In a market where shelf space is prime real estate, Harbin Beer did the unthinkable: they asked shopkeepers to move their products to the back of the fridge. Counterintuitive? Definitely. Effective? Absolutely.

Launched in April 2025, Harbin Beer’s “Back Rack Hack” campaign in southern China defied traditional retail logic and rewrote the rules on beverage placement. Partnering with BBDO China, the brand transformed a seemingly unfavorable fridge spot into a sales-boosting powerhouse—proving that consumer behavior, not shelf position, holds the real power.

This innovative campaign is now being hailed as one of the most creative advertising and marketing strategies of the year.

Rethinking Retail: Why the Back of the Fridge Won

In China, over 60% of Harbin Beer’s sales come from small mom-and-pop shops—stores where fridge placement can make or break a sale. Traditionally, brands fight for front-row visibility. But Harbin Beer spotted an opportunity where others saw a disadvantage: the back of the fridge.

Here’s why it worked:

• Chill Matters: Research revealed that beers stored at the back are, on average, 6.5°C cooler than those in front.
• Natural Consumer Behavior: Shoppers instinctively reach for the coldest beer—often at the back—especially in southern Chinese towns where fridges sit in direct sunlight.

By leaning into this insight, Harbin Beer flipped the script on traditional product placement.

The “Back Rack Hack”: Innovation Meets Intuition

The real genius of this campaign wasn’t just the decision to move products backward—it was the design-led solution that made it work better than front-facing placement.

A Smart, Ice-Mountain-Inspired Display Rack
To support the shift, BBDO China created a custom refrigerator rack system that made grabbing a cold Harbin Beer easier and more engaging:

• Spring-Loaded System: Automatically pushes the next beer forward when one is taken, keeping cold beers accessible at all times.
• Ergonomic Design: The raised platform, inspired by Harbin Beer’s ice mountain logo, provides a visual and physical guide to help consumers reach for the back.
• Custom-Fit for All Fridges: Adaptable left- and right-opening versions ensured smooth integration across thousands of small retail setups.
• No Cost to Retailers: Shops received the racks free of charge, creating a frictionless incentive to participate.

The result? A smoother, smarter, and far cooler customer experience.

Creative Advertising in Action: More Than Just a Rack

To amplify the impact, Harbin Beer supported the physical design with an equally creative marketing push:

• Fridge Branding: Exterior designs that highlighted the “coldest beer at the back” drew immediate attention.
• In-Store Messaging: Posters and signage educated shoppers and encouraged them to test the chill difference themselves.
• Social Activation: Word-of-mouth took off as consumers shared their cold beer finds online, helping the message spread organically.

This integrated approach combined retail design, behavioral insight, and experiential marketing into one seamless campaign.

Proven Results: Design-Driven Marketing That Delivered

The “Back Rack Hack” wasn’t just clever—it delivered real, measurable results with zero media spend:

• 📈 Sales Increase: Partner stores experienced an 18.7% lift in Harbin Beer sales within a month.
• 👣 Higher Engagement: Foot traffic to the fridge display rose by 20.27%.
• 💡 Brand Recall: Consumers began associating Harbin Beer with the coldest, most satisfying option on the shelf.

By redefining how consumers interact with refrigerated beverages, Harbin Beer turned a backend gamble into a front-line success.

Lessons for the Industry: Function Over Flash

What makes the “Back Rack Hack” so relevant to today’s advertising world is its simplicity and strategic brilliance. Instead of throwing money at media placements, Harbin Beer:

• Listened to Consumers: Real behavior informed every design decision.
• Used Smart Design: Created a frictionless, visually compelling fridge experience.
• Rewrote the Rulebook: Challenged the belief that front placement always wins.

Arthur Tsang, Chief Creative Officer at BBDO Greater China, put it best:

“This shift reflects a larger trend in retail—where functionality and experience matter just as much as visibility. In beer sales, cold isn’t just a preference—it’s the deciding factor.”

Conclusion: A Cool Case Study in Creative Brilliance

Harbin Beer’s “Back Rack Hack” proves that innovation doesn’t always require flashy media campaigns or viral gimmicks. Sometimes, it’s about understanding human behavior and designing for it. By turning the least likely fridge space into the most desired, Harbin didn’t just sell more beer—they redefined what effective retail marketing looks like.

For brands navigating a cluttered market, this campaign is a powerful reminder: when you align product experience with real consumer needs, even the back of the fridge can lead the front of the pack.

Credits
Client: AB InBev
Advertising Agency: BBDO China
Brand: Harbin Beer
Production Company: Red Horse
Art Director: Tia Fang
Copywriter: Arthur Tsang
Creative Director: Chris Willo
Creative Group Head: YuanYuan Ma
Executive Creative Director: Jan Hendrik Ott & Lock Sin Chong
Account Director: Ody Zhu
Planning Director: Harry Chen
Senior Planning Manager: Shin Shen

This campaign is about:
Harbin Beer, Creative Advertising, Marketing Campaigns, Smart Retail Design, Consumer Behavior, Beverage Ad, Cold Beer Strategy, Retail Innovation, Brand Visibility, In-Store Marketing, Product Placement Strategy, BBDO China, Retail Experience, Beer Marketing Strategy, Innovative Branding, Back Rack Hack, Harbin Beer Back Rack Hack, OOH Campaigns, Harbin Brewery, Best Beer Ads, Beer Ads

This concern strikes a chord with many women, as research indicates that a significant portion of them decline work-related travel due to worries about their partners’ ability to handle household chores effectively. However, the campaign takes a heartening approach by showcasing how teamwork, both at home and in the workplace, can lead to greater achievements. It emphasizes that while some men may serve as catalysts for change, others simply need a gentle push to aspire to be equal partners, despite societal conditioning or lack of awareness. Overall, the campaign underscores the importance of teamwork and shared responsibility in personal and professional realms.

Credits
Agency: BBDO India
Production House: Tiger Telly
Brand: Ariel
Campaign: #ShareTheLoad

The Impact of Toxic Influences on Self-Esteem
Young women, particularly those in their formative years, are particularly vulnerable to the influences they encounter on social media. The constant barrage of images, comments, and comparisons can take a toll on their self-esteem. The pressure to conform to unrealistic beauty standards and the fear of judgment can be overwhelming, leading to feelings of inadequacy and low self-worth.

The Responsibility of Social Media Users
Recognizing the impact of our words and actions on social media is crucial. While it’s easy to forget that there are real people behind the screens, our interactions have a significant impact on their self-esteem and overall well-being. The campaign discussed in this article seeks to remind us of our collective responsibility to promote a positive and nurturing online environment.

The Experiment: “The Memory of Water”
“The Memory of Water” is a concept often labeled as pseudoscience. It posits that water has the ability to “remember” the energy or information it has been exposed to. In a thought-provoking experiment conducted with the assistance of an expert, both negative and positive comments were exposed to water to observe how it would react.

The Remarkable Results
The outcome of the experiment was nothing short of astonishing. When negative comments were introduced to the water, the results were irregular and chaotic. The water displayed an uneven and disrupted crystalline structure, reflecting the disharmony that negative energy can bring.

Conversely, when the water was exposed to positive comments, the transformation was striking. The water crystallized in a harmonious and beautiful way, mirroring the positive and nurturing nature of the words it had encountered.

Connecting the Dots
What can we learn from this peculiar experiment? The answer lies in the undeniable fact that we are, in essence, mostly water. If the energy of words can have such a profound effect on something as basic as water, it makes us question how these same words affect young women, who are at an age where their self-esteem is in the process of being built.

It is critical to recognize that the words we choose to share on social media platforms have the power to either uplift or tear down. As responsible individuals, we all play a role in shaping the self-esteem and self-image of the young women who navigate the digital world. Understanding the impact of our words and actions is the first step towards creating a more positive and nurturing online environment.

Conclusion
Social media is a double-edged sword, offering both incredible opportunities for connection and self-expression, as well as the potential for harm to self-esteem and well-being, especially in young women. The experiment inspired by “The Memory of Water” serves as a stark reminder of the power that words hold, even in the digital realm.

As responsible individuals, we must strive to be mindful of the impact our words can have on others, particularly young women who are in the critical stage of building their self-esteem. By fostering a culture of positivity and support on social media, we can help young women navigate the digital world with confidence and resilience, ultimately contributing to their emotional well-being and self-esteem. Together, we can make a difference in the lives of the next generation.

Credits
Campaign: Watergraphy | The Memory of Water
Advertising Agency: BBDO Chile
Production Company: Alaska Films
Chief Creative Officer: Álvaro Becker / Francisco Cavada
Creative Director: Marcelo Soler / Matías Jorquera
Head Of Art: Joaquín Toro / Sergio Araya
Copywriter: Rena Sieveking / Ana Fernández
Art Director: Javiera Arriola / Javiera Calbacho / Pablo Orozco / Matías Cubillos
Sound Production Company: Clio
Photographer: Daniela Beltrán
Post production: Custom Image

This campaign is about:
#WordsMatter, #PositivityRipples, #SocialMediaImpact, #WaterExperiment, #SelfEsteemJourney, #EmpowerYoungWomen

Toothpaste tubes are discarded in large quantities annually, contributing to the pollution of oceans and landfills as they take years to biodegrade. In an effort to address the unsustainable practices within the oral care industry in the Philippines, a local start-up brand named Kintab emerged. Their innovative solution involved the creation of toothpaste tablets that functioned similarly to traditional toothpaste. However, these tablets were packaged in peculiar jars, deviating from the familiar appearance of toothpaste tubes that most consumers were accustomed to.

In order to encourage spontaneous product trials without fundamentally altering the form, a sleeve was developed to give the impression of a larger tube for the small bottle. The market was subjected to testing of these sleeves, resulting in a significant increase in the number of individuals opting for the product. Moreover, the sleeves themselves can be recycled in-store, allowing customers to take home the compact packages, which contain all the necessary components for brushing their teeth.

Credits
Campaign: The Tubeless Toothpaste
Client: Kintab
Office: BBDO Guerrero

Since its inception in 2015, Ariel, India’s leading detergent brand, has been at the forefront of promoting equality in the division of household chores and encouraging men to #ShareTheLoad. To continue driving this crucial conversation and foster equality within households, Ariel has recently launched its latest edition of the #ShareTheLoad movement with the impactful film ‘See the signs #ShareTheLoad.’ This year’s campaign sheds light on the long-term consequences of an unequal distribution of chores on relationships, urging more men to actively participate in household tasks for a balanced and harmonious marriage.

Addressing the Growing Emotional Distance:
Ariel’s latest film poses a thought-provoking question to men: “Are you growing together or apart?” The film showcases the emotional distance that arises when household chores are unequally divided. Shockingly, a recent survey reveals that 65% of women feel disconnected from their partners due to this inequality, leading to breakdowns in communication. The film, ‘See the signs #ShareTheLoad,’ effectively portrays the gradual disconnection experienced by women as they bear the burden of chores alone.

The Power of Equality in Relationships:
Another survey highlights that 74% of women have given up discussing chore-sharing with their partners. Ariel firmly believes that a strong relationship is built on equality, where both partners feel respected, appreciated, and valued. Couples who share the load and engage in household tasks together report higher levels of happiness and stronger bonds. By reducing stress and burden on one partner, sharing chores can enhance companionship and overall satisfaction. Astonishingly, over 95% of couples surveyed believe that doing chores together can significantly improve their relationship.

The Inspiring Story of Change:
The new Ariel film, ‘See the signs #ShareTheLoad,’ narrates the story of an elderly couple and their evolving relationship. When their daughter visits, she notices signs of emotional distance between her parents. On their way to the cinema, her mother declines to join at the last minute, which prompts the daughter to confront her father. The father reflects on the growing emotional gap between him and his wife, realizing that their shared life has transformed into separate existences. The daughter suggests that the disproportionate load borne by her mother might be the cause. Deeply moved, the father acknowledges how he has taken his wife for granted and pledges to share the load. Understanding that sharing life entails sharing responsibilities, he takes a ‘U’ turn, both figuratively and literally. The film progresses to the next day, where the wife wakes up to the sound of the washing machine and is pleasantly surprised to see her husband approaching her with two cups of tea. In a poignant moment, he says, “Can we start again?” They share a smile, savor their tea, and engage in a joyful conversation around the washing machine.

Reflecting Real-Life Experiences:
The film resonates with countless couples who continue to face inequality in their relationships. While many men have already embraced a more equitable approach and actively share the load, the film serves as a reminder for others to recognize signs of inequality in their own relationships. Although the husband in the film realizes this later in life, it is crucial for younger couples to acknowledge the impact of inequality and start sharing the load now, fostering a happy and equal married life.

Discover the evolution of Ariel’s #ShareTheLoad campaign, aimed at promoting gender equality in household chores. The campaign’s first edition in 2015 raised the thought-provoking question, “Is laundry only a woman’s job?” Building on this, the 2016 ‘Dads Share the Load’ movement shed light on generational prejudices. In 2019, ‘Sons #ShareTheLoad’ urged sons to question the lessons they learn about gender roles. The 2020 campaign, ‘Equal Sleep,’ emphasized the impact of unequal chore distribution on women’s well-being, urging men to take immediate action. Last year’s film, Ariel See Equal #ShareTheLoad, focused on perceiving spouses as equals to encourage shared responsibility. Join Ariel’s transformative movement and promote equality in household chores today.

Credits
Advertising Agency: BBDO

Tags:
Ariel, ShareTheLoad, household chores, equal distribution, relationships, men, long-term impact, unequal chores, emotional distance, equality, marriage, gender equality, partnership, shared responsibilities, gender roles, transformative campaign, gender stereotypes, promoting change, societal norms, equality in households

#TheTeenageDream #SandyHookPromise #EndGunViolence #ProtectOurKids

A nonprofit organisation called Sandy Hook Promise works to stop gun violence and stop such school massacres from happening. The most school shootings on record occurred in 2021, but the pain these events leave behind persists even after the media headlines recede. The purpose of this campaign was to humanise the long-term harm that gun violence is inflicting on young people in America. Sandy Hook Promise wanted to draw attention to the psychological and physical toll that gun violence is having on a whole generation of young people because school shootings have transformed what it means to be a teenager in America today.

They collaborated with pop superstar Katy Perry and a courageous group of actual school shooting survivors to recreate Perry’s upbeat pop hit “Teenage Dream” in order to show how the reality of gun violence has ruined the joyful innocence of the teenage experience.

A series of heartbreaking online interviews with the featured survivors where they tell their stories and discuss their shattered youthful goals allowed viewers to discover more about them.

The project achieved the cultural breakthrough they were hoping, garnering 355 million overall impressions and 1 million video views in just 24 hours. Mark Ruffalo, Trevor Noah, Katie Couric, several US lawmakers, and Katy Perry herself were among the notable people who shared it. As a result of the campaign’s successful conversion to action, 92K individuals visited Sandyhookpromise.org, where they could get information on the symptoms that could indicate a potential school shooting. The most impressive part is that they extended SHP’s fan network while achieving this broad reach with no paid media expense.

Credits
Advertising Agency: BBDO New York, USA
Campaign: Teenage Dream
Client: Sandy Hook Promise

Worldwide, three out of four children experience physical or psychological violence. And yet, in our society, violence in parenting is still often overlooked, tolerated or perceived as inevitable.

#ENDviolence makes visible what is invisible primarily: the effect violence has on the inner soul of children. We are telling the story of three children’s different experiences of violence and show how this violence leaves its marks.

A taboo has become a topic in social media.
We launched the campaign with the support of high-reach influencers. They not only encouraged people to share the film – but they also produced content themselves, taking on the perspectives of the victims and thus urging them to take action against violence.

Credits
Client: UNICEF
Agency: BBDO Group

Johnson’s Baby and BBDO Bangkok’s latest campaign ‘The Other Mother’s Day’ for Thailand’s Mother’s Day, August 12, aims to reinvent the concept of a “Mother” and stir up global debate.

When you search on Google for “definition of a mother”, what do you find?

A mother is a female parent. Someone who has born a child. A homemaker. The photo results for “a mother” show only women, not pierced or tattooed.
What if you don’t fit the “norm”? What if you don’t embody the “stereotypical traits”?
Does this mean you can’t call yourself a mom?

In a fresh, current, and truly inspiring campaign demonstrating that mothers are anyone who cares for others, anyone who considers themselves to be one, no matter their appearance or gender.

“Being a mother is not a definition. It’s a feeling. We hope that this will be the “definition,” said Chutamas Ngamjitkul, Senior Marketing Manager Johnson & Johnson Consumer (Thailand).

The #HeartOfAMom aims to promote the equality, inclusion, and diversity of motherhood, highlighting the deep bond between mothers and their children that goes against the social norms and the gender-based stereotype of motherhood and doesn’t conform to social context. Featuring real-life experiences of four mothers across spectrums, the campaign captures today’s diverse and inclusive society through their unconditional devotion and dedication to their children.

“August is a month where every brand tries to launch a tearjerker film about mothers. So, instead of just making another ad like that, we wanted to make something that would truly inspire action, creating tension around “The Other Mother”, somebody who’s socially excluded and has never experienced Mother’s Day. We hope we can change Mother’s Day to be a day for every mother,” said Thasorn Boonyanate, Chief Creative Officer of BBDO Bangkok.

The campaign was first featured as an ad on the cover of Thailand’s most known newspaper, showing a traditional Thai Mother’s Day celebration, with three moms seated, two stereotyped mothers, and one gay mother. It asked: “Which mom can celebrate Mother’s Day?”. As the cover went viral on the internet, people began to debate the kind of mom that deserves to be celebrated on Mother’s Day. Discussions even made it to news channels, which discussed the issue on their news shows.

“Seeing the response of the initial newspaper ad and the debate it led to, we decided to make a follow-up film called “The Other Mother’s Day. We started by looking for mothers who did not fit the socially prevalent gender-based stereotype of motherhood and invited them to join our Johnson’s Baby Mother’s Day event, where they were surprised with a video of their children interviewed about how they feel about their mother,” added Thasorn Boonyanate.

“Johnson’s Baby strongly believes motherhood should be fundamentally characterized by a mother’s heart with pure love for her children, not by social norms that we have adhered to. On this occasion, Johnson’s Baby would like to emphasize its commitment to staying with all mothers without gender discrimination as part of the #HeartOfAMom. Because every mother’s heart will do everything to ensure that their children grow up happily in their way,” said Chutamas Ngamjitkul, Senior Marketing Manager Johnson & Johnson Consumer (Thailand)

With the #HeartOfAMom campaign, Johnson’s Baby wishes to encourage everyone in society to keep an open mind about equitable, inclusive motherhood.

“We can only achieve a better future if we keep the door open to all mothers, regardless of their gender identities and sexual orientations,” added Chutamas Ngamjitkul.

Credits
Campaign: The Other Mother’s Day
Agency: BBDO Bangkok
Chief Creative Officer: Thasorn Boonyanate
Creative Director: Karncitar Nisamaneewong
Assistant Creative Director: Natthapong Sriprasart
Copywriter: Sarunya Hongthong
Head of Brand & Digital: Prasit Kunanuphanchai
Strategic Planner: Siraphat Ngewseeda
Group Business Director: Taksina Vasaruchapong
Group Account Director: Mira Komolwanich
Account Manager: Nattakamol Mekmoke
Account Executive: Pornchanok Wuttitanakorn
Agency Producer: Toungrak Jiravatanarungsri, Yada Buachan
Project Manager: Pranee Charoenpornpos
Executive Assistant: Mintra Sukitpaneenit
Production house : B1 films
Director: Duangtawan Sirikoon
Producer: Teeruth Satitkul
Assistant Director: Rattapol Jantararuangtong
Director of Photography: Andrew Strobridge

 
This anti-bullying ad draws attention to how people behave online versus In Real Life. Using real hateful comments posted on the internet, actors re-enacted them on the street. Strangers are then seen to step in.

Credits
Advertiser: Monica Lewinsky / Anti-Bullying
Advertising Agency: BBDO New York
Production Company: BBDO Studios

 
100 days after the elections, Leffe decided to create the longest terrace ever in the hope of uniting the two communities and bringing them back together. The beer brand placed 1000 tables along the 400 km language border and invited 1000 Flemish and 1000 French speakers to share a beer. Participants were also asked to discuss ten political questions set by a Professor and political scientist and reach (at least) 1000 compromises. To set an example for the national politicians, they should create a new government as soon as possible.
 

 
Leffe wanted to send them a strong signal and avoid beating that world record again as a Belgian beer brand. And nothing like a good Leffe to start a discussion on a topic such as politics. Even more accurate, around a table on a terrace this summer.

So, it’s time for a good conversation. And there is no better way to discuss in-depth than with a nice Leffe on a terrace – The National Debate

The objective was to stimulate the debate. This campaign was a real success and generated lots of reactions, participation, PR mentions in major national and international media, such as The Wall Street Journal, Euronews, ZDF… but also an impressive sales rise! And the least we can say is that Leffe and BBDO Belgium have succeeded!

Credits
Advertising Campaign: The National Debate
Client: Leffe – AB InBev
Advertising Agency: BBDO Belgium
Category: Alcoholic Drinks
Medium: Experiential marketing

Contentious statues have been torn down all across America, leaving behind empty pedestals in their wake. It’s time to place new symbols in their stead. The Pedestal Project is born of the vision to repurpose these ill-conceived pedestals by using technology to help people choose the statues that should go upon them. Statues of people who have dedicated their lives to fighting for justice and equality. So that beacons of hope and progress can stand where symbols of hate, oppression, and inequality once stood. And that people everywhere can have an active voice in the movement for racial justice.

About Color Of Change
Color Of Change is the nation’s largest online racial justice organization. They help people respond effectively to injustice in the world around us. As a national online force driven by over 7 million members, they move decision-makers in corporations and government to create a more human and less hostile world for Black people in America. Learn more at www.colorofchange.org

Credits
Agency: BBDO / New York
Category: Experiential Design: Digital Experiences / Augmented / Mixed Reality
Production Company- 3D Statues: Happy Finish

“Germans are some of the best sorters of rubbish in the world, but well under 30% of our plastic is recycled. Rather than dealing with our own trash, Germany is the third biggest exporter of plastic waste (behind the USA and Japan) to countries in South East Asia. Because of less stringent regulations in these countries, this trash often ends up at landfill where it’s blown around in the wind, into rivers and ultimately into our oceans. Once in the ocean, the plastic gradually breaks down into microplastics and slowly falls to the sea floor where it can take up to 400 years to fully decompose. Ocean plastic is an important ongoing topic for the WWF. We were given the challenge to find a new spin on a problem that has been desensitized over time that could generate widespread attention and action with a very modest budget.”

Creative Idea
“When you find a new species you get to give it a name. To make an environmental statement against ocean plastic, we named a new deep-sea species after the plastic that was found inside its body – Eurythenes plasticus. This new species has been entered into the permanent taxonomic record as living proof that we’re impacting parts of the world we are still discovering. Following the publication of the scientific manuscript and the worldwide press that resulted, we launched a multi-channel campaign collecting petition signatures calling for a legally binding UN agreement to put an end to marine plastic pollution.”

Strategy
“We needed to find a way to get the attention of a desensitized audience to further highlight the ocean plastic problem for our client the WWF. Through research, we found out that deep-sea species were being found with plastic contamination already in their bodies. One such study showed that 72% of the sampled deep-sea crustaceans contained plastic contamination. This insight created an interesting strategic opportunity to show the problem goes far deeper than previously imagined. Furthermore, if we could collaborate with deep-sea scientists to find a new species that had also been contaminated by plastic, we could name it after that very contamination and use the new species as a vehicle for environmental activism. We knew if we could use science to influence the taxonomic record of our planet, we could create a far more convincing and lasting educational impact on our audience than a conventional ad campaign.”

Credits
Agency Network: BBDO
Holding Company: Omnicom Group
Production Company: Sehsucht GmbH, Hamburg
Advertiser Brand: WWF Germany, Berlin
Advertising Agency: BBDO Group Germany GmbH, Duesseldorf
Campaign: Eurythenes plasticus

Source

ABInBev: Far Stores

To communicate this year’s ABInBev Ecuador ‘Sales Representatives Recruitment Program’ brand created a campaign using images of actual stores in the country, showing how hard this kind of work is. Still, the sacrifice is worth it because this company is full of opportunities.

Credits
Brand: ABInBev Ecuador
Advertising Agency: Bombai Ecuador

Red Marx: Stronger Than Ideas

RedMarx is a beer inspired by Karl Marx and communism, with the traditional symbol of this political and socioeconomic ideology on its label: sickle and hammer. To prove that the beer has a very strong taste, world leaders known for their fight against communism appear enjoying the drink, proving that its taste is stronger than any ideology.

Credits
Brand: Red Marx
Advertising Agency: Binder, Rio de Janeiro, Brazil

Guinness: Drink Responsibly

Credits
Brand: Guinness
Advertising Agency: BBDO West Africa, Lagos, Nigeria

Karsten Brewery: Windows

For those who always see the glass as half full, staying at home is the best option. Karsten Delivery.

Credits
Brand: Karsten Brewery
Advertising Agency: Woop Comunicação, Jaraguá do Sul, Brazil

Bad Boy: Alcohol and Dictatorship

Right before the President’s elections in Ukraine, Kyiv-based creative agency Banda launched a print campaign for Bad Boy wine and spirit store. Now it is a perfect time for Ukrainians to remember what happens if one does not vote responsibly. If only parents knew what the future brings to their cuties, they would probably switch to winemaking instead of raising a monster.
So here’s to responsible voting and responsible drinking.

Credits
Brand: Bad Boy
Advertising Agency: Banda, Ukraine

28 Too Many launched a poster campaign ‘Mutilated Words’ using handcrafted Arabic calligraphy and carefully chosen words, mutilated and stitched back together, just like the victims of FGM.

The words reflect the physical, psychological and social damage. They used paper that mimicked the skin’s colour and texture, made from material that can’t be vandalized. They put the decision in people’s hands, urging them to pull the thread. The words unfold to reveal a hidden letter that changes their entire meaning to reflect positivity and hope. Inhuman becomes human; Pains becomes dreams; Accept becomes Condemn; Despair becomes Joy; Cruel becomes Civilized; Consent becomes Defiance. With each word, the agency revealed a fact that educated people about FGM and drove home the message: “Some things can’t be undone”, encouraging people to say no to this awful practice.

Credits
Campaign: Mutilated Words
Advertising Agency: Impact BBDO Dubai
Brand: 28 Too Many

While Colombia sought to reactivate its economy to avoid a much more visible enemy such as an economic collapse, Colombian workers, far from positions that allowed remote work, were forced again to leave the safety of their home to the uncertainty of the city.​

The problem was while COVID-19 cases kept going up, so did personal protective equipment prices, with items such as face shields rising to average market prices around 20USD. The higher these prices went, the fewer families could afford them in a country with a 1.50 USD average household daily income.

Postobón found out most face shields in the market were made of plastic, just like their PET bottles. To provide an accessible and immediate solution, they redesigned their average family-size bottles into a four-step design to upcycle their 9M bottles, already in the market, into low-cost face shields worth around 0.5 USD.

Postobón launch the Bottled Masks design in the natural platform for DYI tutorials; YouTube, implementing the video at their brand’s channels and with the support of several recognized sustainability influencer channels with 34K followers each, who showed the step-by-step process or invited to download the printable guideline sheet from a supporting lading page. A sustained effort in parallel to social media posts, stories, printed posters and placements in local newspapers.

Credits
Brand: Postobón
Campaign: Bottled Masks
Advertising Agency: Sancho BBDO, Bogota, Colombia