Communication efforts eligible for this award must be for a single brand idea running across multiple countries.



The Night the World Went Dark

Our global objective for Earth Hour was: how do we get individuals to actually do something about global warming without using fear? So, we gave everyone regardless of age, race, religion or social standing a simple act. To turn off their lights for 1 hour, as a symbolic stand against global warming. The result: in 2009 hundreds of millions of people, in 88 countries, in over 4000 cities turned off their lights and paused for one hour - Earth Hour. It has become one of the largest environmental movements in history.

Brand: Earth Hour, WWF
Client: WWF - Earth Hour
Agency: Leo Burnett Sydney
Language: English

Pedigree Adoption Drive

Pedigree set out to prove to the world that it was more than just a dog food company; it needed to prove it was a dog loving company. So, the brand gave a voice to the millions of dogs around the world who need it most: those in need of homes. The campaign raised awareness of the problem, established a real emotional connection with consumers, and most importantly, helped thousands of dogs get adopted worldwide. Proving what's good for dogs is good for business, these efforts led to increased sales.

Brand: Pedigree
Client: Mars Pet Care
Agency: TBWA\Chiat\Day
Language: English

Stop Talking, Start Doing

The objective of this campaign was to shift perceptions of IBM from a mere technology company to the marriage of the world's best technology expertise and business thinking. The creative idea was simple: In a world of talk, IBM gets stuff done. The campaign helped increase awareness of IBM as a technology and business consultancy and overall revenue for the company, and IBM was recognized as the No. 2 most valued brand in the world for 2008, up from No. 3 the previous year.

Brand: IBM
Client: IBM Corporation
Agency: Ogilvy & Mather
Language: English

2015_gl_2015_200024_hero_1 PlayStation PS4 Launch - THIS IS FOR THE PLAYERS
2015_gl_2015_200069_hero_1 Axe Axe Peace: Make Love, Not War
2014_100027_hero_1 Cisco Systems Tomorrow Starts Here: Giving Cisco Purpose Again

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