Getting children vaccinated is a pressing issue facing the children of South Africa today. Nedbank, together with Joe Public United and the Nelson Mandela Children’s Fund, has been running #vaxthenation, a campaign that highlights this issue by combining two of Nelson Mandela’s iconic speeches, rewritten from the perspective of the future of South Africa – the children. On the 2nd of December 2018 the children that were featured on the television commercial stood up on stage at the Global Citizen Festival and delivered the #vaxthenation message to the world. Film advertisement created by Joe Public, South Africa for Nedbank, within the category: Public Interest, NGO.

Film advertisement created by Pablo, United Kingdom for Deliveroo, within the category: Professional Services.

TASK: To make Mastercard a multi-sensory brand by building a new channel of brand communication with the audience through senses that have not previously been used for advertising purposes. Engage the Atlas Weekend audience and reach an additional 1.5 million target audience with minimal media costs. SOLUTION: Let those who are unable to hear the sound—feel the sound. We invited the American music translator, Amber Galloway Gallego. Amber is the author of a unique style of translating music into sign language. At the event, she conducted a series of trainings for a Ukrainian team of sign language translators who also contributed to interpreting performances. At a special sensor field called #MastercardVibes, visitors with hearing impairments were able to feel the music through special built-in areas. Sound was experienced as never before, with some feeling its vibrations through touch. Special SubPac ripple vests made it possible to feel deep bass frequencies throughout the entire body. RESULTS: The total media coverage of the project was 17,455,039, which is 872% more than planned. More than 200 hearing impaired people took advantage of the #MastercardVibes activity. More than 100 songs were translated during the performances. Over 70 media resources lighted up the information for free. Thanks to a master class from Amber Galloway Gallego and her team, a new profession has emerged in Ukraine—sign language interpreters specializing in translating music. Experiential advertisement created by Adsapience, Ukraine for MasterCard, within the categories: Finance, Public Interest, NGO.

When the city has a lack of colors, cars can be the most efficient solution... Gyumri is one of the biggest players in the beer market in Armenia. Having a vision to remake their brand in the future and target Gen Z specifically, the brand started with delivery cars. In Armenia, creatively branded cars are a rarity. So, we had a chance to become game changers and decided to put some color on the cars in order to make them recognizable and eye-catching. The phrase "Gyumri goes well" has an interesting meaning in Armenian. Armenians say alcohol goes well if it is delicious, and you enjoy your drink. So, we hit the point because Gyumri beer is one of the leaders in our market. Just like "beer goes well" means it's pleasant to drink, "the car goes well" means its pleasant to drive. So, when printed on vehicles, the phrase has a double meaning. Design created by Zuck&Berg, Armenia for Gyumri Beer, within the category: Alcoholic Drinks. Design advertisement created by Zuck Independent Agency, Armenia for Gyumri Beer, within the category: Alcoholic Drinks.

Adrian Tan is a Lighting Designer who brings theatrical plays to life. So we turned his business card into an interactive medium. The words “Lighting Designer” were broken down into unrecognisable shapes and printed on both sides of the cards. When the card is held against a light source, the words are revealed once again. Direct advertisement created by GOVT, Singapore for Adrian Tan, within the category: Professional Services.

Digital advertisement created by Glow, Germany for Blush, within the category: Fashion.

Anyone who’s ever submitted an award entry or works in the marketing industry will know, the key to winning an award is the emotional journey the case study video takes you on! And the Case Study Song of the Year is the ultimate soundtrack of success. The song will be

Film advertisement created by Dead Famous, Canada for Credit Unions of Canada, within the category: Finance.

A traveling exhibition was put together to bring people closer to the elements that are part of child labour exploitation. We provoked a reality check to motivate people to look around more and to reflect upon it. The strategy worked: it drew in schools, parents, classroom professors and civil society. The exhibition has traveled around Brazil, bringing thousands of people to realize the importance of speaking up. Experiential advertisement created by Agência UM, Brazil for Ministério Público do Trabalho, within the category: Public Interest, NGO.

For security reasons, the Tunisian Government decided that all Professional Football League games would be played without any audience in the stadiums. After average results throughout the season and with the year's most important game approaching, historical Tunisian team, C.S Hammam-Lif needed the support of their fans. To reconnect the fans with the Club, we allowed supporters to cheer for their team without being in the stadium. With a downloadable mobile application that connects every fan to 40 giant speakers placed inside the stadium during the game: The 12th Man app.The app enables fans to support their team inside the stadium while watching the game live on TV. A simple tap on sound icons is instantly turned into powerful support: cheering, clapping, drumming, singing... The more fans press on the icons, the louder the sound in the stadium. Digital advertisement created by Ogilvy, Tunisia for CS Hammam-Lif, within the category: Recreation, Leisure.

Digital advertisement created by Union, Canada for Mount Pleasant Group, within the category: Professional Services.

The first art exhibit by kids who have passed away from cancer. To help kids who are living with it. In 2016, Casa Facci wanted to create a blood bank, so less children died because they could not get blood on time in case of emergency, which is very frequent during cancer treatment. Donations were desperately needed. We decided to create awareness with an art exhibit at the Dominican Republic’s Museum of Modern Art of the last drawings of children that had passed away from cancer. We invited the media, art dealers, potential buyers and opinion leaders and auctioned the kids work among famous artists who donated some of their pieces to be auctioned off during the exhibit. Experiential advertisement created by Ogilvy, Dominican Republic for Casa Facci, within the category: Public Interest, NGO.

Digital advertisement created by Leo Burnett, Japan for Puma, within the category: Fashion.

This year, the Czech branch of Doctors Without Borders has decided to use the power of music to raise awareness about the daily challenges they face to help people around the world, and ask for support. In partnership with Universal Music and Spotify, Y&R Prague have created #PlaylistsForLife: the first Playlists where songs compose the brand message. Kanye West, Beyoncé, Daft Punk, U2, and many of the world’s biggest artists appear together on these playlists. Doctors Without Borders are confident that the power of music will encourage people to spread this message of hope and that ultimately, it will help save the lives of many around the world. Digital advertisement created by Y&R, Czechia for Doctors Without Borders, within the category: Public Interest, NGO.

Transport for London (TfL) has launched a new campaign encouraging London drivers to watch their speed. Instead of focusing on the driver and their actions on the road, the new TV spot and print takes a different viewpoint, focusing on the passenger in the vehicle and how they feel. The new approach to road danger reduction communications moves away from traditional shock tactics, prompting drivers to think differently about their speed by reframing it through the eyes of those closest to them. New research, commissioned by TfL, has identified that two thirds of car passengers have felt uncomfortable with speed when driven by a friend or family member, and almost 30 per cent of car passengers, would feel uncomfortable asking a friend or family member to slow down. This worrying statistic suggests that many drivers may be driving in London unaware that they are driving at an unsafe speed and that their passengers feel uncomfortable about this. 103 people have tragically died on London’s roads already this year and analysis by TfL of historical casualty figures recorded by the Police suggests that speed accounts for 37 per cent of all deaths and serious injuries. Collision data from around the world is very clear. It shows that the faster a vehicle is travelling; the more likely a collision will occur because the driver has less time to react, stop or avoid the collision; and the more severe an injury resulting from the collision will be. While many people driving may feel they are driving safely by adhering to speed limits, their speed may be considered unsafe due to other factors, such as being near to a school, a busy location with many other road users, weather conditions, turning at a junction or driving over or through speed restrictions too quickly. The TV spot shows this all too often reality, with the camera focusing on the passengers in the car; children and adults with an internal monologue. The reactions on their faces perfectly highlight the insight that even if the driver isn’t watching their speed, everybody else is. Similarly a powerful out of home print campaign features close up shots of passengers in the car; their eyes wide. Film advertisement created by VCCP, United Kingdom for Transport for London, within the category: Public Interest, NGO.

Purchasing a car is certainly a reason to celebrate - but so, too, is paying off that car. In fact, the feeling of pride and excitement isn’t too far off from life’s other milestones, such as graduating or getting married. Hollard shows what happens when the milestone of having paid off your car collides with another, in this TVC for Hollard Car Lite, a flexible insurance policy for people outright own their cars. Film advertisement created by M&C Saatchi, South Africa for Hollard Insurance and Investments, within the category: Finance.

Life evolves, so should we too. This TV spot uses a metaphor of traveling boxes to show the superiority of its 4G network. Film advertisement created by Noah's Ark Creative, Nigeria for Airtel, within the category: Electronics, Technology.

The iconic trams of Lisbon do not go unnoticed to anyone. Neither they nor the wires that provide them with energy and that are spread across the city's most charismatic neighborhoods. Still, Leo Burnett Lisboa looked at these in a different way and saw a typography in its complex mesh. And like that, with the support of the Lisbon City Council, the official font Lisbon was born. On the website lxtype.pt, where it can be explored and downloaded for free, everyone can test the font and find out a place associated with each letter, transforming words in spontaneous and personalized guides of the city. To spread the idea, a film was created and directed internally by Hugo Lage and with a soundtrack kindly provided by Dead Combo. Digital advertisement created by Leo Burnett, Portugal for Lisbon City Council, within the category: Transport.

Islanded with Beats: Beats, a beverage brand of Ambev, made the first reality show in the history of Instagram in Brazil. “Islanded with Beats”, a partnership with the agency WMcCann and Endemol Shine Brasil, was led by Brazilian pop star Anitta (52.2 million followers) and ten of her friends (influencers), who participated in competitions and challenges. The reality show was broadcast live on Beats' Instagram, using all formats to stimulate an unprecedented interaction between islanded influencers and Beats fans. The brand also used Twitter to increase interaction and YouTube to broadcast a two-hour show, also live. The result was surprising. In just 72 hours, the brand got 1.3 million new followers, soaring from 200 thousand to 1.5 million. The first episode alone reached 2 million views in 12 hours, organically. In total, there were 3 days of live coverage, showing everything that was happening on the island, divided into 5 episodes. Together, the episodes reached 10 million views, were 4x on Twitter's Trending Topics. For 15 days, the reality show's communication explored all of Instagram and much of Twitter, serving plural, festive and real-time content in Stories, feeds, live and IGTV - conquering 211 million organic impressions. To finish the action, the brand also had a promotion so that five people could enjoy the island after filming. Beats Zodiac: Beats Zodiac is an entirely new line of party drinks inspired by the stars. An idea that, along with its collectible cans and mixable flavors, was thought to help young people approach and flirt in the clubs and social networks. The Zodiac creates conversation and opens an entirely new universe of content around the brand. After all, everyone has a star sign, so there's a Beats Zodiac for you. More than this, everyone has an opinion about it, especially about other peoples 'star signs. Not to mention the possible combinations and discussions around it: does your star sign match your crush? Every Beats Zodiac flavor was created to be mixable and to deliver a new experience encouraging our customers to explore more of the range. To launch Beats Zodiac, WMcCann invited Anitta – Brazilians pop star - and other 11 influencers to represent and portray each of their signs in the night outs. 12 new films were revealed on Beats' social media channels and on digital media. Each of them portrayed how each sign behaves when partying starring the actors Thiago Martins and Rodrigo Simas, singer Gretchen, Urias, WC on Beat and Xamã; in addition to influencers Bielo, Lais Oliveira, Gabi Lopes, Thais Carla and Tati Zaqui. Each can will also transport consumers to an exclusive website via QRCode. In the universe of Beats Zodiac, it will be possible to have access to the horoscope of the day, drink suggestion and a series of content about relationship with astrologer Vitor de Castro. To play with this novelty, Beats launched cards inspired by the zodiac signs, the #ZodiacMatch. With a range of content created exclusively for Instagram, in addition to Stories and IGTV, Vitor di Castro explores the universe of Beats Zodiac mix cards, among the drink lovers, demonstrating how to mix flavors in a fun way. Integrated advertisement created by McCann, Brazil for Beats, within the category: Alcoholic Drinks.

Film advertisement created by Isobar, Vietnam for Coc Coc, within the category: Public Interest, NGO.