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[...]

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[...]

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[...]

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.