Innovative Use of Media

Gold
CAMPAIGN
Amnesty Unblocker
AGENCY
Colenso BBDO
CLIENT
Amnesty International
BRAND
World Day Against Cyber Censorship
DETAILS
Amnesty International are a global not for profit organisation who “campaign for justice wherever it has been denied.” In particular, they focus on defending human rights to freedom and truth.

New Zealand is globally recognised for being one of the least corrupt countries in the world, with a high value on freedom of speech and open communication. Therefore, Amnesty New Zealand were in a unique position to spearhead a global campaign advocating for cyber freedom.

Whilst the internet was meant to be a tool that liberated information, the reality is that this remains an unrealised goal for many people around the world. 33% of all internet users do not have uncensored access to the world-wide web1.
Our challenge was to find a way to shine a light on this – to highlight the growing issues of online censorship and surveillance and to draw the world’s attention to World Day Against Cyber Censorship (WDACC).

So, we created a unique partnership between Amnesty NZ and AdBlock that saw our campaign reach 330 million people in 48 hours2, with the message of cyber freedom being seen more in China & Russia than any other countries in the world.

Rather than just preach the Amnesty International message, we turned to some of the world’s most recognisable names in the ongoing fight for freedom from censorship and surveillance with the aim of letting them tell their stories in their own words – Edward Snowden, Russian musician and anti-government activists Pussy Riot and Chinese dissident Ai Weiwei.

This gave us standout content that would talk directly to some of the most important issues in markets where Amnesty International usually struggles to be heard.
CAMPAIGN
Snickers Hungerithm
AGENCY
Clemenger BBDO
CLIENT
MARS Australia
BRAND
Snickers
DETAILS
Marketers can’t help but feel a bit envious of SNICKERS.
 
Its global brand platform ‘YOU’RE NOT YOU WHEN YOU’RE HUNGRY’ cuts-through with engaging stories of Betty White being tackled into mud or Mr. Bean as a mistake-prone Ninja.
 
 
But there’s a few battles for SNICKERS beyond its iconic TV ads.
 
Chocolate bars are one of the most frequently promoted categories in Food.
 
Every week shoppers are spruiked with ‘$1 each’ or ‘buy 2 for $3’ from a range of much-loved brands. Shoppers are being trained to look out for the little yellow price ticket and not always the brand they want. This has resulted in 56% of chocolate bar sales now being sold on promotion in convenience channels.
 
Adding to the challenge is the increased dominance of retailers demanding stricter terms of trade.
 
Australia’s two major Grocers, Coles and Woolworths, demand exclusive product lines, significant trade expenditure and slashed price points just to get your brand in the door. Such behaviour is becoming common in the Convenience channel; a heartland for chocolate bars.
 
It’s now just as important to grow their business as your own.
 
And finally, the elusive Millennial.
 
A major factor driving category stagnation is amongst Millennials (18 – 35 year olds), where category penetration has declined at 6% since 2007 as they are starting to opt for bite-size chocolate or other ‘healthier’ alternatives.
 
Recruiting this age cohort into brands is critical to help protect future value, given repertories can become ‘fixed’ in one’s early 20’
 
But their preferences have shifted away from the TV screen and towards the smart phone or laptop We couldn’t just rely on our distinctive TV copy to engage or reach them.
 
We needed to find a way to make the SNICKERS story more relevant to Millennials when it seemed that price was everything.
 
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