Windy Retreats
Summary: Wind turbine projects are often hindered by ‘not-in-my-backyard’ mindsets. Therefore, we invited Danes to try life as a wind turbine neighbor during the autumn holidays. There were a total of 1,277 booking requests, and it was quickly sold out.
National media covered the campaign and this allowed Danes to see what it’s really like to live close to the green transition.
After the campaign, 76% of all adult Danes said they were aware of the campaign. Of these, 28% (900,000 people) responded that they now viewed wind turbines more positively.
Lead Agency(s): Robert/Boisen & Like-minded
Contributing Agency(s): Gobsmack Productions
Client / Brand: Andel
Effie Award(s): Bronze
Finding Samaritans amongst the keenest of listeners
Summary: This story proves good marketing can help beat all kinds of norms. Dublin Samaritans had never run a recruitment campaign. With a spend of just €2,500 they broke application records, solving critical gaps in their helpline roster as a result.
As a non-profit, efficiency was critical. With this highly contextual idea Dublin Samaritans achieved very high quality targeting, maximising campaign efficiency. Most importantly for a non-profit, this campaign produced a template Samaritans can repeat and replicate across branches to guarantee anyone in distress has someone to listen
Lead Agency(s): Droga5
Client / Brand: Dublin Samaritans
Effie Award(s): Gold
Unexpected Heroes
Summary: Old Spice turned deodorant scents into mysterious gamer aliases, infiltrated livestreams natively, and created unscripted, real-time entertainment that blurred the lines between gaming and branded content.
Nicknames became media space, chat became the story engine and a native, gamified media channel was born. Old Spice didn’t just use a platform differently: it redefined how brands can live inside gaming culture.
Lead Agency(s): LEO BURNETT BUCHAREST
Contributing Agency(s): Aggero, New View
Client / Brand: Procter & Gamble Romania / Old Spice
Effie Award(s): Silver
HOUSE-BOXES
How to raise an impossible amount $8,900,000 when communication must be at the maximal level and the budget at the minimum?
Summary: Nova Post, by raising for new air defense equipment with Come Back Alive Foundation, used owned resources as a donation platform. Boxes, as a well-known brand attribute, became a fundraising symbol. We turned boxes into houses, intact and full of life, which symbolised the success of our Air Defense. Every parcel became a donation, a media and message. The more people learned, the more they donated.
Lead Agency(s): BetterSvit, Media First Ukraine
Client / Brand: Nova Post / Nova Post, Come Back Alive
Effie Award(s): Gold
