The US has some of the most expensive cellular data plans in the world. Xfinity Mobile, however, is a new kind of network designed to save people money.

Xfinity Mobile is turning pre-roll ads into price tags by calculating how much money people are spending on data to stream an upcoming YouTube video to show how overpriced other plans are in their Data in Dollars campaign.

For example, if someone is about to watch a five-minute beauty-tutorial video, they are shown an ad that tells them, “The next tutorial could cost you up to $1.06 cents in data. So switch to Xfinity Mobile and save.”

The prices shown in each film change depending on the length of the video the person is about to stream and the cost of data with their specific carrier.

Awards
Clio Awards Silver
Webby Awards Winner
YouTube Works Award
Cannes Lions

Credits
Campaign: Data in Dollars
Holding Company: Omnicom Group
Agency: Goodby Silverstein & Partners, San Francisco
Client: Xfinity Mobile, Philadelphia | Website
Production Company: Thinking Machine, Los Angeles | Website
Production Design: All Valley Yacht Club | Website
Country: United States
Medium: Digital Advertisment | YouTube Works – YouTube Advertising
Category: Digital Innovation

“We gave KFC’s most remote store owner a Facebook account, ghostwriter, media training, production crew, pan-agency support team, and a mission to get Kentucky Fried Chicken the ultimate symbol of food quality: a Michelin Star.”

There’s no higher accolade of quality in the food world than getting a Michelin Star. But Michelin hasn’t placed Australia on its culinary map yet, let alone any mainstream fast-food chain.

“Our idea wasn’t about actually getting KFC a Michelin Star, but getting credit for making quality fried chicken – by associating ourselves with the well-known culinary prestige and status of the Michelin Guide.”

“But we needed to do this credibly. So we developed a believable narrative and carefully cast Sam, an incredibly charismatic KFC store owner that Australia would want to get behind because every Aussie loves an underdog story. You’ve seen Crocodile Dundee.”

“Independent research identified that simply reminding people that the letters KFC stood for ‘Kentucky Fried Chicken’ immediately improved perceptions of food quality. By referring to KFC’s chicken as Kentucky Fried Chicken, it conjured up notions of “care,” “authenticity,” and “expertise”. So the team needed to find a credible way to get this new (but old) brand name out there. Yet a traditional campaign that just told people that KFC is short for Kentucky Fried Chicken would be a bit banal, and potentially KFC just talking to itself. We needed to do something crazy enough that Aussies would take notice of.”

So the Michelin Impossible campaign’s bold strategy was to ditch traditional advertising and instead associate KFC with an independent symbol of food quality – the Micheline Guide – leveraging its credibility and influence to get Kentucky Fried Chicken the quality kudos it deserved.

Idea: “We devised a carefully crafted, social-first narrative to ensure our mission would be accepted and embraced by the Australian public. Authenticity was crucial. So even though the initial content was scripted and shot weeks before launch, the mission played out in real-time via a Facebook Group that appeared to be set up by Sam. The Facebook Group and all content were produced to look as if Sam was championing the mission alone. But it was a highly considered and professionally built content hub that also acted as a goldmine for journalists. We had a million ideas on where the mission would take Sam, planning multiple ways the story could play out. After a global swell of social (and earned media) support, we scored Sam in an improbable meeting with the International Director of Michelin Guides. We had a crew ready to capture the moment in Paris.”

#KFC #Michelinstar #MichelinGuide #Michelin #MarketingCampaign #Ad

Michelin Impossible campaign Recognitions
1 x Global Grand Effie
1 x Cannes Lion (Bronze)
2 x APAC Effies (Gold)
2 x IPA Effectiveness Awards (Best Small Budget, Bronze)
4 x Spikes Asia Awards (1 Grand Prix, 2 Gold, 1 Silver)
2 x London International Awards (Bronze)
4 x Caples Awards (1 Gold, 2 Silver, 1 Bronze)
2 x Webby Awards
2 x Clio Awards (1 Silver, 1 Bronze)
5 x Ad Stars Awards (3 Bronze, 2 Crystal)
1 x AWARD Award (Bronze)
1 x WARC Award for Effectiveness (Gold)
3 x Australian Effies Awards (Bronze)
5 x APAC SABRE Awards (incl. Best In Show)
1 x APAC Marketing Magazine PR Award (Gold)
Ranked #3 in Global SABRE Awards
CommsCon Awards Highly Commended
AC&E Awards Finalist
AdNews Awards Finalist
Featured in The One Show AsiaCreative Showcase
Featured in Directory Magazine

Credits
Client: KFC
Advertising Agency: Ogilvy
Product: Fast Food
Advertising Campaign: Michelin Impossible
Media: Key Media Channel – Social
Country: Australia

Hong Kong is the world’s Ivory trade capital. But because the word for “Ivory” translates to “elephant-tooth,” over 70% of Chinese people believe Ivory extraction is harmless. We needed to pressure the government to ban the trade.

Idea: Change the law by changing the language. Hong Kongers Joined forces with linguistic experts to co-create a new word for “ivory.” Each word was also a petition signature. We showed the harm caused by a simple word and created lasting cultural change.

Result: The HK Government banned the ivory trade in January 2016.

Credits
Brand: WWF
Campaign: The Last Word
Agency: Geometry Global
PR: Ogilvy Public Relations
Production: Hogarth & Ogilvy

Credits
Campaign name: She Is Heard
Media: Experiential, Out of Home, Integrated
Industry: Sports
Market: North America
Language: English
Agency: Miami Ad School & Humber College
Brand: Adidas
Art Director: Ted Pedro
Copywriter: Brenna O’Leary

This campaign is about:
Clio Awards, Integrated, Canada, Sports

Credits
Brand: The New York Times
Campaign: The Truth Translator
Advertising School: Miami Ad School, Toronto
Art Director: Tara Magloire, Rachel LeBlanc, Lee I
Copywriter: Marwa Hassan, Mirabelle Eze

Tags:
Innovation, Technology, AI, Machine Learning, Clio Awards, Best use of technology

Here retreat is no longer an option.
The Mekong River, it’s the last stand before 2,000 tons of trash flow into the ocean each day.

730,000 tons of trash a year that flow straight into the ocean, must be stopped.

The key is how.

Is there a way to protect the Earth without harming it?
Is there a way to engage people to be proactive?

Meet with Hanwha’s game-changing idea and the Clean Up Mekong campaign with solar boats.

Tags:
Innocean Worldwide, Advertising agency, New York Festivals Advertising Awards, Cannes Lions Awards, Clio Awards, COVID-19, Hanwha, Vietnam, Global Green Growth Institute, public awareness, sustainable development, social responsibility, Mekong River, Technology, Innovation

In one of the biggest election years ever, we discovered voter suppression was a real issue in low income neighborhoods. Lack of outreach, confusing polling places and lines around the block. Boost Mobile stores are located in those neighborhoods. So we turned Boost stores into polling places, transforming them from a place that sells goods to one that does good.

Credits
Entrant Company: 180LA
Campaign: Boost Your Voice
Agency Network: TBWA
Holding Company: Omnicom Group
Production Company: The Corner Shop
Advertiser / Brand: Boost Mobile
Post Production Company: Therapy Studios
Music/Sound Company: Atomica Music Library
Digital Design Company: Jam3
Music/Sound Company: Eleven Sound
Visual Effects Company: Jogger Studios
Post Production Company: Cut+Run
Chief Creative Officer: William Gelner
Executive Creative Director: Eduardo Marques
Executive Creative Director: Rafael Rizuto
Creative Director: Mike Bokman
Creative Director: Jason Rappaport
Director of Art & Design: Chris Welsby
Associate Creative Director: Tylynne McCauley
Associate Creative Director: Brian Farkas
Digital Designer: Matt Jensen
Designer: Delaney Maher
Digital Creative Director: Karan Dang
Director of Integrated Production: Natasha Wellesley
Executive Producer: David Emery
Producer: Aine Carey
Senior Manager, Content & Social Activations: Jay Lledo
Social Media Manager: Karla Burgos
Digital Producer: Ryan Schmidt
Executive Digital Producer: Stephen Fahlsing
Project Manager: Lisa Payton
Creative Technologist: Jefferson Wu
Senior UX Designer: Stacey Savage
Head of Account Management: Chad Bettor
Brand Director: Mike Slatkin
Account Manager: Eric Reilly
Planner: Theo Soares
Planner: Cecelia Girr
Director of Business Affairs: Loretta Zolliecoffer
Business Affairs Managerv: Amy Sharma
Producer: Brian Scharwath
Editor Dave Groseclose
Executive Producer: Joe DiSanto
Director of Photography: Erik Ljung
Producer: Blake Pickens
Producer: Stephen Love Jr
Executive Producer: Anna Hashmi
Director: Malik Vitthal
Director of Photography Isiah Donté Lee
Government Outreach Team: Jason Huddleston
Government Outreach Team: Leah Couvelier
Government Outreach Team: Steve Brothers
Government Outreach Team: Russell Milton
Government Outreach Team: Nicole Rejwan
Government Outreach Team: Khalilah Waajid
Government Outreach Team: Kayla Mitchell
Government Outreach Team: Lawrence Gilliam
Government Outreach Team: Missy Evans
Government Outreach Team: Jordan Zolliecoffer
Government Outreach Team: Chance Zolliecoffer
Government Outreach Team: Breely Windham
Government Outreach Team: Shek Shem
Asst. Editor: Heather Bartholomae
Creative Director: David Parker
Flame Artist: Tony Pettiti
Executive Producer: Rich Rama
Sr. Producer: Nancy Nina Hwang
Mixer: Ben Freer
Asst. Mixer: Jordan Meltzer
Executive Producer: Suzanne Hollingshead
Executive Producer: Amburr Farls
Producer: Brian Mulvey
Editor: Sean Fazende
Creative Director: Brian Beshears

Tags:
Grand Prix, Cannes, Boost Your Voice, Boost Mobile Stores, Clio Awards, Omnicom Group, TBWA, Boost Mobile, Santa Monica, US, 180LA, The Corner Shop, Therapy Studios, Atomica Music Library, Electronics, Technology, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads

Breastfeeding Extras attempts to change the public opinion on breastfeeding in public by bringing the act on television. Kind en Gezin organized a casting agency who would allow TV shows and movies to book breastfeeding mothers who would act while breastfeeding their babies. What better way to shout and say to the world that breastfeeding is mainstream than making mainstream media the vehicle itself to carry the message? It’s not surprising that support from several influencer moms and journalists and other popular celebrities poured in in large numbers.

Credits
Brand: Kind en Gezin
Campaign: Breastfeeding Extras
Advertising Agency: LDV United, Belgium
Public Relations Agency: Lewis
Executive Creative Director: Kristof Snels
Copywriter: Jasper Declercq
Art Director: Julie Vanderbeck
Account Director: Marieken Maes
Account Executive: Evi Messagie
Strategy Director: Tomas Sweertvaegher
Designer: Jeffrey Uten
Photographer: Noortje Palmers
Video: Jasper Léonard

Tags:
Belgium, Public Interest, NGO, Kind en Gezin, LDV United, Public Awareness Campaigns, Fundraising Campaigns, Clio Awards, Breastfeeding Extras campaign

Today WATConsult is not only one of the leading but is one of the best social media and digital marketing firm in India. With powerful digital campaigns like #PowerlessQueen, Kidsnotforsale, Saffola Beat the Crave, #Unplanned and more, WATConsult has won more than 50 awards, out of which about 30 are from international platforms.
Team COTW reached out to Rajiv Dingra, Founder and CEO, WATConsult to understand his journey so far and the plans for the upcoming year.

1. How do you look at your 12-year long journey and how the industry during this phase has evolved?

It’s been a long journey! 2007 seems like a lifetime ago and digital media was very different then. Facebook was in its initial stage in India and was available to just ‘.edu email’ IDs or you had to be invited to it. YouTube was just a year old and Orkut was more popular than Facebook in India. So yes, it was a lifetime ago.

The industry has evolved and changed so much since then. There was barely an industry to talk of in 2007. I remember we were pioneers when it came to offering social media services. Today space is very different, digital is a priority for CMO’s while in those days you wouldn’t even get to meet the CMO.

2. Out of all the campaigns by your consultancy which one is closer to your heart and why?

Well we are most proud about the #PowerlessQueen campaign because it has won us accolades across the globe. It really put us on the global map when it came to our work and also WATConsult became the first Indian digital agency to win in so many prestigious global award shows.

To list a few it has won a Grand Prix and a Gold in Prague International Advertising awards, it was Shortlisted in Cannes Lion 2018, won a bronze each in Clio Awards New York, Lisbon International Advertising Awards and 2 Bronze metals in London International Awards. It won two golds in Epica Awards, A Crystal in AdStars Seoul and 1 Silver and 2 Bronze in Spikes Asia Awards, 2 Bronze in Tangrams APAC and 1 Gold and 1 Bronze in Smarties APAC.

3. Some experts (Forbes blog) say that millennials want to be associated with the brands who go an extra mile to contribute to the society. What is your take on it and do you leverage this sentiment in you campaigns?

We believe that ‘brands with a purpose’ do much better than brands that only focus on its product attributes. Now, one can fit that purpose to be associated with a social cause or not that’s an option, but we do believe the purpose goes a long way in connecting the brand to the consumer, than product attributes.

We have leveraged this in several of our ongoing campaigns be it, #FlauntToFeed campaign that we did for Godrej Appliances or the Muskaan Campaign done for Himalaya or the most recent #KidsNotForSale campaign done for Snapdeal in association with Save The Children NGO.

4. What, according to you, are the key elements of a good campaign? Idea, technology, or what?

Nothing is above the idea itself and technology might be a medium to achieve that idea but nothing can be above it. Also most people believe for an idea to be a big idea, it has to be complicated. In fact on the contrary it has to be really simple. So simple that when someone watches it, they should think why didn’t I think of this?

5. With quite a number of awards in your hand already, what are your expectations for 2019?

2019 is a big year for us when it comes to Global awards. We will be participating across global awards like Adfest, Shortys and Oneshow as well as Cannes Lion 2019 which is a big one. We were shortlisted in 2018 in Cannes Lion but didn’t end up winning. We would really want to change that and win a metal at Cannes Lion 2019 and that would help us raise the bar even further. We are working very hard to make this dream of winning at Cannes Lion a reality.

Beyond awards I foresee WATConsult taking the next leap of growth in 2019. It’s a year that looks like an inflection point when digital goes mainstream and we hope to be a big part of that change.

6. How would you like the industry to look at or remember you and WATConsult?

I am not going anywhere so I hope they don’t have to remember me. I am just 33 years old so I have at least 20 years before people think about how to look at or remember me :).

In short I am just getting started. But I hope they look at WATConsult and see an agency that still brings the enthusiasm of child to the business of digital but has the wisdom of an experienced wise man. I hope they see an agency that has always looked to punch above its weight and one that has challenged norms, done path breaking work and outperformed its more experienced competitors not just in India but at Global platforms too.

7. Anything else you want to share?

Just watch out for us in 2019 we will surely be making news! 🙂

The helmets are claimed to be soon on shelves. We think that such cool looking helmets would encourage kids to wear them and make parents of these kids heave a sigh of relief for having to care less about their kids’ safety on road. However, we don’t know how much of a big difference it will make to the bullies. Perhaps, they will also like to wear their favourite helmets and appreciate those who wear them too rather than bullying them. Maybe!

The prototype that they had created and launched on the web had received a warm response from the media and the internet community. Their first model was “The Bob” along with many more hairstyles to come like “The Monk.”

Credits
Advertising Agency: NORD DDB, Sweden
Chief Creative Officer: Andreas Dahlqvist
Art Directors: Simon Higby, Clara Prior Knock
Designer: Elin Jansson
Brand Identity/Packaging Design: Andreas Johansson, Anna Lisspers
Producers: Tomas Wall, Haris Badic
Working Prototype: Roger Davis

Tags:
NORDDDB, DDB Stockholm, DDB Worldwide, NORD DDB Stockholm, Sweden, Personal Accessories, Helmet Hair, Clio Awards, Bullying, Packaging Design, Technology, Safety, Innovation

Ford’s SafeCap is a cap for truckers that detects their head movements in pre-sleep mode and alerts them through light, sound, and vibration to prevent them from dozing off. Ford took help of research to identify specific head movements of the truckers that alluded to the tendencies of sleep like fatigue and decreasing awareness. The people involved helped Ford develop a software that could detect these movements through an embedded sensor and a gyroscope in the cap by way of light, sound, and vibration.

We think that this technology is still far from completion to benefit the larger base of truckers and Ford is looking for more innovative partners to improve the design, functioning and scalability of the product.

Credits-
Brand: Ford
Campaign: Ford Safe Cap
Category Vehicles & Accessories
Agency Network: WPP Group
Advertising Agency: J Walter Thompson, Brazil
Production Company: PBA
Executive Creative Director: Vico Benevides
Creative Director: Rodrigo Strozenberg
Copywriter: Thiago Lins
Art Director: Fernando Lyra

Tags:
Ford Motor Co., Ford Campaign, Ford Road safety, Road safety campaign, Awareness campaigns, Digital, On ground, Software, App, Technology, Innovation, Safe Cap, Ford Safe Cap, J Walter Thompson, Brazil, WPP, Automotive campaign, WPP Group, Clio Awards, Product Design

The campaign named Girls of Paradise which was done by McCann Paris lead people to empathize with the victims of violence and lead to the landmark decision by the French Assembly in 2016. This was the first national law that was meant to penalize the clients of prostitution.

What is the reality of prostitution?

Women in prostitution everyday face the violence of various kinds from pimps or even clients. Hundreds of cases of extreme violence leading to the murder of prostitutes are registered every week.

What is the reason?

Prostitutes, in most countries, do not have any legal rights. They live like ghost citizens. There are no laws that ensure their protection which leads

What is McCann’s campaign on Girls of Paradise about?

The campaign called Girls of Paradise was revolutionary in spreading awareness about the violence that is perpetrated against prostitutes. They end up becoming prostitutes of both parties ­ the selling as well as the buying. Therefore, this campaign made profiles of all the dead prostitutes and when potential buyers tried to contact them, they were told about the horrific stories of violence that they went through before they were murdered. This arose great empathy amongst people and lead to the landmark judgment which made buying prostitutes illegal. Thus, trying to safeguard their rights to some extent.

What more can be done?

Of course, this is not the end and the world needs to understand the problems faced by prostitutes and make the laws stronger to empower them. This campaign is just a first step towards safeguarding them!

We all need to join hands and work together to end the violence against prostitutes!

Credits
Industry: Charities, Foundations, Volunteers
Media: Digital, Interactive & Mobile, Case study
Market: France
Agency: McCann Paris
Executive Creative Director: Riccardo Fregoso, Julien Chiapolini
Art Director: Christophe Rambaux
Copywriter: Gilles Ollier
Production: Medialab Technology Paris
Producer: Isabelle Créchet