Australians’ dangerous complacency about our most prolific killer, one that strikes 51 times every day, killing 18,500 Australians each year. Highlighting the ‘criminal’ behind Australia’s biggest killer, heart disease, the campaign called on the Government to invest in the prevention of heart disease and on Australians to take steps to assess their own levels of risk.
The campaign was dramatically successful. Within the first 7 days, the Government agreed to fund life- saving Heart Health Checks for Australians at risk of heart disease, something the Heart Foundation had been advocating for over 10 years to achieve. In addition, the campaign alerted Australians to their risk of heart disease and what they can do about it via the newly launched Heart Age Calculator.
Brand: The Heart Foundation Australia
Client: The Heart Foundation Australia
Agency: News Corp Australia