In the vast world of football, where the roar of the crowd often drowns out the voices of the unheard, MEO’s campaign, “Forgotten Team,” emerged as a poignant tribute to the workers who sacrificed their lives for the grandeur of the World Cup. From the heart of Portugal, a nation deeply connected to the issue of immigrant and overseas worker rights, this campaign took an unexpected turn when football authorities banned its symbolic jersey during a crucial match.

#ForgottenTeam #StandForJustice

MEO, a longstanding sponsor of the national team and Portugal’s leading broadcaster, found itself at the center of controversy when its campaign sought to shed light on the human rights abuses surrounding the construction of the World Cup infrastructure. The Forbidden Team’s jersey, inspired by the workers’ vests and adorned with Article 4 of the Human Rights Act, became a rallying point for bravery and virtue in the face of censorship.

In response to the ban, Dentsu Creative partnered with Amnesty International to breathe new life into the campaign, turning it into a powerful movement against human rights abuses. The Forbidden Team’s jersey, in electric yellow with reflective bands and the symbolic number 4 on the back, now featured a QR code, inviting fans to contribute to the cause and support the victims’ families.

The jerseys became a symbol of solidarity and resistance, distributed strategically at football stadiums to stand out amidst the celebratory sea of colors. Despite the ban, the Forbidden Team’s jersey found its way into the hands of store employees, migrant ambassadors, and even infiltrated FIFA hacks, symbolizing a nation’s refusal to be silenced.

The impact on the Portuguese people was profound, as the abuses in Qatar struck a chord with a nation intimately connected to the struggles of immigrants and overseas workers. The campaign’s reach was staggering, touching 98% of Portugal and garnering over 1.5 million in earned media. Remarkably, it achieved a 78% approval rating, surpassing evaluations of heavyweight sponsors from sports, alcohol, and fast food industries.

Beyond the immediate success, the Forgotten Team’s legacy endures. The jerseys are now being sent to future World Cup hosts, serving as a poignant reminder that workers’ rights should never be forgotten. The campaign demonstrated that a brand can stand for something more than profits, proving that people will rally behind those who take a stand for what they believe in.

In the end, MEO’s Forgotten Team became a beacon of courage, turning adversity into an opportunity to champion human rights, leaving an indelible mark on the intersection of sports, activism, and social change.

Credits
Client: Amnesty International
Advertising Agency: Dentsu Creative

This campaigns is about:
Forgotten Team, Tribute, Campaign Against Human Rights Abuse, Dentsu Creative, Amnesty International, Article 4 of Human Rights Act, QR Code, Qatar, World Cup Campaign, Social Activism, Sports, Worker Rights, FIFA, Social Change.

 
 
The execution:
Unit9 created a series of multiplayer mini-games themed around the Year of the Tiger, activated via a QR code on the back of special edition Coca-Cola cans. Using intuitive controls, the games are designed to be easily played and understood by everyone, appealing to family members of all ages. Players can control gameplay using their head movements, voices, and facial expressions, breaking the boundaries of what can be done on WeChat to create a dynamic and super fun experience. The experience also includes a ‘tiger coins’ reward system where players can redeem prizes when they win points in-game.

The project entailed extensive research into the WeChat platform to first understand the limitations and then see how Unit9 could break through them to create something that has never been done before. To achieve maximum creative freedom, they developed the entire activation as a robust standalone website that can only be accessed through the WeChat browser, effectively opening up extensive possibilities for body and face tracking and unlocking greater control over asset creation.
 
Result:
Working with a global team across various time zones, Unit9 successfully delivered a project that’s all about pure fun and enjoyment – plus they learnt a bit of Chinese along the way! With beautifully crafted design and innovative technical solutions that hacked the platform’s capabilities, the Coca-Cola Chinese New Year games mark a new standard to uphold for any future WeChat activation.

Credits
Agency: Ogilvy & Unit9
Campaign: Chinese New Year Games
Tags: Digital Games, Coca-Cola Chinese New Year games, Chinese New Year campaigns

 
This campaign acts as an eye-opening visual for New Zealand residents to be careful while crossing level crossings, highlighting the importance of their life and the train drivers’ problems.

Credits
Brand: KiwiRail & TrackSAFE NZ
Product: Rail Safety
Campaign: Near Miss Memorials
Agency: DDB

An algorithm extracted data from the NYC Dog Licensing Dataset, linked each dog to a Puppo health benefit, and used a modular copy and art direction system to generate a unique ad for every dog.

Owners were targeted by ZIP Code with posters, digital OOH and digital display. Each ad started a shopping experience tailored to their dog.

In one week, the personalised ads saw an increase in website users of 68%, of which 28% came directly from our posters. There was also a 144% increase in organic searches for Puppo.

Kimberley Ragan, Colenso BBDO creative director, explained, “We all love our dogs, and having your dog, with all his or her unique personality quirks, pigeon-holed into small, medium or large breed, isn’t always what’s best for the dog.

“Straying from the typical one-ad-for-100,000 consumers format, instead creating one ad for each of the 100,000+ dogs who live in New York City, allowed us to connect with owners in a more meaningful way, and help them find the right diet for their pup.”

Puppo – Every dog has its ad from Colenso BBDO on Vimeo.

Credits
Client: Puppo
Leonid Sudakov – President, Kinship
Winson Wong – Head of Kinship Labs
Adelyn Zhou – Head of Marketing, Puppo
Carrie Deverell – Head of Corporate Affairs, Kinship

Lead Creative Agency: Colenso BBDO Auckland
Media Agency: Mediacom US & Milk Money
Consumer PR Agency: DKC
Social Agency: SocialFly

Source

Tags:
Innovation, QR Code, petcare, OOH Campaign, digital display, Out of home advertising, Technology, Health, Dog

Reebok – a brand that believes in the power of moving (that sports can change lives) – is now launching Reebok To Go, an alternative to the e-scooters, and the first rentable sneaker service ever. Why ride when you can use your feet? With Reebok To Go, there is no excuse. Reebok To Go works similarly to rental scooters. The shoes are equipped with a QR-Code you can scan with your phone. Once you have entered your details, it’s just a case of putting them on and away you go. The soles of the shoes also have a GPS tag so that each pair can be tracked on a map. Reebok To Go is a reminder of the importance of getting your daily exercise. If we can get more people to rediscover their feet through this initiative, that would be a step, well many steps, in the right direction.

Major European cities like Stockholm are being invaded by electric scooters. They have become immensely popular but are also creating debate and are currently a hot topic in the news. Some hate the scooters, but others love them. The main arguments for the scooters have been hard to argue against. Not only are they a fast and cheap alternative to cars, but they are also electric (sustainable) and contributes to less congestion on the roads. However, recent research in Sweden shows that only 2 in 100 journeys replace cars. In almost all other cases, the scooter replaces people walking. So, even though its still faster, it is not cheaper or more sustainable. And, more importantly, it contributes more people moving even less, which in turn affects people’s health. And recent statistics from the WHO show that fewer and fewer people get enough exercise.

Credits
Brand: Reebok
Advertising Agency: M&C Saatchi, Stockholm, Sweden

Tags:
Sweden, Fashion, Reebok, M&C Saatchi, E-scooters, Rentable Sneaker, Rental Scooters, QR-Code, GPS, Technology, Innovation, Tech News, Electric Scooters

Ogilvy & Mather HK – Blockbuster Pizza Box

The pizza box also has a QR code printed on it. When scanned, users get access to a list of free movies they can watch on their pizza projector. Check out the pizza box movie projector in action below.