Page 53 - AdNews magazine Mar-Apr-May 2023

SOCIAL MEDIA CAMPAIGN OF THE YEAR
FINALISTS
Host/Havas
Host/Havas, for The Australian Federal Police (AFP), created over six hours of gripping, binge-worthy recruitment ads
- not in the traditional ad sense, but a six-part true crime podcast called Crime Interrupted. Co-created with Casefile, the campaign opened the vault on some of the country’s biggest criminal cases, from human trafficking to impending terrorism attacks, and showed how a diverse range of skillsets
WiredCo
WiredCo. for Pizza Hut Australia created ‘Pizzas for Podiums’ during the 2020 Olympics where the more medals Australia won, the more pizza they gave away in real-time on social media platform Snapchat. Gold equaled 1,000 free pizzas, Silver 500 and Bronze 200.
If Gen Z’s consideration of your brand was rapidly declining and you had 1/10th your competitors' marketing budget, would you play it safe or be brave and socially hijack a global event in-realtime? For Gen Z, there’s something
The Monkeys
The Monkeys, part of Accenture Song, for UN Women Australia, created ‘Empower Moves’, a TikTok dance that was a carefully choreographed sequence of basic self-defence actions easy for girls to reenact. A diverse selection of influencers developed the dance to look like a typical dance trend allowing it to gain traction whilst retaining the organic feel.
The UN name is famous internationally but locally, UN Women Australia and their gender equality agenda were relatively
was instrumental in bringing them down.
The AFP is the federal
law enforcement agency of
the Australian Government, tasked with investigating
and preventing serious crime ranging from terrorism to human trafficking. However, as serious crime becomes more complex, the skillsets required tostayastepaheadofit-and the people required to prevent it - have become more diverse.
awesomely attractive about the Olympics, with 81% claiming to be interested in the games.
“But for any brand brave enough to attempt a slice of the Olympic action without paying a hefty fee to the IOC, there’s Olympic sized consequences (financial and reputational) for breaking their ‘ironclad’ rules. We didn’t pay a cent, but that didn’t stop us from daring to socially hack the biggest event on earth, creating ‘The most successful social campaign in Pizza Hut’s 50 year history’.”
unknown. Even less so when it came to girls under 18.
“UN Women Australia wanted to provide a practical way for
girls to feel less vulnerable and take control of their experience aligning activity with International Day of the Girl. The theme for International Day of the Girl
was ‘Digital Generation’ and UN Women Australia had tasked us with finding a way to reach Aussie girls. Our challenge was that awareness of UN Women Australia was extremely low.”
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