Insights / Strategic Thinking

Silver
CAMPAIGN
Snickers Hungerithm
AGENCY
Clemenger BBDO
CLIENT
MARS Australia
BRAND
Snickers
DETAILS
The Transport Accident Commission of Victoria, Australia wanted to start a conversation about our physical vulnerability to road trauma. Problem is, Victorians don’t want to talk about it.
 
We provoked them with ‘Graham’, a lifelike sculpture that shows how the human body would have to change to survive a car crash. As a meeting point of art, science and road safety, ‘Graham’ became an educational tool to learn about our vulnerabilities in person, online, and in the news.
 
‘Graham’ was an overnight success with his iconic form seen on news and diverse publishers across the world; helping prompt a global conversation about our vulnerability to road trauma.
He earned $25 million in media coverage and is a memorable road safety message for Victorians.
 
CAMPAIGN
Correcting History
AGENCY
TBWASantiago Mangada Puno
CLIENT
Campaign Against the Return of the Marcoses to Malacañang (CARMMA)
BRAND
Public Awareness and Petition
DETAILS
In 1972, Philippine President Ferdinand Marcos declares Martial Law, setting forth the bloodiest era the country has ever experienced.
 
In Feb. 1986, Philippine People Power ousts the Marcos Family.
 
By Nov. 1991, the Marcos family is allowed back to the country from exile.
 
30 years later, his son, Ferdinand Marcos, Jr., is the vice presidential favorite during the 2016 National Elections due to his popularity with a new generation: the Millenials, 40% of the voting population.
 
The Millennials remain ignorant about the atrocities of Martial Law because their school textbooks, published during Marcos years, were never revised to reflect the truth.
 
To counter misinformation and fill in the gap, we needed to educate the youth and furthermore, create urgency for the authorities to take action and revise history curriculum in schools.
 
Thus the birth of Correcting History, a social experiment turned online video that exposed the truth about Martial Law victims to Millennials to ensure that history would not repeat itself.
 
We tied up with CARMMA, a community of Martial Law survivors, and invited them to disguise as reporters and interview Millennials about Martial Law. Afterwards, they revealed their identity and recounted their experiences of imprisonment, torture and rape.
 
We recorded the actual encounter of Millennials hearing the truth for the first time and tactically released the footage on a platform where they access information, express opinions and identify themselves – Facebook. We used our millennial respondents’ reaction to instigate action from other Millennials.
 
The online video was strategically uploaded exactly a week before elections to influence their voting decision. In addition, the video also asked the public to petition the Department of Education to revise Filipino history books.
 
In a day, the video received over 1 million views and over 25,000 signed the petition. It was also picked up by various news and media outlets reaching over 5 million people in a week.
 
More importantly, after the video was launched, polls showed Marcos’ numbers dropping. On election day, he eventually lost the Vice Presidential race by the slimmest of margins. And ultimately, on September 2016, the Department of Education agreed to revise the curriculum, with the concept of human rights to be taught as early as grade 2.
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