Integrated Use of Media

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CAMPAIGN
How the world met Graham
AGENCY
Clemenger BBDO
CLIENT
Transport Accident Commission (TAC) Victoria
BRAND
Road safety awareness
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 vulnerability online, in-person, and in the news.
 
‘Graham’ was an overnight success with his iconic form seen on the news across the world; helping prompt a global conversation about our vulnerability.
 
He was covered by over 2,500 individual news stories in over 50 countries from broadcasters as diverse as CNN, The Guardian and TheLadBible, was viewed over 33 million times, and earned over $24 million in coverage – without a cent spent on paid media.
CAMPAIGN
Dads #ShareTheLoad
AGENCY
BBDO India
CLIENT
Procter & Gamble
BRAND
Ariel Matic
DETAILS
Sequels are notoriously difficult; be it movies or brand campaigns. They fail when the original premise is rehashed without building the overall narrative.
 
In 2015, Ariel raised the issue of gender inequality with a provocative question “Is laundry only a woman’s job?” The #ShareTheLoad campaign generated immense positive attention for the brand, growing Ariel Matic’s sales by 62%.
 
In the 2016 sequel (focus of this case): ‘Dads #ShareTheLoad’ exposed how the burden of housework on women is passed down generations; taking audiences further into the heart of the issue of gender inequality to start solving the problem.
CAMPAIGN
House of Little Moments Season 1+2
AGENCY
ADK Taiwan
CLIENT
Uni President
BRAND
Uni Noodle
DETAILS
Uni-Noodle takes pride in keeping to its roots of traditional flavoured products.  This however is a struggle when many competitors started launching alternative flavoured products complete with various condiments; and Uni-Noodles was losing market share especially with the younger generations who do not feel connected with this old brand.
 
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters