When looking at e-sports, the fastest growing sport in the world, we found that it as a culture attracts mainly young men (10:1 ratio 2018), both playing and following, excluding not only women, but also older people. The elderly, who are also seen as the digital underclass. But gaming really isn’t about physical strength or about who you are or where you’re from. Anyone should be able to take part. So, when every tech brand is looking to promote AR or VR inventions we looked the other way and embodied Lenovos brand tagline “Different is better” in a new shape and form. We created a living proof in that would strengthen Lenovo’s brand in the e-sport community. This by creating a series of Counter Strike Teams consisting of elderly that could infiltrate the gaming community. With our modest budget, they have played against pro kids, made interviews, spoken with politicians, inspired and been copied (seriously great). A digitally overloaded group has connected with the digital underclass. Grandmothers play with grandchildren. The attention in mainstream media has brought understanding to an often misunderstood sport. The Silver Snipers, Grey Gunners and the other teams proves that gaming is for everyone. Digital advertisement created by Ehrenstråhle, Sweden for Lenovo, within the category: Electronics, Technology.

Film advertisement created by BBDO, New Zealand for Burger King, within the category: Food.

Poll: http://www.toyota.com/upcoming-vehicles/prius-family/ Toyota is adding new members to its Prius family. There’s been a growing debate among Prius owners over the last decade about the correct plural name for Prius. To answer that question, Toyota is launching a new grammatically focused marketing campaign to give consumers the ability to vote and determine the official plural of Prius. Film advertisement created by Saatchi & Saatchi, United States for Toyota, within the category: Automotive.

The Challenge: Standard Chartered Bank wanted to promote their credit card benefits during the month of Ramadan. The Opportunity: Rather than feeding people the same old clichés, we cut through the clutter of Ramadan advertising by tapping into the social aspect of the season. We chose to engage – not advertise. The Idea: My Majlis is the world’s first game that brings the ‘Majlis’ or Ramadan tent experience to life. The game mirrors the real world ‘Majlis’ experience, bringing family and friends together virtually to relax and socialize. Fans create their own ‘Majlis’ or tent, purchase furniture, decorate and invite guests to visit, all using Standard Chartered credit cards. The most popular ‘Majlis’ rated by guests wins ‘Majlis’ experiences in real life. The Results: In just 4 weeks, more than 15,277 fans played My Majlis, on average spending over 7 minutes per visit playing the game. The most popular ‘Majlis’ (with an impressive 2,006 guests) took home the big Eid getaway weekend prize! Not only did consumers share a social experience that was relevant to them, they also learned about the benefits of Standard Chartered cards through gameplay. In just a few weeks, Standard Chartered went from being just another bank to becoming the most socially engaged bank in the United Arab Emirates, with clear product benefits. Digital advertisement created by TBWA, United Arab Emirates for Standard Chartered, within the category: Finance.

Film advertisement created by Bungalow25, Spain for FAD, within the category: Public Interest, NGO.

Film advertisement created by The Martin Agency, United States for Shadow of War, within the category: Gaming.

Film advertisement created by Rethink, Canada for Science World, within the category: Media.

New project for AIB and the Gaelic Athletic Association by Rothco. The banking group are back on 1st March with a third season of their ultra successful branded entertainment documentary series The Toughest Trade. I thought your readers may be interested in the nature of the brand and sports partnership as well as the professionals athletes involved in the series. To test the theory that amateur GAA players can compete at the very top level, the show takes local GAA stars and launches them into a variety of professional sports from around the world. This series, Donegal footballer Michael Murphy is tested to his limits as he joins top rugby side Clermont Auvergne. In return, Welsh rugby star Shane Williams takes on life as an amateur with football club Glenswilly. In the second episode, Wexford hurler Lee Chin travels to Canada to take on the seemingly impossible task of success at Ice hockey with NHL team the Vancouver Canucks. Canucks star Alex Auld heads in the other direction to play hurling with Faythe Harries in Wexford. Film advertisement created by Rothco, Ireland for AIB, within the category: Finance.

Film advertisement created by Ogilvy, Ukraine for Dobrynya, within the category: Non-Alcoholic Drinks.

Film advertisement created by Hill Holliday, United States for Clark Bar, within the category: Confectionery, Snacks.

Post Production: Claudio Alves, Studio Great! Production House: Studio Great! Ambient advertisement created by Publicis, Brazil for SBT, within the category: Media.

Ambient advertisement created by TBWA, Hong Kong for Aids Concern, within the category: Public Interest, NGO.

Duchenne Muscular Dystrophy (DMD) is a genetic muscle-wasting disease that almost exclusively affects males. There is currently no cure and in most cases boys do not live beyond their twenties. While the degenerative condition makes the boys physically weak, having to live with this reality makes them incredibly strong; in a sense they are the World’s Strongest Boys. We wanted to draw attention to these boys’ strong, defiant spirit by juxtaposing the world of physical strength and fitness with their remarkable inner strength. The brand’s launch campaign enlists a cast of famous sporting heroes and other performers to create short films showcasing jaw-dropping feats of physical strength which, shared via the sports stars’ social channels, then direct the public to a website, https://worldsstrongestboys.duchenneuk.org, where a 60-second film reveals the true identity of the World’s Strongest Boys, shown through the eyes of 10-year old DMD sufferer Alex Hallam. Film advertisement created by WCRS, United Kingdom for Duchenne UK, within the category: Public Interest, NGO.

Digital advertisement created by Publicis, Netherlands for ALS, within the category: Public Interest, NGO.

Film advertisement created by Serviceplan, Germany for Penny, within the category: Retail Services.

VFX Supervisor / Lead Compositor: Corey Brown Compositors: Melissa Graff, Robert Bruce, Suzanne Dyer, VFX Supervisor / Lead 3D: Jeffrey Dates 3D Artists: Ajit Menon, Ryan Hussein, Xuan Seifert, Laurent Makowski, Hassan Taimur, Billy Jang, Joshua Merck Film advertisement created by TBWA, United States for Jameson, within the category: Alcoholic Drinks.

Film advertisement created by Euro RSCG, Morocco for Amana, within the category: Transport.

Outdoor advertisement created by FCB, Portugal for Adexo, within the category: Public Interest, NGO.

Experiential advertisement created by McCann, Nicaragua for Loto Nicaragua, within the category: Gambling.