Ambient advertisement created by POL, Norway for IKEA, within the category: Retail Services.

The Adris Foundation has supported hundreds of educational and scientific projects in Croatia. Twenty-four of the best Croatian illustrators portrayed those projects for this book. Seeing them gathered inside, you feel hope that Croatia has a good future. The book’s cover is sensitive to touch. The more it is used, the more hope there is (the word “nada” on the book’s covers means “hope” in Croatian). Direct advertisement created by Bruketa & Zinic, Croatia for Adris Group, within the category: Public Interest, NGO.

The single best way to get swedes to leave the cold north and go road tripping in southern Europe is of course to let them experience how great it is. But how do we give people a french road tripping experience when they’re in Sweden? The solution was to troll commuters radio by letting it sound like it lost connection for a second and then let them listen to some authentic french radio. That way we let France itself spark the idea of driving down to the ferry and continue south. Audio advertisement created by CP+B, Sweden for Stena Line, within the category: Transport.

Film advertisement created by Caldas Naya, Spain for Super Bock, within the category: Alcoholic Drinks.

Megaday – a company that produces energy marmalade – together with Possible Group has launched a fun and a little absurd video called «Non-human Energy Resource» about the main feature of the product – energy. Video creators have turned upside down a popular cliché about waking up: the main hero – in this case a dog – is having a nice dream, but then it is woken up by a very energetic person who decides to take the dog for a walk. Film advertisement created by Possible, Russia for Megaday, within the category: Confectionery, Snacks.

Film advertisement created by Carmichael Lynch, United States for U.S. Bank, within the category: Finance.

Film advertisement created by Punch, Turkey for Garanti, within the category: Finance.

Film advertisement created by McCann, United States for Xbox, within the category: Gaming.

The most ambitious international campaign of Ukraine Ukraine now – is a grand-scale international marketing campaign of the Ukrainian government starting in 2018. Its aim is to form the Ukrainian global brand, raise foreign investment in country and improve its touristic potential. 27 experts from the Commission on the popularization of Ukraine in the world participated in the preparation for the campaign. With their help, the maximum amount of data and materials were gathered to create a brand that will demonstrate the attractiveness of Ukraine for tourism, cultural interaction and business. Why does country need a brand? Today, if a country does not have a brand, people form an opinion about it based on what they have heard or read occasionally. And this is bad for Ukraine. Because we can not influence such random information. Worse still, it's often negative. With the support of the British government, a study was conducted on how Ukraine is perceived abroad. It turned out that the three most popular associations with Ukraine are "corruption", "revolution" and "war". People who have never been to Ukraine see Ukrainians as closed, aggressive and intolerant. This image is shaped largely from what they see and hear in the news. With such a reputation it is difficult to attract investment and tourists to the country. But those who have been with us at least once, change their minds and celebrate the hospitality of Ukrainians, wonderful landscapes, culture and architecture. To change the perceptions of Ukrainians and convince more people to come to us, Ukraine needs a brand. Such a brand will demonstrate us as an open modern country, where everything is most interesting right now. Ukraine is now-nation "Now" is the most important word for Ukraine today. It is the basis of the new campaign and branding idea. Right now Ukraine is changing and gradually becoming what we want to see it. Modern Ukrainians are about "now." They do not wait, do not hesitate. They act now and create new companies, new progressive businesses, new cafes, restaurants, festivals, new factories, new creative schools and innovative technology parks. We want to attract the attention of the same modern people from all over the world, tourists and investors. For them this moment of change is important. And according to the research, this magic word "NOW" attracts them very much. Ukraine now The aim of the new branding is to tell about "now". It is dynamic, open and positive. Minimalism makes it easy to use. The logo was made like this because we wanted to "highlight" by means of a yellow marker the main word of the message – “NOW”. And the blue element of logo resembles the alerts we see in social networks. This is a symbol of something new, something that attracts attention. And Ukraine is really worth attention now. As a result, the brand was made bright and modern. It expresses young good energy, energy of action. Branding is situational. The final element of each layout is pictogram. Each time it adapts to the context and complements of the layout plot. Own typeface The Ermilov font was specially created for Ukraine Now brand. This is a modern massive geometric grotesque with a special bevel in the corners of the letter. The author of typeface was inspired by the work of Ukrainian constructivist artist Vasyl Yermilov. #Ukraine_now This is an app that provides live broadcasting from different parts of Ukraine right now. See real Ukraine, but not Ukraine from news. The brand of the country you want to explore The brand is optimistic, bright and sincere. This is the brand of the country you would like to get acquainted with. It helps us to demonstrate Ukraine as we love it to the whole world. Film advertisement created by Banda, Ukraine for Ukraine, within the category: Hospitality, Tourism.

ING doesn’t like being JUST a bank. They believe in the next generation of banking. A bank that doesn’t look or feel like a bank. One that believes in life. In a life well spent, not a life full of spending. One that empowers you to transform your work – your blood and sweat - into the means to achieve the things that you want, and the experiences you wish for. Effortlessly and pain free. Through this campaign we visualize the every day lives, desires and needs of people for a life well spent. We don’t show a world where everything’s perfect, because that’s just not how life is. Life is full of small, imperfect moments – and more often than not they’re the times we reflect on fondly, and that drive us to strive for a better quality of life. Film advertisement created by McCann, Czechia for ING, within the category: Finance.

In the Czech Republic 8 out of 10 people do not know what palliative care is, and 8 out of 10 people want to spend their final days at home. The reality is that 7 out of 10 people die in hospitals. The goal of the this promo video is to raise the awareness what mobile home care is, and to make the public aware that specialized mobile palliative care allows people to spend their last moments at home. Film advertisement created by AZN kru, Czechia for Nejste Sami, within the category: Health.

In recent years, Latin American movement, especially LGBTQ and feminists, began to denounce that the Spanish language was sexist. The grammatical rule of these language, unlike other languages ​​in the world, indicates that words in the plural are always masculine, leaving out the other genres involved in mixed groups of individuals. These movements began to promote the use of gender neutral Spanish, generating a broad debate in the whole society. In this context, FOX Premium would launch the new series "Pose", composed of more than 120 transgender actors and actresses. In this way, when subtitling the series, the brand decided to do so in the Spanish that included them all. We worked side by side with LGBTQ and feminist associations that promoted neutral language in order to change that grammatical rule of Spanish, analyzing the groups characters scene by scene. In groups of male characters, they were "todos"; in groups of female characters, they were "todas"; but in groups of mixed individuals (women and men, cisgender and / or transgender), they were "todes”. The idea positioned FOX Premium as the first television and streaming brand to support neutral language, generating wide acceptance among its target and minorities and great visibility in the big Spanish-language newspapers and news. This decision ignited the debate on gender diversity throughout Latin America, naming "Pose" as the first series to dare to change the rules of Spanish. Integrated advertisement created by Astillero, Argentina for FX Networks, within the category: Media.

When children hear stories, they use them to make sense of the world. It shapes how they think and affects choices they make even later in life. Most fairytales we’ve grown up with reiterate toxic gender roles by conditioning kids to think girls must be beautiful and docile while boys must be strong and violent, or they're simply not good enough. If we want to change how kids see themselves, we need to change the narrative of stories they're being told. Presenting Plot Twist - an AI-based personalised and interactive storytelling experience with Alexa on Amazon FreeTime. Our little reminder to kids that they can be whoever they want to be. Digital advertisement created by Miami Ad School, India for Amazon Echo Dot Kids Edition, within the category: Electronics, Technology.

Burger King is bringing the flame-grilling experience to where most millennials and gen-zers hang out: Fortnite. Digital advertisement created by Miami Ad School, Germany for Burger King, within the category: Food.

A gentle ad that celebrates the meaningful, and important, relationship between two Irish sisters, and their much loved tea - Barry's Tea. Film advertisement created by Thinkhouse, Ireland for Barry's Tea, within the category: Non-Alcoholic Drinks.

Film advertisement created by Innocean, Germany for Hyundai, within the category: Automotive.

Digital advertisement created by BBDO, Brazil for Bradesco Seguros, within the category: Finance.

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

How would our city parks look like, without a single tree? Using advanced photo techniques the Swedish development cooperation organization Vi Agroforestry creates realistic animations of how some of Sweden’s most famous parks would look like without trees. The campaign aims to raise awareness of the deforestation in Lake Victoria Basin in Eastern Africa and to get more people to know about the relatively unknown Vi Agroforestry, who reaches over one million people through tree planting, training and advice. The film is part of a new campaign and initiative from Vi Agroforestry called Life Without Trees. Film advertisement created by MRM, Sweden for Vi Agroforestry, within the category: Public Interest, NGO.

Dominik Heinrich, Creative Innovation Director, MRM//McCANN Germany Digital advertisement created by McCann, Germany for Mammut, within the category: Fashion.