Current Issue 60
September 2021

 

•  BEYOND
•  Bronze beats Silver
•  Breaking In
•  Our institutions have failed our industry. Advertising’s future now depends on you.
•  From the pulpit. The Editor's introduction

Online & Digital

Beer Battle Wunderman Thompson Switzerland Because of the pandemic, supporters of the SC Rapperswil-Jona Lakers ice-hockey were unable to watch any of the games live For When It's Time Energy BBDO When COVID arrived, consumers almost forgot about gum entirely

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Future Builders The LEGO Agency EMEA Many adults still have gender biases when it comes to their children’s career aspirations

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Holidoorways VCCP Following on from their ‘3 Minute Escapes’ campaign on Instagram, low-cost airline easyJet wanted to tap into the elements about travel people were missing most as a result of Covid-19 Samsung iTest Tribal New Zealand & DDB Group New Zealand Most iPhone users never considered switching to Samsung because they feared the Android system was just too different, too complicated and too unintuitive Songkran Stranger Wunderman Thompson Bangkok Songkran is on April 13th every year

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FULL WASHING Babel French consumers have spoken: advertisements must stop making insincere claims about doing good Hey Bottles campaign The LEGO Agency EMEA Every year consumers become more concerned about plastic use, with increased pressure on brands to lead the way Inside The Battle Wunderman Thompson Atlanta Inside the Battle: Battle Tactics wass a digital effort that looked to bridge the gap between US Marine Corps and the American youth by leveraging gaming content creators to tell the Marine Corps story in their own voices and connect with their followers LEGO® CON The LEGO Agency, EMEA Lockdowns during 2020/21 saw new audiences recruited into the LEGO brand Press Play to Win Digitas UK OREO, the cookie that sparks playful connections, is launching their latest activation for the brand’s ‘Stay Playful’ proposition Relief Five by Five Global The campaign sets out to inform consumers that Prunelax is on another level for the relief of constipation Runtime thjnk Zurich Runtime is the first running podcast that you can only listen to while you are running yourself Shwii By Nissan TBWA Hunt Lascaris South Africa Waze, the navigation app is used by more than 800 000 South African users and 100 000 daily users, it collects user-generated data on traffic and road conditions from its active communities and immediately analyses that data in order to provide other Wazers with the most optimal route The Combat Warm-up FamousGrey, Famous Relations Every woman should be able to walk and run where she wants, when she wants

Outdoor & Events

Botanical Banksy x London Fever PR UNLIMITED Funnyhowflowersdothat.co.uk were running a campaign based on the theme ‘We need more flowers’, which sought to remind people how flowers are central to so many of life’s important moments, especially since lockdown when online sales of flowers rocketed by 277%. co2lourless drawings FamousGrey Volvo is on a mission to build only 100% electric cars by 2030 and to be fully climate neutral by 2040 Liquid Billboard Havas Middle East Globally, 32% of women don’t feel comfortable swimming in public Plastic Fishing Tournament We Believers Beer brand Corona has long positioned itself as a beer for the beach Racism Targets BETC HAVAS São Paulo One thing is necessary to fight against racism, courage Refreshingly Texan – Bug Killing Neon Sign Callen, Austin TX In 2020, Lone Star Beer introduced a new campaign built on the concept of ‘Refreshingly Texan’ The Social Distancing Prayer Mat Impact BBDO, BBDO Pakistan Traditional prayer mats, the jaanemaz, are about 70cm wide and used in mosques where Muslims pray next to each other with their shoulders practically touching Who’s your Cabbie VMLY&R Dubai Throughout the pandemic, cab drivers kept Dubai moving but they didn’t always get the appreciation they deserved

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Burger King lifts the bun on the Whopper’s secret ingredient BBH London In a world full of fake news and recipe secrecy, Burger King UK launched a major new campaign showing the nation that there’s no secrets behind its famous Whopper burger: it’s just fire Fancy a McDonald’s? Leo Burnett London Celebrate the authentic role McDonald’s plays in our everyday lives and to remind us that, amid life’s pressures, we all need moments of light-hearted release The self-exam mannequin White Rabbit Budapest Breast self-exam (BSE), if performed regularly, can be an important way to find a breast cancer early, when it’s more likely to be treated successfully

Integrated

1,8 Ogilvy Mexico In April 2020, the Mexican government, in its wisdom, declared that brewing beer was a non-essential business activity and all breweries were ordered to suspend activities Heartbreak Ice Cream VMLY&R Commerce Mexico/ Cleveland When Mexico was hit by the pandemic, Elena's Helados had no choice but to close its stores

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HerShe 2021 BETC HAVAS São Paulo Hershey's considered recognition of women to be a fundamental part of its DNA

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Made From Melbourne Saatchi & Saatchi Australia Melbourne was said to be the live music capital of the world with more live music played on more stages than any other city Meet Sarha Wunderman Thompson Saudi Arabia Saudi Telecom Company had the biggest network and the widest coverage across Saudi Arabia but competitors were making false claims against this proven statistic Performance Enhancing Music CHE Proximity Samsung and Optus were official sponsors of the Tokyo Olympics Sponsor of Mom-and-pop shops Wunderman Thompson Bangkok Corner shops, affectionately known as mom-and-pop shops, suffered during the Covid-19 pandemic in Thailand The Golf Ad Break Championship DDB Sydney The task was to launch the new Golf GTI The Three-Quarter Pizza Box Mullen Lowe Mena The holy month of Ramadan is usually marked by fasting during the day until sunset, when Muslims can eat Iftar, the traditional evening meal The Trash Collection Try Every year in Norway alone, over 3 million pieces of furniture are thrown away Wasted Potential Beers TBWA\Helsinki In 2021 the city of Lahti was the European Green Capital #WeAreUnbreakable TBWA\RAAD A year after the August 4th explosion in Beirut – one of the biggest non-nuclear blasts in history - there are still no answers about who was responsible #WomenAlsoPlay Havas Lisbon Sports newspapers turned into a graphic that shows the media exposure gap between men and women Abolish §219a GREY Hamburg Just in time for the 40th anniversary of the women's rights organisation Terre des Femmes the task was to call the questionable paragraph 219a of the German Penal Code back to the Germans' memory Buy Toronto Time Berners Bowie Lee As Toronto was coming out of lockdown, people were excited by talk of the roaring twenties Degree Inclusive Wunderman Thompson Buenos Aires 15% of the world's population has a disability, yet products and experiences are still not designed with this community in mind Don’t Hide Your Unhappy Create Not Hate The racist abuse hurled at Marcus Rashford, Bukayo Saka and Jadon Sancho after the Euro 2020 final wasn’t just about missed penalties and it wasn’t confined to elite footballers Homeless Bank Account Wunderman Thompson UK Without a fixed address of their own, homeless people find themselves in a lose-lose situation where not having a home makes it virtually impossible to open a bank account Islanded with Beats WMcCann Brazil Beats, a beverage brand of Ambev, made the first reality show in the history of Instagram in Brazil Prostate Cancer UK celebrates Dad’s this Father’s Day BBH London Ahead of Father’s Day Sunday 20th June, men’s health charity Prostate Cancer UK launched a fully integrated campaign aiming to raise donations and help the charity save more dads from the deadly disease The Brave Belt – Stronger Together McCann Health Italy Every year, all over the world, 300,000 children are diagnosed with cancer The Lost Class Leo Burnett Chicago 3,044 students should have graduated high school in the U The National News MRM UK The National is an English language Middle Eastern news publication The uniform that never existed TRACYLOCKE BRASIL The year is 1964, a challenging political period in Brazil, but the beginning of one of the greatest sporting legacies in the country, followed by Aída dos Santos Untouched by Light Bruketa&Zinic&Grey The initial task was to rebrand the Zlata Radgonska Penina sparkling wine and to facilitate the Radgonske Gorice winery’s efforts to make its way to the global market outside Slovenia, which it had not managed to achieve before despite its 169-year-old tradition and high quality

Innovation

Pride Like Fire, Exhibition Collective As a brand that liked to innovate (venturing into the field of gaming by creating makeup looks for Animal Crossing, for instance) Givenchy Parfums, wanted to be the first beauty brand to explore the new world of NFTs (non- fungible tokens, digital works encoded in a way that ensures their uniqueness and authenticity) Slow Road Cheil Worldwide Jeju Island was known to many as one of the most picturesque places in South Korea with designated UNESCO World Heritage sites

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Water Light Wunderman Thompson Colombia According to the World Health Organization, in 2021 at least 840 million people around the world were without access to electricity, hindering their ability to work beyond daylight hours, carry out essential tasks and stay connected to the wider world