Digital advertisement created by 180LA, United States for Expedia, within the category: Professional Services.

Film advertisement created by DDB, France for National Geographic, within the category: Media.

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

The Music Method experiment was carried out to see if playing music can improve the working environment in terms of healthier and happier employees. Content advertisement created by Pool, Sweden for Yamaha, within the category: Electronics, Technology.

What if you don’t go to school on the 1st of September, but instead, have to beg? SOS Children’s Villages was present at the Belgian Championships ‘Living Statues’ to bring a message around this topic, hard reality for 50,000 children in Senegal.

Film advertisement created by Cossette, Canada for Public Mobile, within the category: Electronics, Technology.

Production company: Garlic.TV Digital advertisement created by Saatchi & Saatchi, Spain for Pedigree, within the category: House, Garden.

Vodafone today unveils its 2021 Christmas campaign. With more than 1 million people living in solitude in Hungary (10% of the population) and spending the most heart-warming evening of the year alone, Vodafone Hungary decided to focus on an untraditional theme for Christmas this year: Loneliness. In the film, we see Uncle Imre, a sympathetic elderly widow, who is likely remind us all of someone we know and love, having friendly chats with the butcher, sharing stories with the postman, and never-ending conversation with the florist and his neighbours in the elevator. The film then reveals that Uncle Imre has no one he can share Christmas Eve at home. But it is Christmas after all, and our story takes a happier turn when his phone rings and the neighbour family come over to share the joy of Christmas with him. Film advertisement created by VMLY&R, Hungary for Vodafone, within the category: Electronics, Technology.

Film advertisement created by Zulu Alpha Kilo, Canada for Interac, within the category: Finance.

Digital advertisement created by Isobar, Poland for McDonald's, within the category: Food.

Australia is prone to some of the most devastating bush fires in history. But after two wet seasons in rural NSW, what fire fighters feared more than the driest summer in decades was in fact 'apathy'. People needed to know how to protect themselves more than ever preceding the summer of 2013 by downloading a bush fire survival plan immediately. Film advertisement created by JWT, Australia for NSW Rural Fire Service, within the category: Public Interest, NGO.

Film advertisement created by McCann, Venezuela for TeleCaribe, within the category: Public Interest, NGO.

Experiential advertisement created by Happiness Brussels, Belgium for Bru, within the category: Non-Alcoholic Drinks.

Film advertisement created by JWT, United Kingdom for Berocca, within the category: Pharmaceutical.

Film advertisement created by Deutsch, United States for PetSmart, within the category: Pets.

Everyday small business owners are swamped with direct mail campaigns. To showcase the service the alarm company Sector Alarm provides, we installed an alarm in an envelope that went off when the letter is opened. It helped us grab recipient's attention, and helped make our sales reps cold calls a little warmer. Direct advertisement created by Milk, Sweden for Sector Alarm, within the category: Electronics, Technology.

Digital advertisement created by Isobar, Hungary for Hungarian Telekom, within the category: Electronics, Technology.

Film advertisement created by LOLA, Spain for Kiss TV, within the category: Media.

Fall is the time of year when many are moving out and life takes a new turn. For some it’s a moment of joy, for others, it’s a bit sad. In this film New Chapter, we portray the beautiful relationship between a mother and a daughter and how an old bookshelf filled with memories can get a new life in a new home. Film advertisement created by Åkestam Holst, Sweden for IKEA, within the category: House, Garden.