Content advertisement created by Spark44, United Kingdom for Land Rover, within the category: Automotive.

Film advertisement created by FCB, China for Oreo, within the category: Confectionery, Snacks.

Film advertisement created by Ogilvy, France for Stimorol, within the category: Confectionery, Snacks.

Film advertisement created by AgileCat, United States for AgileCat, within the category: Agency Self-Promo.

Digital advertisement created by JMW, Sweden for Microsoft, within the category: Electronics, Technology.

Ambient advertisement created by Grey, United States for States United to Prevent Gun Violence, within the category: Public Interest, NGO.

Audio advertisement created by Soho Square, Greece for CB12, within the category: Health.

Digital advertisement created by Tag.Creative, Russia for Boxing Club, within the category: Recreation, Leisure.

When it comes to buying food on the go, it’s so easy to say yes to going large, adding a side or making it a meal deal. But these little unnecessary extras are having a huge impact on our health. As a society, we need to be more aware of the techniques used to make us buy more than we need. Food Standards Scotland approached the Union to increase awareness around upsizing. An integrated campaign, consisting of outdoor digital 6-sheets and three TV ads, addresses this serious issue in a fun and engaging way, and tells everyone that when it comes to upsizing, it’s time to say no. Film advertisement created by The Union, United Kingdom for Food Standards Scotland, within the category: Public Interest, NGO.

Film advertisement created by Grey, United Kingdom for Duracell, within the category: Electronics, Technology.

Film advertisement created by Cossette, Canada for McDonald's, within the category: Food.

The British Columbia Construction Association’s message is clear: “Don’t Be A Tool”. The British Columbia Construction Association (BCCA) launched a new anti-bullying and harassment campaign in April, to coincide with BC Construction Month. The BCCA, and Vancouver agency Rethink, released a series of animated spots that tackle problematic workplace behaviour with the tagline “Don’t Be A Tool”. The campaign follows a year-long research project between BCCA and the Construction Workforce Equity Project that found three behaviours — bullying, hazing and sexual harassment—to be common problems in the industry. The series of three animated videos focus on each one of these behaviours with a unique and refreshing tone. “It can help spark conversation and awareness to these behaviours on construction work sites or, for that matter, in any job," says Chris Atchison, president of the B.C. Construction Association. "Right now there are so many campaigns competing for our attention around the themes of workplace conduct, sexual harassment and gender equality,” says Morgan Tierney, Managing Partner at Rethink.”We needed to create something that would cut through and get noticed. Using cartoon characters allows us to look at a serious problem through an exaggerated, lighthearted lens, making the whole issue more approachable" Out of the estimated 180,000 people working in B.C.’s construction industry, only five percent are women—something BCCA is working to change. They’re hoping this will improve worker retention overall and increase women to ten percent within the next decade. This anti-bullying campaign is part of a larger Builders Code initiative to set a baseline code of conduction standard in construction and improve workplace behaviour. Film advertisement created by Rethink, Canada for B.C. Construction Association, within the categories: Industrial, Agriculture, Public Interest, NGO.

Ambient advertisement created by Lg2, Canada for Societe de l'assurance automobile du Quebec, within the categories: Finance, Public Interest, NGO.

Peter Madden, CEO of AgileCat, has had enough. Enough of political advertisements that do nothing to raise the level of discourse above mud-slinging. So he decided to have a little fun while making a statement between-the-lines that it’s high time our politicians keep it constructive, not destructive. Digital advertisement created by AgileCat, United States for AgileCat, within the category: Agency Self-Promo.

Digital advertisement created by Saatchi & Saatchi, Germany for Saatchi & Saatchi, within the category: Agency Self-Promo.

Digital advertisement created by VIA, United States for Effie Awards, within the category: Professional Services.

Film advertisement created by Saatchi & Saatchi, Puerto Rico for Toyota, within the category: Automotive.

Film advertisement created by Grey, United Kingdom for Very, within the category: Retail Services.

In Ukraine, where brands feel ashamed to create something that is called advertisement and try to add some philosophical and really sophisticated background over their product, Roshen decided to be that brand, who is ok to be “just a perfect chocolate” and created ironic advert which recalls all that stereotypes and chocolate cliches in their new spot made with Ukrainian creative agency BART&FINK. When you are already number one on the market and you are really confident about your quality and the taste of your chocolate, you don’t have to say that it is made with perfect cacao beans somewhere over the rainbow, or for the hundredth time underline that dark chocolate is bitter and sweet. Everyone already knows that. You can be witty and make fun of the category, sit down with your customer over the TV screen and sound like “look what a hilarious stuff we made about our awesome chocolate”. And still, be a number one. Therefore, keeping with the best traditions, we have this high-end spot with the perfect man (obviously), perfect song (come on, we all know it), perfect decorations (Lana Del Rey would be jealous) and a bit of flamingo, because who else can do that? Film advertisement created by Bart&Fink, Ukraine for Roshen, within the category: Confectionery, Snacks.