Skin cancer rates have been on the rise among young people, with increased exposure to harmful UV rays being a major contributor. Recognizing the need to raise awareness and promote prevention measures, a creative collaboration between gamers and health advocates has emerged.

The concept is simple yet powerful: by integrating skin cancer prevention messaging into the gaming experience, young players can learn about the importance of sun protection in a way that resonates with their interests. The Mini Shield, a staple in Fortnite gameplay for its protective properties, has been reimagined to serve a dual purpose.

Now, when gamers encounter the Mini Shield in the virtual world, they not only gain a 20% boost in protection for their in-game avatar but also receive a valuable reminder of the importance of protecting their skin in the real world. The correlation between the increased protection in-game and the rising incidence of skin cancer among young people serves as a sobering yet motivating statistic.

But the initiative doesn’t stop there. Embedded within the item’s description is a promotional code offering a 20% discount on sunscreen, further incentivizing players to take proactive steps to safeguard their skin. This simple yet impactful gesture not only encourages responsible gaming habits but also promotes healthy lifestyle choices beyond the screen.

By harnessing the immense reach and influence of gaming culture, this innovative campaign Shield Against Cancer seeks to make a tangible difference in the lives of young people. Through strategic partnerships and creative interventions, it aims to turn virtual experiences into real-world actions that can save lives.

The beauty of this initiative lies in its ability to seamlessly integrate health messaging into the gaming landscape, leveraging the power of storytelling and interactive gameplay to educate and empower players. It represents a new frontier in health promotion, where digital platforms serve as catalysts for positive behavior change.

As young gamers continue to immerse themselves in virtual worlds, initiatives like this remind us of the potential for gaming to not only entertain but also educate and inspire. With each shield collected and each sunscreen purchased, players are not just gaming—they’re actively participating in the fight against skin cancer.

In the battle against a formidable foe like skin cancer, every ally counts. Through innovative approaches like the Fortnite Shields Up initiative, we can harness the collective power of gamers to create a brighter, healthier future for generations to come. So, next time you pick up that Mini Shield in Fortnite, remember: you’re not just protecting your avatar, you’re protecting yourself against a very real threat.

Credits
Advertising Agency: Bendita Carpeta
Creative Director: Gian Hernández Fernández
Art Director: Lesly Melgar Arrazabal
Campaign: Shield Against Cancer

This campaign is about:
Skin cancer prevention, Fortnite Mini Shield, gaming for good, skin protection awareness, UV protection in gaming, skin cancer awareness initiative, video games and health promotion, promoting sunscreen use, gaming community initiatives, skin cancer prevention campaign, Fortnite skin protection, sunscreen discount code, youth health awareness, gaming for skin health, virtual world interventions, raising awareness through gaming, interactive health messaging, promoting sun safety, digital gaming and health education, Gaming, Health, Pharmaceutical, Epic Games, Fortnite video game.

Every time an artist uses a song from the Parkscapes album, all the licensing fees, royalties, and residuals will be paid directly to the RPSM to fund musical education.

Frank reached out to Taylor Swift with the samples, and she instantly loved the music and the noble cause behind it. Taylor swift’s song, It’s nice to have a friend uses a composition from the Parkscapes album.

This turned out to be a great way to fund musical education at RPSM. This also gives the power of self-sufficiency to the school, instead of dwelling on free donations.

 

 
Credits
Campaign: Sample School
Album Title: Parkscapes
Client: Regent Park School of Music
Jasper Gahunia, Faculty, Regent Park School of Music
Wes Allen, Faculty, Regent Park School of Music
Richard Marsella, Executive Director, Regent Park School of Music
Jane O’ Hare, Executive Director, Regent Park School of Music Foundation
Composer: Frank Dukes
Agency: BBDO Toronto
Chief Creative Officer: Todd Mackie
Chief Creative Officer: Denise Rossetto
Associate Creative Director: Rana Chatterjee
Associate Creative Director: Jeff Cheung
Sr. Designer: Mike Nugent
SVP, Planning: Tom Kenny
Group Account Director: Tania Montemarano
Account Supervisor: Sagi Mamalider
Director, Data Analytics and Insights: Curtis Rushing
PR: Shannon Stephaniuk, Glossy
Production Company: Flare BBDO Toronto
Executive Producer: David Lembke
Director: Jordan Dashner
Director of Photography: Luke McCutchenson
Audio: Stuart McLean
Post/Editor: Ted Husband

Americans love listening to the radio while driving. The task at hand is to make them switch to Spotify’s Daily Drive playlist which is a complete package including music, podcasts and news. We realised radio glitches and bad frequencies make people switch off the radio instantly. We’ll take advantage of this insight by creating Spotify’s Trojan Radio Jammers. A Trojan Radio Jammer is a low power radio station made out of a transmitter, an antenna and an audio source. So, we will take these jammers and jam the radio signals on some of the busiest streets in America. As it’s cheap and easy to make, we will place it in plain sight and drop hints to indicate it’s Spotify’s doing. Lastly, by using the old principles of radio, we will leave a direct radio message in favour of Spotify.

This project was created for One Show’s Young Ones Brief Awards.

Credits
Brand: Spotify
Campaign Title: Spotify Trojan Jammers
Advertising School: Miami Ad School, Mumbai.
Copywriter: Anisha Chavan, Nagma Dhingra
Art Director: Nihal Bambulkar, Kanchi Undevia
Mentor: Deep Chhabria & Siddhi Ranade

Tags:
Technology, Innovation, Young Ones Brief Awards, Music, Audio, Trojan, Innovative Campaign, The One Club, Radio Campaigns

Every four years, the Irish Rugby Football Union sees an influx of supporters for the national team – not only in the country but around the world. The Rugby World Cup is a competition that all die-hard and fair-weather fans get behind and Irish supporters are notorious around the world for their dedication to supporting their country. This year, however, the World Cup will take place over 13,000 kilometers away in Japan. Upholding the belief that rugby should be a sport for all to participate in and enjoy, the IRFU wanted to make sure every supporter could follow Ireland in the competition – no matter what.

Standing #shouldertoshoulder with all Irish rugby fans and players, the IRFU teamed up with ROTHCO, part of Accenture Interactive, to help those who would struggle to support Ireland. Although many fans must overcome physical distance, time difference, and access to viewing matches during this time, ROTHCO, part of Accenture Interactive, identified one specific audience that needed the IRFU’s help: color-blind fans.

Those who are color-blind – or suffer from a color deficiency – typically have difficulty distinguishing between shades of red, yellow, and green, with colors appearing much duller than they should. Red-green deficiency is the most common, with blue-yellow (difficulty distinguishing between blues, yellows, and greens) also affecting a much smaller portion of the population. Over 250,000 Irish fans are color-blind: 1 in 12 men, 1 in 200 women. That’s over 250,000 fans who would struggle to watch Ireland play.

The IRFU’s new campaign tells the story of one such fan. Bobby Blakeney, who has been an avid rugby supporter for 74 years, suffers from severe color-blindness and is unable to distinguish accurately between green and red. Bobby rarely attends live matches and risks mistaking players for those on the opposing team when watching – even when he’s at home. The IRFU and ROTHCO, part of Accenture Interactive, set out to change this.

To help Bobby – and all 250,000 color-blind fans across the country – see the emerald green of Ireland, the ‘See Green’ Google Chrome extension was built. The tool allows color-blind users to apply a color overlay to a video by adjusting the hue, saturation, and contrast. As color blindness varies from person to person, the tool needed to be simple to use but capable of delivering a personalised experience. Thus, a slider-based solution – calibrated by using the IRFU logo – easily alters the contrast of the shades on screen. The extension can be used on the desktop for any matches that are being streamed legally, enriching the experience across all spectrums of color-blindness. Although only 5% of the population is color-blind, they are as important to the IRFU as any fans, deserving to stand #shouldertoshoulder with all those who love rugby.

Adam Crane, Creative Director at ROTHCO, part of Accenture Interactive, says: “Inclusivity is central to Irish Rugby and the team stands shoulder to shoulder with fans. With this campaign, we wanted to explore this idea even further. Colour vision deficiency and color blindness only affects approximately 5% of the population, but we felt that it was a group of fans that we could and should help. See Green is a simple tech fix that can improve the flow of matches for this group. All our research suggests that we have made it a more enjoyable experience following the men in green.”

Philip Browne, CEO of IRFU, adds: “The IRFU are pleased to work with ROTHCO on this innovative solution for those who are color-blind. People know all about the importance of the green jersey and getting behind the green team, but for some, it is difficult to distinguish between Ireland’s green and the color of the opposition jersey. Sports fans from all over the world who experience such issues can now see things clearer. While this tool had been developed with Irish Rugby fans in mind, the solution can help people everywhere to see a whole new world of color. We hope that people will now See Green for the first time.”

The technology will be available to download for free from the 19th September with an accompanying video telling the story of Bobby – and his reaction to See Green – also live on IRFU YouTube, Facebook and Twitter channels. A campaign website has been set up to house the technology, featuring instructions on how to download the extension and a series of ‘memorable Irish rugby moments’ that can be altered with See Green ahead of the World Cup.

About ROTHCO
Over the past 23 years, ROTHCO has risen to become a leading creative agency in Ireland. But they have always been driven by a global ambition. To this end, they have produced campaigns that have run in 23 markets, for brands such as Heineken, Aon, Unilever, AIB, Hailo/MyTaxi, Rory McIlroy Inc., Kodak and Tesco.

Their work has been globally recognised with awards from every major global awards show and in 2018 they took home 117 international awards, including the coveted Cannes Lions Grand Prix in the Creative Data category.

In 2018 they spoke for the fourth time at The Cannes Lions International Festival of Creativity. This followed an acquisition deal with Accenture Interactive earlier in the year, giving their ambitions an exciting new edge.

Credits
Client: Irish Rugby Football Union
Campaign: See Green
Chairman Commercial & Marketing Committee: Damian Devaney
Commercial & Marketing Director: Padraig Power
Communications Director: Stephen McNamara
Digital Marketing Manager: Barry Cunningham
Marketing & Sponsorship Manager: Jessica Long

Agency: ROTHCO
Creative Director: Adam Crane
Copywriter: Eoin Conlon
Senior Account Manager: Andy Williams
Executive Producer: Al Byrnes
Strategist: Bronagh O’Donovan
Assistant Producer: Hannah Gallagher
Technical Director: Daire Lennon
Developer: Niall Eccles
UX Design: Stephen Flynn
Digital Project Manager: Orla Daly
Social Lead: Colm Cusack
Director: Jake Viramontez
Director of Marketing: Jill Byrne

Tags:
Innovative Campaign, Technology, See Green, Rugby

Bridge Music Academy, a premier music school in Delhi-NCR has launched an integrated campaign where it has used music to fight the persisting problem of racism in the society. ‘The Racist Cover’

Racism divides, music unites.To show the effects of racism, we set out to create a special keyboard that represents our world marred by racism. Just like our world which has no place for minorities, our keyboard had no place for black keys. Just the white keys. We invited the World’s Fastest Pianist to play ‘My Heart Will Go On’ from Titanic. The Racist Keyboard distorted this beautiful song because Racism = No Harmony. An innovation from Dentsu Webchutney Innovation Lab.

As part of the campaign, kids from age group 10-12 were asked to play a famous song. Unaware that they are playing the racist cover, the kids were asked to identify the song. All of them failed to recognize the song. They were then asked to play the song again, this time the normal version. The kids were shocked to find out the difference the presence of black keys made.

Credits
Agency – Dentsu Webchutney Innovation Lab

This Video is related to:
Bridge Music Academy, Racism, Dentsu, Webchutney Innovation Lab, integrated campaign, Innovative campaign, Digital Campaign, Advertising, Technology, The Racist Keyboard, The Racist Cover, music school, Dr Aman Bathla