Wavio: See Sound
Developed by Wavio in collaboration with Area 23, See Sound is a groundbreaking device that identifies and distinguishes 75 household sounds, alerting users through their smart devices. By leveraging over 2 million sound clips from YouTube, the AI-powered system achieves high accuracy in sound recognition. Users plug the device into a wall outlet and connect it to their phone; when a sound occurs, See Sound analyzes it and sends a notification, enhancing safety and independence for the Deaf and hard of hearing community.
An-Nahar: The Blank Edition
In October 2018, amid Lebanon's enduring political deadlock, leading newspaper An-Nahar published an entirely blank edition. This bold move symbolized the stagnation and lack of progress, urging citizens to voice their concerns and aspirations directly onto the vacant pages. The initiative ignited widespread discussion, becoming the best-selling issue in the paper's history and trending globally on social media. The campaign's impact was further recognized when it won the Print and Publishing Grand Prix at the Cannes Lions Festival of Creativity.
GSK: Breath of Life
Chronic Obstructive Pulmonary Disease (COPD) affects approximately 100 million individuals in China, yet less than 7% are properly diagnosed. To address this, GSK collaborated with McCann Health Shanghai to develop the "Breath of Life" campaign, integrating a self-screening tool within WeChat, China's leading social platform. Users exhale into their smartphone's microphone, and the app visualizes their breath as a traditional Chinese blow painting. If the digital painting is less than 70% complete, it suggests potential COPD risk, prompting users to seek medical advice. This innovative approach not only raises awareness but also respects cultural aesthetics, making health screening accessible and[...]
Apple: SLO-MO
Apple's latest campaign, "SLO-MO," highlights the iPhone's advanced slow-motion video features. Directed by Aoife McArdle, the ad playfully references classic film tropes, demonstrating how users can capture cinematic moments effortlessly. The spot emphasizes the device's ability to adjust timing, speed ramping, and stabilization, empowering users to create professional-quality videos with ease.
GWM: Sustainable Car
The GWM Ora proves that true power doesn’t have to be loud or polluting—100 of these electric vehicles combined make less noise than a single traditional car while producing zero CO₂ emissions. No better way to visualize this than with this simple print ad.
Seiska: On the Seventh Day
In Seiska's "On the Seventh Day" print ad, the magazine is portrayed as God's choice for relaxation after six days of creation. As one of Finland’s most famous magazines, Seiska cleverly positions itself as the ultimate source of entertainment, suggesting that even the divine would choose it for leisure reading. This witty campaign highlights the publication's cultural relevance and engaging content.
The Lion’s Share: Wildlife
Launched in 2018, The Lion's Share Fund is an initiative led by the United Nations Development Programme (UNDP), FINCH, Mars, and Clemenger BBDO. It addresses the disparity where animals frequently appear in advertising but receive little support in return. The fund asks advertisers to contribute 0.5% of their media spend every time an animal is featured in their advertisements. These contributions are directed towards wildlife conservation and animal welfare projects globally. The initiative aims to raise over $100 million annually to protect endangered species and their habitats. In 2019, The Lion's Share won the Grand Prix in the Sustainable Development[...]
The Female Company: The tampon book
In Germany, tampons were taxed as luxury goods at 19%, while items like books enjoyed a reduced tax rate of 7%. To protest this disparity, The Female Company collaborated with Scholz & Friends to create "The Tampon Book," a 46-page publication containing 15 organic tampons. This clever packaging circumvented the higher tax and included stories and illustrations about menstruation, aiming to spark dialogue on period taboos and tax discrimination. The campaign garnered widespread attention, leading to a petition that amassed over 175,000 signatures. On November 7, 2019, the German parliament voted to reduce the tampon tax to 7%, marking a[...]
HBO: Westworld: The Maze
To deepen fan engagement following Season 2 of "Westworld," HBO partnered with 360i to create "Westworld: The Maze," an interactive voice game for Amazon Alexa. Players embark on a quest for consciousness, navigating the show's universe through over 11,000 scripted lines and interacting with 36 voice actors, including cast members Jeffrey Wright and Angela Sarafyan. The game offers two hours of unique gameplay with 60 player-generated paths and 32 ways to "die," reflecting the show's complex storytelling. On average, users engaged for 14 minutes per session. The initiative garnered over 500 million earned media impressions and won multiple awards, including[...]
Wendy’s: Keeping Fortnite Fresh
In November 2018, Wendy's and VMLY&R capitalized on Fortnite's new Food Fight mode, which pitted Team Burger against Team Pizza. Noticing that Team Burger stored beef in freezers—a practice Wendy's opposes—the brand created a custom character resembling Wendy. Instead of engaging in traditional gameplay, they focused on destroying in-game freezers, broadcasting the mission live on Twitch. This unconventional approach resonated with the gaming community, leading to over 1.5 million minutes watched and a 119% increase in brand mentions across social platforms. The campaign's success was recognized with multiple awards, including a Cannes Lions Grand Prix.
