Film advertisement created by McCann, United Kingdom for Paxo, within the category: Food.

Digital advertisement created by McCann, Serbia for Yugoslav Drama Theatre, within the category: Recreation, Leisure.

Film advertisement created by Sleek Machine, United States for Indeed.com, within the category: Professional Services.

Despite the fact that nowadays family compositions and the roles within are changing, many women continue to be responsible for all logistics and decision-making in the home. This is why 71% of them suffer from mental load compared to only 12% of men. This is reflected in the study carried out on P&G's Próxima a ti website. As its name suggests, mental load is an invisible burden created by the constant mental effort, assumed by those responsible for what happens in the home. The person who carries this load is generally the one who ensures that everything is working correctly within a family. This doesn't mean that tasks are not being shared between the couple, but the responsibility tends to fall to the woman to coordinate and ensure that the day to day needs are met. Confronting this situation, P&G working with Proximity Madrid has developed the #descargamental (#MentalDownload) project. It has involved carrying out a study, interviewing over 2,400 people, men and women, between the ages of 25 and 49, living as a couple, with or without children, across Spain, and covering the issue of daily responsibilities in the home. You can see the results via this link www.descargamental.es As well as the study, P&G carried out an experiment to demonstrate the problem. They asked 5 couples with different profiles to make lists of their mental tasks in the notes app on their mobile phones. The couples then swapped phones and read each other's lists aloud. The result was striking. The men's notes related to their work and focused on personal matters, while the women not only had more items on their lists, but the majority of these were closely linked to the household, showing the inequality in responsibilities between them. You can watch the full experiment here: The idea is for the #MentalDownload project to be the first step towards changing this imbalance. The aim is to contribute to the recognition of this reality and create spaces for fraternity and empathy between couples. Thus, through the website Próxima a ti, a platform for helping families in the 21st Century, P&G provides a guide for identifying the division of responsibilities in the home as well as advice from experts to make their daily tasks more manageable. In short, the website www.descargamental.es seeks to address the issue of mental load, to raise awareness in society, to promote #mentaldownload, and help families at every stage of their lives. Digital advertisement created by Proximity, Spain for P&G, within the category: Public Interest, NGO.

Digital advertisement created by Leo Burnett, France for Noémi, within the category: Public Interest, NGO.

Film advertisement created by Barkley, United States for March of Dimes, within the category: Public Interest, NGO.

Film advertisement created by 10 feet tall, Australia for Deaf Children Australia, within the category: Public Interest, NGO.

Experiential advertisement created by Thinkmodo, United States for Sony Pictures, within the category: Movies.

Film advertisement created by Saatchi & Saatchi, Honduras for Instituto Hondureño de Turismo, within the category: Transport.

Advertising Coca-Cola (Argentina)

Direct advertisement created by Serviceplan, Germany for Passage du désir, within the categories: Personal Accessories, Retail Services.

Imagine you're binge-watching a product shot that is going for 10 days in a row 24/7. Instead of working, going out, or anything else. Sounds crazy, but that is what people in Moscow were doing in August 2016. For 10 days they watched a livestream of nothing but a pair of adidas Originals NMD sneakers and the only thing they wanted was to get these sneakers. Experiential advertisement created by Friends, Russia for Adidas, within the category: Fashion.

Film advertisement created by Dentsubos, Canada for Morinaga, within the category: Food.

Film advertisement created by BBDO, Australia for AHM, within the category: Finance.

Why a bar in Zagreb served drinks without ice? Despite the unbearable heat in August, some bars in Zagreb and Belgrade have been serving drinks without ice. Only a straw and a sign was put inside the glass saying “Wondering why there’s no ice? It would be much cooler if you did something about global warming.” This was a message from WWF, one of the largest independent global preservation of nature organizations. They also served the guests with a few simple tips&tricks about how each one of us can decrease climate change every day. The guests could get their ice only if they shared a photo of their drink and spread the message via social media. “Climate changes are huge issue and if we don’t do something about it, it will become an even greater problem tomorrow. This is our way of increasing awareness about how each one of us can help. Don’t just sit there and watch the ice melt!”, say in WWF Adria. Experiential advertisement created by Bruketa & Zinic, Croatia for WWF, within the category: Public Interest, NGO.

Film advertisement created by DDB, France for Pilot, within the category: Office Equipment.

As the only fast food chain that flame grills their burgers, Burger King knows a thing or two about fire. To celebrate the fire, we took it away. Frankly, it’s just not the same. Film advertisement created by The Creative Circus, United States for Burger King, within the category: Food.

Film advertisement created by Saatchi & Saatchi, United Kingdom for Pampers, within the category: House, Garden.