Idea
Magical festive greetings with a tool that turns the unique sound waves of voices into a virtual and sharable Christmas tree.
Using 3D design, augmented reality mapping and sound reactive programming The Treecording generates one-of-a-kind greetings, each unique as the voice that shaped it. When the tree is shared, recipients can let it grow and listen to the recording wherever they wish.

Impact
More than one million unique visits with a 143% share rate.
Launched across South America, The Treecording helped family and friends connect and share the magic of Christmas wherever they are, with personalised greetings.

Credits
Campaign: Coca-Cola Treecording
Advertising Agency: AKQA, Milan, Italy
Production Co: Happy Finish
Creative Director: Matteo Lazzarini
Creative Director: Massimiliano Degli Uberti
Senior Copywriter: Giorgio Schirripa
Senior Art Director: Pierpaolo Bivio
Copywriter: Lucas Arantes
Art Director: Vinny Couto
Head Of Strategy: Lorenzo Foffani
Strategist: Thaina Bergmann
Client Service Director: Paolo Mussi
Account Director: Angela Azzi
Operation Lead: Davide Sartor
Senior Content Marketing Manager: Carolina Cazzulani
Program Manager: Stefano Girardi
3D Artist: Fabio Taurisano

Tag: Soft Drink, Argentina, Non-Alcoholic Drinks, Digital Campaign, Christmas Ads, Christmas Advert, WebAR experience

Bangladesh ranks in the top 10 countries with the highest levels of child marriage. 51% of young women were married before turning 18.

Lockdowns further limited the incomes of many daily wage earners, forcing their migration back to rural Bangladesh.

The Child Marriage Prevention Loan (CMPL) is a conditional zero-interest microfinance loan that helps poor parents to start sustainable businesses if they meet the following three criteria.
The loan applicants must be parents of 12- to 18-year-old girl children. Secondly, the girls cannot be married before the legal age. Lastly, they must be educated until the end of high school.

IPDC and Amal acquire, validate, and authorise loan applications based on these criteria. Then, the press release adds that parents commit to marrying their daughters off only after they are of legal age and have completed high school.

The loan is subsequently presented to the parents in front of their local communities by IPDC and Amal Foundation officials. Amal Foundation aids the parents in establishing sustainable businesses after the loan is issued. They also give business management training.

These parents have a 30-day grace period. Then, Amal Foundation collects weekly loan instalments on behalf of IPDC and surveys the girls’ schooling and the business. These payments are then used to fund more loans for other interested parents.

IPDC and Amal Foundation hope to reduce discrimination through the CMPL by providing sustainable income sources to impoverished families in rural Bangladesh. This, in turn, will help transform these girls from being burdens into assets and help alleviate poverty.

Credits
Advertising Agency: Grey – AKQA, New York
Tags: Film, Bangladesh, Finance, Public Interest, NGO, Amal Foundation, IPDC Finance, WPP, Child Marriage Prevention Loan, Zero-interest loan

All proceeds go to WWF-Canada’s conservation work, helping build a future where these puzzles become harder to do.

The four puzzles, produced under the title Endangered Pieces, contain only as many pieces as animals left in the wild. Thanks to successful conservation actions taken over the last three decades, the giant panda puzzle is the largest one, containing 1,864 pieces. The Sumatran tiger puzzle is 400 pieces, the pygmy three-toed sloth is 79 pieces, and the Southern Resident killer whale, an icon of the Pacific coast, is the smallest offering with just 73 pieces.

These family-friendly puzzles, produced by leading design and innovation company AKQA, can also spark important conversations across generations about the state of wildlife and our planet and offer a tangible way to grasp just how few of these species are left in the wild.

To register to purchase one of the limited edition puzzles, visit endangeredpieces.wwf.ca. All proceeds from the sales will be directed toward WWF-Canada’s critical conservation work.

Mark Charles, WWF-Canada’s vice president of marketing, said: “We know the planet is in crisis, and the window to keep temperature rise below 1.5 degrees and avoid the extinction of at-risk species is closing. But there is still time to reverse the path we are on if we act now, with the right conservation actions in the right places. Proceeds from Endangered Pieces will advance our ambitious plans to restore nature and safeguard wildlife. We are working hard to ensure that as this initiative grows, the number of pieces in each puzzle will grow as well.”

Ajaz Ahmed, AKQA CEO said: “The devastating decline and degeneration of biodiversity is a calamity that will not resolve itself. We are collectively responsible for this reckless environmental disaster where indifference is a fatal crime. If humans are the primary cause of destruction and loss, humanity can be the facilitators of renewal and protection. No action is too small, and no action is too late. We are deeply grateful to everyone who supports WWF and the Endangered Pieces project to help reassemble and restore the natural world.”

WWF collaborated with leading agency AKQA to produce the concept and design for the puzzle, Kuhl & Han on visuals and films, and Jocelin Carmes on the artwork illustrations.

Credits
Agency: AKQA
Client: WWF
Campaign: Endangered Pieces
Tags: WWF Endangered Piece, Endangered Piece campaign, WWF Ads, Save Animal Campaign, Print Campaign, Creative ads

Action Audio technology works by using the data from a ball monitoring computer vision system that analyses key moments from the game and plays them with a 3d Sound design system which brings the game to life.

Tennis Australia and Monash University have successfully been able to integrate new technology in the sports broadcast. This will very well promote the ‘Live sports for all’ motive. Broadcasters will soon employ this technology in the broadcast of other sports as well.

Many defied this oppression to valiantly play on, but were forced into a corner of secrecy, leaving this critical era never properly recorded. Until now.

The Football Museum, in partnership with Google, created the Offside Museum: a collaborative project that gathered stories and memories shared by the public about the women who dared to play football during the period of prohibition of the practice in Brazil between 1941 and 1979. The photographs and shared documents have been curated and will be preserved by the Museum, which has prepared six virtual exhibitions about the topic available through Google Arts & Culture.

More than about a sport, The Football Museum is, above all, a museum about the history of Brazilian people. A museum surrounded by the mysteries of the euphoria that we all have for the ball, the dribbling and the goal. A mystery that unifies and separates like all the collective passions, where the joys are always greater than the sorrows.

Credits
Client: Google
Agency: AKQA
Production Company: Iconoclast
Director: Rafaela Carvalho
Music: Antfood
Photographer: Livia Wu

This campaign is about:
Google Arts & Culture, Museu do Impedimento, FIFA Women’s World Cup, Offside Museum, The Football Museum