Advertising agency Spawn Ideas has launched the latest edition of its 90x2020 initiative for the United Way of Anchorage, a multi-year, integrated-marketing campaign that aims to raise funds that the organization will use to increase the local high school graduation rate to 90% by 2020. “Look Beyond the Labels” is the tagline for the 2019 campaign, which is targeting TV, print, radio and digital media to show people the various barriers that keep students from getting an education. “The strategic idea was to give Anchorage a story they could root for and include them in the solution,” said Kaylee Devine at Spawn Ideas. “So many times, people look at kids who skip school or who do poorly as bad or lazy, when the truth is we don't know what they're going through. They might have to take care of younger siblings or maybe don't get enough to eat and can't concentrate enough to do well.” The objective of “Look Beyond the Labels” is to tell stories that create empathy for students who are having trouble staying in school and, it is hoped, to generate donations to United Way programs that research has shown can help them graduate. The initiative has been successful thus far: When it began in 2005, the graduation rate was 59.6% [compared with the national average of 73%]. It has risen to 81.6% in 2019. In one TV ad, set in a classroom, the camera focuses on a student who stares straight ahead with a dead-eyed glaze. “I’M NOT SMART ENOUGH,” the screen reads. However, as the camera pans back, additional text appears, making the picture—and the kid’s words—come into better focus. “It’s not that I’M NOT SMART,” the young man explains. “I just can’t think when I don’t get ENOUGH to eat.” In “I HATE SCHOOL,” we learn that what a teenage girl actually loathes is getting teased by other students about wearing dirty clothes to class. “There’s more to every kid’s story,” a female narrator says, before directing viewers to the 90by2020.org website to learn more about how they can help Anchorage students graduate. Print ads use a similar tack and feature teens with sensational labels like, “I’M A LOST CAUSE” or “I’M JUST LAZY.” However, when we look closer and read between the lines, we see smaller text that helps tell a more complete story. The campaign is running as both paid media (radio, TV, digital) and PSAs (TV) in Anchorage, Alaska. PSAs will continue throughout spring 2019. The digital buy was enhanced with Google AdWords and had a strong presence at local newspaper site ADN.com. Integrated advertisement created by Spawn Ideas, United States for United Way of Anchorage, within the category: Public Interest, NGO.

Film advertisement created by David, Argentina for MACMA, within the category: Public Interest, NGO.

Brief: had to develop a direct campaign for LEGO that promotes the core of the brand creativity. As this is what the target audience uses when playing in whatever way with LEGO bricks, it was important for us to involve the user to create something new and big. Our aim was that everybody who gets in contact with our digital campaign becomes part of it by using their own creativity. Creative Execution: We made a jump ‘n’ run game, created by the user themselves, and becoming bigger and bigger, with every user who takes part in it. This promotes perfectly the core of the brand LEGO: creativity. Describe the creative solution to the brief/objective. We created an idea for the most common banner: The leader board banner. 728px x 90px for endless fun: An interactive jump ‘n’ run game, created by the users themselves. A little LEGO figure, starting on the very left, has to reach the right side of the banner in order to finish a level. While playing in the banner, users always have the possibility to visit builders-of-infinity.com. Here, users can create their own level – with LEGO bricks. Small bricks, big bricks, moving bricks, pink bricks, fast forward bricks… Once a user finished building a level, he can publish it. His level will be added to the game – raising the number of levels for the banner. Results: Countless LEGO fans from all over the world create a never-ending jump ‘n’ run game. And to become #1 in the high score some of them played even more than 1 hour on this banner. Digital advertisement created by Plan.net, Germany for Lego, within the category: Gaming.

Here are the press advertisements as well. Campaign 1: JBS Mens Underwear Rugby, JBS Mens Underwear Shave, JBS Mens Underwear Sofa. Campaign 2: JBS Mens Underwear Nurse, JBS Mens Underwear Maid, JBS Mens Underwear Nun, JBS Mens Underwear Secretary. Film advertisement created by &Co, Denmark for jbs, within the category: Fashion.

Ambient advertisement created by TBWA, France for SNCF, within the category: Transport.

Digital advertisement created by JWT, Italy for ANT, within the category: Public Interest, NGO.

Film advertisement created by Huge, United States for Airheads, within the category: Confectionery, Snacks.

Last year's initiative was the building of a full-sized artificial pitch, and was backed by the UEFA Foundation for Children, the Asian Football Development Project (AFDP), the Jordanian Football Association, the Norwegian Football Federation and Lay’s, who are also a sponsor of the UEFA Champions League. This year, we decided to raise the bar and give girls and women the opportunity to express their passion for sports and for football. We starred Leo Messi for the cause and built a brand new artificial pitch in the Zaatari Camp in Jordan; which houses just over 100,000 refugees will give thousands of children the opportunity to play the game they love, with the best facilities possible. “It’s a wonderful feeling to see how something as simple as a football pitch can bring so much joy and happiness. Football has the ability to inspire, unite and also teach children important life skills and values, such as teamwork and respect,” the UEFA president said. Prince Ali Bin Al Hussein, who is the President of the Jordanian Football Association, mentioned, “powerful mediums such as sport and education have the ability to plant seeds of hope and potentiality even under the most difficult circumstances.” The center has become the hub of sporting life in the camp and allows children to play in a safe environment as well as giving them the chance to engage in sport and football in particular with others. Film advertisement created by TMI, Egypt for Lay's, within the category: Public Interest, NGO.

In their first collaboration, Bos and the Montreal SPCA have created a spot for the Web and TV starring Sultan, a womanizing tomcat who’s a compulsive breeder. The campaign aims to educate people on the importance of sterilizing their pets, especially in Montreal where there's an overpopulation of cats. Film advertisement created by Bos, Canada for ASPCA, within the category: Public Interest, NGO.

Outdoor advertisement created by Leo Burnett, Israel for Samsung, within the category: Electronics, Technology.

Film advertisement created by JWT, Puerto Rico for Stride, within the category: Confectionery, Snacks.

Ambient advertisement created by Grabarz & Partner, Germany for DEVK, within the category: Finance.

Ambient advertisement created by Tonic, United Arab Emirates for Made in Carcere, within the category: Public Interest, NGO.

Film advertisement created by BBDO, Turkey for Smart, within the category: Automotive.

Unique from all other sports books, Betser is introducing ‘Balls and Brains’, which rewards the player’s courage and skills. In the campaign we gathered the biggest balls and brains personalities throughout history to let them convince each other on how to bet – with your balls or your brain. Film advertisement created by Jack Russel, Sweden for Betser, within the category: Gambling.

Film advertisement created by DDB, New Zealand for Lotto New Zealand, within the category: Gambling.

Film advertisement created by Ogilvy, United States for Gerber, within the category: Food.

Direct advertisement created by BBDO, Belgium for BBDO, within the category: Agency Self-Promo.

Film advertisement created by Latinworks, United States for La Alianza, within the category: Public Interest, NGO.

Film advertisement created by Brand Place, Poland for Tiger Energy Drink, within the category: Non-Alcoholic Drinks.