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Current Issue 48
September 2018
The Lion’s view
The President’s view
The Influencer’s view
The Networker’s view
The Start-Up’s view
The Interviewer’s view
The editor's view
Demystifying Insight
Maker Culture in South Africa
The Caples Awards 2018
The Caples Awards 2018
From the pulpit
Mail & Door Drops
Reach+
JWT Folk
Many marketers believed that mail media was outdated, expensive and time- consuming to produce.
The Biography of Tomorrow
Herezie Group, Paris (France)
Google is investing a lot into its Google Cloud business and wanted to attract enterprise consumers
The Reconciliation Wine
Serviceplan Campaign 3
Many Christmas campaigns have been centred around happy and carefree themes.
The Non-Eviction Letter
DARE.WIN
In France, tenant evictions are officially prohibited from November until the end of March, because of the winter truce
Online & Digital
#MyGameMyName
Africa
Vivo was the biggest internet provider in Brazil, completely committed to gender equality.
#PostWisely
Leo Burnett Dubai
du, a telecom brand in the UAE, perceived its function in society to be more than a product and service provider
Bekol, Israel's Organization for the Hard of Hearing
BBR Saatchi & Saatchi
Spotify had been available in many other countries for years but in April 2018 it was about to arrive in Israel.
Bot Friends Powered by ‘WhatsApp’
DDB Worldwide Colombia
Poker beer had stood for friendship since 1929 but the nature of friendship had changed since then
Data in Dollars
Goodby Silverstein & Partners
In the US, phone data was expensive but with XFINITY Mobile, it wasn’t
Fetch Across the Internet
BBDO New York
The Pedigree brand platform “Feed the Good” revolved around the notion that dogs are good for human beings, so humans should be good to them.
Hate Filter
Mestica
Fram was an American brand of automotive oil filters that was also well- known in Brazil and Argentina
Memory Donation
Leo Burnett Moscow
Lobster is a platform powered by AI that finds relevant and appealing images on the internet for advertisers to use in their campaigns
Playstreet
BBDO Guerrero
Johnson & Johnson sold products such as soap, shampoo and powder to help clean active children and wanted to promote outdoor play as part of healthy child development
The Face of Distracted Driving Caleb, Forrest
BBDO New York
Distracted driving was a public safety crisis, causing as many as 4,000 deaths per year in the U.S.
The Illegal Hour
We Are Social
Long hours at work and a busy social life made it hard for people to find the time to do their laundry
The Tag Along
Akestam Holst / NOA
Last year, Swedish beer Norrlands Guld changed their positioning to "The Social Beer", aiming to get people to spend more time face to face, and less time on their phones.
The Uncensored Playlist
DDB Group Germany, Berlin
Online press censorship is on the rise globally
Wasteland with a V
TKT Sydney
V Energy drink was experiencing declines in sales and relevance amongst younger drinkers
#audivsgoose
Prophets
Racing is in Audi’s DNA
#LforLove
Ogilvy & Mather Pvt. Ltd
SITUATION: In a country like India, where patriarchy is deeply entrenched, being a woman is not easy
#YourSoundCounts
Leo Burnett Beirut
Smirnoff’s purpose as a brand is to help make the world a more inclusive place
Commercial Brake
mortierbrigade
A familiar scenario as insight for the idea
Glam Ice Pops
BBDO New York
Summer is a season filled with fun outdoor activities, which makes it particularly hard for brands to hold their viewers’ attention on social media
IKEA´s response to Balenciaga
ACNE / IKEA Creative Hub
Balenciaga’s Spring Summer 2017 collection features a series of handbags inspired by bags that are part of popular culture
Remarkable Shot
BBDO New York
Macy’s wants to establish itself as a fashion authority in a new and unique way
Silicon Valley: Inside The Hacker Hostel
REWIND
The Emmy®-winning and Golden Globe-nominated Silicon Valley takes a comic look at the modern-day epicenter of the high-tech gold rush
Sleeping Girl
BBDO New York
Every day 7 people in the US die in home fires, and most of these homes don’t have smoke alarms
The Same Team Jersey
The Same Team Jersey
This month the world?celebrates the FIFA World Cup and Pride; the most popular event for the?most popular sport on the planet running in parallel with a celebration of LGBTQ individuals and communities everywhere
Outdoor & Events
#unwanted
McCann Podgorica and McCann Belgrade
Montenegro was a fiercely patriarchal society in which sons are more valued than daughters
Beer Caviar
CP+B Copenhagen
Russia was synonymous with caviar, a delicacy made from the roe of sturgeon in the Caspian Sea and Black Sea
The Cloned Sidewalk
DDB Worldwide Colombia
Many countries have laws forbidding people from drinking in public spaces
The Shortcut Billboards
Serviceplan Campaign X
MINI Connected brought next-level connectivity to the car with a range of intelligent services and apps designed to make driving easier and more enjoyable
Turning Containers into Multifunctional Billboards
Right Here Ltd
Lucozade BOOST was fairly new to the Kenyan market
Untappables
BBDO New York
Unlike the newer bandages, the old Band-Aid® Brand Bandages, hadn’t been developed to work with touch screens, making them far less popular
COVER STORIES
DARE.WIN
For the launch of the new edition of Marie Claire, the monthly magazine deploys an activation named Cover Stories
Helmiradio’s Hauvantai Night Fever
TBWA Finland
Introducing the world’s first radio show hosted by dogs Hau-Hau Champion and Finnish Helmiradio are making history
Sip Safe
Y&R Melbourne
4,500 Australians have their drink spiked every year - 40% of which lead to sexual assaults
This Clever Folding Ad Perfectly Illustrates Why You Should Take the Bus
Forsman & Bodenfors
Forsman & Bodenfors thanks people for travelling together in folding ad for Swedish public transport company Västtrafik
Integrated
Living Seawall
whiteGREY
Volvo Cars, Australia, had a relatively small market share, which meant that the brand had to behave differently to other cars in order to get noticed
Subliminal
CP+B
The insight to this campaign was that people seldom notice advertising, a fact which chimed in with the core proposition for new Fruit of the Loom Everlight underwear
WhoppHER
Grabarz & Partner Werbeangentur GmbH
One of Crown Prince Mohammed bin Salman’s reforms in Saudi Arabia was to issue driving licences to women
#ProudStrikers
BBR Saatchi & Saatchi
The Tel-Aviv Gay Pride Parade is a world-renowned extravaganza
Cat Ballads – Music to Improve the Lives of Cats
Saatchi & Saatchi
Australians love cats
Deadly Questions
Clemenger BBDO Melbourne
Australia is the only Commonwealth nation that has no Treaty with its Indigenous population
Postcards From The Oceans
Conquistadors, New York
The client is Ocean52, a Barcelona-based beverage startup that devotes 52 percent of its profits to ocean conservancy
SportsCenter Emoji-fied
Leo Burnett Tailor Made
With Samsung Galaxy S9 anyone can create your own personalized Emoji
The journey towards the star
MUST ApS
Shipping company sets course for Michelin star The shipping company DFDS has launched an ambitious new campaign with the ultimate goal of being rewarded with a Michelin star
Innovation
Chai-Fi
Dentsu Webchutney
India was home to the second largest population of manual labourers in the world
Coral Crafters
215 McCann
With more than 100 million players of Minecraft, the game is the #3 best-selling video game in history
Featuring Alexa
SERVICEPLAN GROUP
Too Many T’s were an independent, DIY Hip Hop crew from South London, known for their lyrical skills, and creative music videos as well as live performances
The Social Beer
Akestam Holst Noa
Around the world, people came together in large numbers to watch the FIFA Football World Cup on TV screens in pubs and bars in their home towns
Westworld: The Maze
360i
Westworld had a history of innovative marketing behind it