In today’s fast-paced world, where technology and innovation constantly shape our lives, it’s disheartening to see that traditional product branding often overlooks the needs of the 2.2 billion visually impaired individuals worldwide. Imagine the frustration of being unable to access essential information on product labels, risking incorrect dosages and feeling excluded from the broader conversation. Recognizing this challenge, Grey joined forces with Haleon, GSK’s consumer healthcare company, to introduce a groundbreaking solution – Access Codes.

Access Codes is not just a product innovation; it’s a commitment to inclusivity. Leveraging the power of barcodes on Haleon products, Grey, in collaboration with Microsoft’s Seeing AI app, transformed these barcodes into Access Codes. This revolutionary approach allows vital product information to be conveyed verbally, addressing the unique needs of individuals with visual impairments and ensuring equal access to healthcare information.

The journey toward accessible packaging didn’t stop there. Grey embraced an audio-first strategy, understanding that the target audience consumes information differently. By partnering with technology, healthcare, visually impaired lifestyle podcasts, influencers, and The Royal National Institute for the Blind (RNIB), Grey and Hill & Knowlton collaborated closely with Haleon to raise awareness about Access Codes.

A pivotal aspect of this campaign was the involvement of the visually impaired community, ensuring authenticity and resonance. The communications strategy included an original song, released on World Sight Day, and leveraged various audio platforms, including radio. To widen its reach, a visually impaired director collaborated on a music video, connecting with an even broader audience.

The impact of Access Codes has been nothing short of remarkable. Haleon’s brand trust now surpasses competitors, with 53% of consumers expressing a preference for the brand. Familiarity with Haleon has increased by 40%, making the brand synonymous with ‘making everyday health more accessible’ for a significantly larger audience.

The integration of Access Codes into the Seeing AI app has seen a tenfold increase in downloads, reaching an estimated 2.5 million people. The positive business outcomes for Haleon, reflected in its 2022 full-year report, include a 4.3% growth in price and a 4.7% growth in volume. Access Codes has not only generated over 547 million impressions but has also showcased its effectiveness, with 67% of these impressions being audio-based, illustrating its strong connection with the target audience.

In conclusion, Access Codes has not only broken barriers but has also set a new standard for inclusive and impactful product branding. It’s a testament to the power of collaboration, innovation, and a commitment to making healthcare information accessible to all.

Credits
Brand: Haleon
Advertising Agency: Grey, New York

This campaign is about: –
Healthcare, Visually Impaired, Product Branding, GSK Haleon, Innovative Barcodes, Microsoft AI, Grey, Inclusive Design, Healthcare Accessibility, Consumer Healthcare, Barcodes for the blind

Al-Futtaim IKEA, a leading Swedish home furnishing retailer in the United Arab Emirates region, has partnered with its creative and strategic agency partner, GREY Dubai, to launch a new campaign that focuses on creating memorable moments for families during Ramadan while showcasing the functionality of its home furnishing range. The campaign was introduced through an emotional and heartwarming film that highlights the importance of family bonds and traditions during the holy month.

The film tells the story of Sami, a young boy who wants to feel like a part of the occasion as his family celebrates Ramadan. While waiting to break his fast, Sami helps his mother set up the Iftar table by gathering home furnishing accessories from around the house that add to the comfort of the family members. The film showcases Sami’s efforts in bringing a smile to his family members’ faces by adding a personal touch to where they sit. The campaign includes social, out-of-home, radio, on-ground activations, and more.

According to Carla Klumpenaar, General Manager of Marketing, Communication, HF, and Retail Design at Al-Futtaim IKEA in UAE, Qatar, Egypt, and Oman, Ramadan is an essential occasion for the brand’s customers in these regions. She added that this year, they highlighted the importance of assembling togetherness, creating an emotional connection with their customers. They also aimed to showcase that their products are functional, accessible, and affordable to all, no matter how big or small their dream of refreshing their home is.

Al-Futtaim IKEA promises to showcase its commitment to creating smart and affordable solutions and assembling meaningful moments for families by using its deep understanding of the region. Pablo Maldonado, Executive Creative Director at Grey, said that the Ramadan film makes a powerful statement on the importance of every family member during the holy month. The campaign aims to enhance the meaning of assembling furniture by showcasing how togetherness can help a family assemble moments instead.

New Ramadan film is now available on the brand’s social media channels, with the rest of the campaign set to launch soon. The campaign promises to offer consumers a fresh and innovative take on one of the most important events in the Islamic calendar. The brand aims to continue creating meaningful and effective ideas that make the brand even more famous.

Credits
Campaign: Togetherness Assembled
Advertiser: Al-Futtaim & IKEA
Agency: Grey Dubai
Production House: Big Kahuna
Producers: Rajaa Chami, Rana Gebran
Director: Hadi Siryani
Music: Vox Haus Music

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

With nearly two thirds (64%) of women aged 18-35 years old not checking their chests regularly every month and with 1 in 7 women affected by breast cancer in their lifetime, Superdrug is launching a new unique ‘Itty Titty’ campaign to encourage people to take control of their health. It intends to increase the level of awareness and conversation about breast checking and encourage people to regularly check themselves.

 

 

 

 
The campaign sees people receive a free Itty Titty sticky leaflet when they order their contraceptive pills from Superdrug Online Doctor or pick up their contraceptive pills from four of Superdrug’s pharmacy stores – London The Strand, Battersea, Islington, and Manchester-Piccadilly. The leaflet includes 12 pairs of Itty Titty stickers and encourages people to place a pair on each of their pill blister packs as a visual reminder to check their breasts for abnormalities which will help them stay aware of any changes to their chest.

Credits
Advertising Agency: Grey, London, UK
Tags: United Kingdom, Health, Pharmaceutical, Superdrug, Healthcare Campaigns, Superdrug Itty Titty, Breast Cancer Campaigns, Breast Cancer Ads, Itty Titty Stickies, Breast Cancer Awareness

“The Gas Saving Burner” is only shortlisted Product Design – B03 Solution category at 64th Cannes Lions International Festival of Creativity, 2017 and awarded two Grand Prix at 8th Commward 2018 from GREY Dhaka, Bangladesh.

Credits
Advertising Agency: Grey, Dhaka, Bangladesh
Chief Creative Officer: Syed Gousul Alam
Head of Planning / Servicing: Salahuddin Shahed
Creative Director: Jaiyyanul Huq
Art Director: Muhammad Mustafizur Rahman Khan
Copywriter: Waleed K. Rajamiya
3D Imaging: Yousuf Al Mamun Razib
Senior Visualizer: Aminullah Bin Mahmood
Client Service Director: Masud Parvez
Account Manager: Chowdhury Rahman Rayhan
Account Executive: Nakib Ahmed
Associate Planning Director: Bitop Das Gupta
Sr. Planning Manager: Ummiya Rahman
Planning Executive: Saurav Das

That question is the one that we are trying to solve just when the information that surfs the networks is exposed to manipulation by private corporations and governments, and the truth loses more and more weight. Imagine for a second that Planet Earth reaches us and tells its truth about the damages of climate change that’s been jeopardizing its health. This is why we are convinced that the only one that could tell us with certainty how it feels, what is happening to it, and its suffering is the earth itself.

This initiative, supported by Greenpeace Colombia, seeks to give a voice – to planet earth. It attends and understands first-hand what the earth has to tell us. To make this a reality, climate monitors around the world that provide us with real-time information on forest fires, pollution, climate warming and CO2 levels, among other indicators, are synchronized with a platform based on Machine Learning that classifies and converts the information received into a Tweet. Each tweet is published automatically – without human intervention – and in real-time from the earth’s own Twitter account (@earthissaying) created to bring its voice to life while targeting the incumbent recipients that could and should do something to help, and we are all there to witness and amplify the call.

“After 4.543 billion years, the earth has its own voice. As its inhabitants, we must listen carefully, regardless of our country of origin, to take the necessary measures to care for it and preserve it before it’s too late. That’s the goal of this idea” Sebastián Benitez, General Creative Director of Grey Colombia

Join this initiative by following the Twitter account @earthissaying, listen to end echo what earth has to say.

Credits
Advertiser: Greenpeace
Agency: Grey
Campaign: Earth is Saying

“It’s how our power empowers others that makes women’s voices so vital.” – Amanda Gorman.

#IWD2021​ #IWD​ #WHM​ #WomensHistoryMonth​ #AmandaGorman​ #inspiringwomen​ #inspiring
 

 
About Vital Voices
Vital Voices Global Partnership is a global movement that invests in women leaders who solve the world’s greatest challenges. We are “venture catalysts,” identifying those with a daring vision for change and partnering with them to make that vision a reality. We scale and accelerate impact through long-term investments to expand skills, connections, capacity, and visibility. Over the last 22 years, we have built a network of 18,000 change-makers across 182 countries who are collectively daring to reimagine a more equitable world for all.

Credits
Category: Charities & appeals
Client: Vital Voices
Agency: GREY
Featuring: Amanda Gorman

On average people could be ingesting around 5 grams of plastic every week, which is the equivalent weight of a credit card. Our study suggests people could be consuming on average, over 100,000 microplastics every year. That’s approximately 21 grams a month, just over 250 grams a year.

The truth is, we don’t know. We know that plastics are doing irreparable harm to wildlife, but scientists have only just started looking at what it’s doing to human health. Can we say, categorically, that this is causing impacts on our health? No. Does that mean we can rest easy? Absolutely not. After all, you wouldn’t choose to chow down on an actual credit card.

How do we really solve this problem?
While saying ‘no’ to straws and bringing along a reusable bag are great first steps, which you absolutely must do, it’s governments and business who need to solve this. At WWF, we want governments around the world over to sign a global legally binding treaty to streamline how we use and dispose of plastics. The business should play an important role here too – for example, by changing their production and product design models to allow for re-use of plastic rather than immediate disposal.

Credits:
Client: WWF
Campaign: Your plastic diet
Advertising agency: Grey
Graham Drew, Executive Creative Director
Andrew Fong, Creative Director
Heng Thang Wei, Creative Director
Selva Ganapathy, Copywriter
Kevin Wong, Art Director
Ralve Khor, Art Director
Suzy Chiang, Producer
Jo Yau, General Manager
Marcus SK, Brand Director
Vivian Khoo, Account Executive
Huma Qureshi, Regional Director PR & Corp Comms AMEA
Production Team: MFX Sdn. Bhd.
Post Production: Glass Fin (KL)
Sound Production: Maverick AV Sdn. Bhd.

The TCS New York City Marathon won’t be run in person this year, due to the pandemic, meaning thousands of runners from around the globe will not have the opportunity to participate in this challenge. Instead, runners will carry on the tradition, virtually training and racing in their hometowns and countries.

So, Volvo Cars created a custom playlist using real audio from the streets of the city. The playlist allows runners to immerse themselves in the sounds of 13 neighbourhoods along the NYC Marathon route, from Staten Island to Central Park. Listen to the playlist on Spotify:

“As the official vehicle and strategic sponsor of the TCS NY City Marathon, Volvo Cars wanted to support runners everywhere. So in partnership with Heard City, we brought the marathon route to life through ambient sound and music, available exclusively on Spotify, “said Nick Kaplan, Executive Creative Director of Grey New York. “This is an audio poem written by Volvo Cars to the marathon and the city of New York. It brings the joy of the race and the personality of each neighbourhood to life through sound.”

“The New York tri-state area has been home to Volvo Cars in the US for decades,” said, Anders Gustafsson, President and CEO of Volvo Car USA, “It’s our honour to salute the city and the spirit of those with the determination to run the NY City Marathon.”

The immersive audio experience is hosted by New York City and Boston Marathon winner, Meb Keflezighi, as well as local music artists. Keflezighi is the only person to win the New York City Marathon, Boston Marathon, and an Olympic medal.

Credits
Advertiser: Volvo
Creative Agency: Grey New York
Worldwide Chief Creative Officer: John Patroulis
Chief Creative Officer: Justine Armour
Executive Creative Director: Nick Kaplan
Associate Creative Director/ Art Director: Lillian O’connor
Associate Creative Director/ Writer: Brett Simone
Art Director: Cara Resnick
Writer: Joey Chiarulli
Executive Creative Director/Design: Han Lin
Creative Director/ Design: Brian Lai
Designer: Nicole Garcia
Designer: Samantha Kim
Svp/Account Director: Debbie Hirschfield
Account Executive: Katey Bishop
Project Manager: Lyndsey Noland

Executive Production: GPS
Evp, Head Of Integrated Production: James Mcpherson
Vp, Music Producer: Dave Lapinsky
Integrated Producer: Lizzy Auwaerter
Content Creator: Kelechi Mpamaugo

Production Company: Heard City

Based on facial recognition, Corruption Detector is a free APP that draws on a comprehensive database with all the official records of corruption, previously hidden in hundreds of courts across Brazil. By simply pointing a phone at a candidate, voters can now spot the corrupt ones in purple, no matter where they are: TV, papers, internet, outdoors and even in person. All data organized by the app is available for reference at any time. And on election day, users will receive an important notification: a reminder not to vote for a corrupt politician.

The Corruption Detector app uses Microsoft facial recognition technology, which gives it 98% accuracy. In order to create our database and make it simple for anyone to understand, they had to gather data across hundreds of courts all over Brazil. It took them months to analyze, select which accusations and investigations concerned corruption or public administration fraud, and organize the information into one simple list. Then, they translated the legal jargon into all those incomprehensible court records into language anyone would find easy to understand. The app was launched by one of Brazil’s most renowned comedians, who went to Brasília, and stood outside Congress, taking selfies with politicians and showing Brazilians how the app works. Since then, the number of downloads has never stopped growing.

Credits
Advertising Agency: Grey Brasil
Client: Reclame Aqui

Production Company:
Savoir Tecnologia / SÃO PAULO
Studio Penka / SÃO PAULO

This campaign is about:
Corruption Detector, Technology, App, Smartphone, Government, Product Innovation, Brazil, Politician, Facial recognition technology, Microsoft

Grey Argentina and its client, Itaú, the largest private bank in Latin America, joined forces to create a revolutionary pension delivery system for its elderly clients, the most at risk during the Covid-19 crisis.

Historically, Argentina has been a “cash culture” because people couldn’t rely on or trust electronic banking. When the pandemic hit, millions of retirees lined up to receive their monthly pensions, exposing themselves to the virus despite the lockdown. Their choice was stark: risk their lives to go out to the bank or stay home with no money.

The bank and agency took on entrenched cultural habits and the governmental, financial and legal establishment, believed to be impervious to change. Time was of the essence with lives at stake.

“I feel we broke through the ‘this cannot be done’ mentality. We transformed banking into a more friendly service in record time,” said Carolina Belzunce, Marketing Manager of Itaú. “This innovation normally would have taken years to accept. When we hit obstacles, Grey convinced us that it was worth continuing.”

In less than a month, Itaú and Grey developed a unique home delivery system of microflow transportation and identification verification. Older clients make a phone request and receive their pension in cash at the door. The invention is upending long-held traditions of the Argentine financial system and ushering in new ways of banking across Latin America. Fifty thousand seniors in Buenos Aires kicked it off.

Credits
Title: Pension Delivery
Campaign: Pension Delivery System
Client: Itaú Argentina
Agency: Grey Argentina
President Grey Argentina/CCO Latam: Diego Medvedocky
CEO: Pablo Sánchez Rubio
CCOs: Hernán Kritzer, Alejandro Devoto, Lisandro Cardozo
Creative Directors: Rodrigo Greco / Mariano Gamba
Art Director: Gastón Gual
Copywriter: Alex Romero
VP Client Services: Jorge Villar
Account Director: María José Amson
Account Supervisor: Florencia Niemetz
Head of Production: Pablo Molina
Producer: Negro Ibañez
Production Company: La Doble
Director: Martin Donozo
CEO: José Arnal
Executive Producer: Adrian Aspani/ Vero Pascual
Post Production: Luis Stafolani
Editor: Seba Mega Diaz
Sound: Porta Studio
Color: Anahí Piccinini
Music: Papamusic
Client: Carolina Belzunce
Country: Argentina

The recent campaign from Hygienex – Save yourself from Bad Ass, instantly catches attention of the customer. It gives whole new prospective to people about using washroom especially public washrooms in airplane, hospital etc. The Print Ad depicts different people in Ying-Yang position. It looks bit awkward at first but beautifully conveys the message and the benefit of the product. Ad shows a woman & a man sitting in toilet position but in this case instead toilet it is each other’s base buttock. And ad communicates that if you are not using paper toilet seat cover then you might be sitting on someone else’s hairy butt.

Credits
Brand: Hygienex
Campaign: Save yourself from Bad Ass
Advertising Agency: Grey, Indonesia
Executive Creative Director / Creative Director: Randy Rinaldi
Art Director: Kevin Reinaldo
Copywriter: Zega Rizaldi

Tags:
Health, Print Campaign, Print Advert, Creative Illustration, Awareness

The new invention prototype promotes the brand’s partnership with new “Gears 5” first-person shooter game and connects gamers and their followers on Twitch. Pringles has been growing its presence in the gaming world and more than doubled its investment in eSports in 2019. For its promotion with “Gears 5,” each Pringles can has a code that can be used to unlock a three-day boost in the game.

Pringles has hired Twitch gaming influencers Criken, DexBonus, and Strippin to beta-test the Hunger Hammer playing “Gears 5” during live streams over the next few weeks and is running ads on Twitch to promote its “Gears 5” partnership.

Pringles Hands Free “Hunger Hammer” hands-on

Credits
Advertising Agency: Grey, New York, USA
Chief Creative Officer: John Patroulis
Deputy Chief Creative Officer: Jeff Stamp
GCD / Art Director: Leo Barbosa
GCD / Writer: Cuanan Cronwright
ACD / Writer: Tan Erginay
ACD / Art Director: Robert Jencks
Art Director: Shannon Smith
EVP, Global Account Director: Brian Weston
SVP, Account Director: Nicole Nazarenus
Account Supervisor: Amanda Lederman
Executive Strategy Director: Howard Roberts
Senior Planner: Nicolas Pilaprat
Senior Digital Producer: Lakota Crofut
GCD / Creative Technology: Mauricio Ruiz
Senior Print Producer: Chris Miller / Townhouse
VP / Executive Integrated Producer: Kimberly Kietz
Project Manager: Grace Juster
Music Producer: Kurt Steinke

Tags:
Innovation, Technology, Gaming, Direct Marketing, United States, Food, Pringles, Grey

Volvo Cars’ ambition that at least 25% of all plastics in cars launched after 2025 will be made from recycled material. It’s the most progressive statement around the use of recycled plastic by any premium automotive manufacturer, and is another step in our sustainability journey.

“Volvo is continually seeking new ways to reduce our environmental impact across the board. We are demonstrating our intention by building a demo version of the XC60 T8 plug-in hybrid, which made its debut at the Ocean Summit, at the Volvo Ocean Race Gothenburg Stopover. The race’s focus on sustainability is in partnership with the United Nations Environment’s Clean Seas campaign, which asks individuals, governments and business to ‘Turn the Tide on Plastic’.

This specially-built version of the XC60 looks almost identical to the existing model, but has had over 60 kilos of its plastic parts replaced with parts made of recycled materials.

Some of the 170 recycled plastic parts include the tunnel console that runs down the centre of the front seats, made from renewable fibres and plastics from discarded fishing nets and maritime ropes.

The seats are sewn from two different kinds of textiles, both of which are made from recycled plastic bottles. The vacuum reservoir under the bonnet, which helps to regulate the turbo engine pressure, is made of recycled fabrics from airbags. The plastic coating is taken from the fabric left over when airbags are cut out. It’s then broken down and reconstituted to make hard plastic.
The hood absorber that sits under the bonnet and helps to absorb sound, is made from used Volvo car seats. The plastic foam inside the seats is taken, processed and formed into a sound absorber layer.”

Read more

Credits
Brand: Volvo
Campaign: Volvos Are Rubbish
Advertising Agency:Grey, London, United Kingdom
Creative Chairman:Adrian Rossi
Creative Director:Joseph Ernst
Creative:John Gibson, Sam Haynes
Agency Producer:Glen Mcleod
Production Company:Wren Agency
Business Director:Tim Rogowski
Account Director:Max Arkell
Photographer:Felicity McCabe

Tags:
Print, Automotive, Volvo, Volvos Are Rubbish, Volvo Plastic Car, Outdoor, poster, OOH Advertising, Creative Print Ads, Print Advertising, Volvo XC60

Two girls from Banwari Tola, a backward village in India, challenged deep-rooted stereotypes by taking over their father’s barbershop, a profession solely reserved for men. Can their story inspire the next generation to rethink the gender biases they’re growing up with?

Gillette saw this as the perfect story to drive the change in mindsets that they wish to see. They told this inspiring story through the eyes of an 8-year-old boy, who witnesses gender biases around him and is conditioned to think it’s normal. That’s until he meets these two girls running a barbershop, which compels him to question everything he’s been growing up with.

This was the first time in India that a men’s brand featured women as protagonists of their film and showed the importance of having positive role models for the next generation of men.

View this post on Instagram

A First for me! You may not know this, but I have never gotten a shave from someone else before. That record has been shattered today. Such an honour to meet the #BarbershopGirls and present them the @gilletteindia Scholarship. #ShavingStereotypes #DreamsDontDiscriminate

A post shared by Sachin Tendulkar (@sachintendulkar) on May 3, 2019 at 7:47am PDT

Karthik Srivatsan, associate director and country category leader, shave care, Indian sub-continent at P&G, said Neha and Jyoti(Barbershop Girls of India) and the entire village of Banwari Tola are an example of how when we take positive actions, we create meaningful change and set the right example for the next generation. “Gillette is proud to further enable their dream through our ‘Safalta Apni Muthi Mein’ program. It’s time we acknowledge that brands, like ours, play a role in influencing culture. Our actions need to inspire us all to be better every day and to help create a new standard for boys to admire and for men to achieve. Because the boys of today are the men of tomorrow,’’ he added.

Small creative inputs such as the government’s campaign ‘Beti Bachao, Beti Padhao’ (Save the daughter, educate the daughter) mural on one of the village walls and the background score inspired by the Sohar — a traditional folk song sung in celebration at the birth of a boy — further adds to the gender equality message. Gillette’s ad agency has added a twist in the lyrics towards the end challenging the tradition and urging people to equally celebrate the birth of a girl, for even she can change the family’s fortune.

Sandipan Bhattacharyya, chief creative officer, Grey Group said, “Gillette, as a progressive man’s brand, believes in and propagates topics that are relevant to raising and inspiring the future generation of men. And with this campaign and a powerful message like ‘Shaving Stereotypes’, Gillette drives home a point that has utmost relevance in the times we live in. The boys watching today need inspiring role models so that they grow up to be better men.”

Source

Tags:
India, Gillette, Diversity, Advertising, Digital, Digital Advertising, Entertainment, Events, Marketing, Media, Mobile, Social Media, Creative, Brand, Gender Stereotype, #ShavingStereotypes, Gillette India, Barbershop Girls of India, Grey, Advertising Agency, Sachin Tendulkar, Beti Bachao Beti Padhao