Page 50 - The EDIT | Q3 2017

50
Ideas
Brewtroleum | Heineken New Zealand
Titanium Lion Winner
DB Export has always been a beer that had led the way in New Zealand — the creative platform that this work was operating under was ‘DB Export — Made By Doing’ which celebrates the pioneering history of both the beer and also its founder, Morton Coutts. Our idea was to turn drinking beer into a selfless act of environmental heroism. So we took the surplus yeast leftover after we finished brewing DB Export, and used it to create a biofuel called DB Export Brewtroleum. Brewtroleum emits 8% less carbon than traditional petroleum, so every time a man drinks DB Export, he’s helping to save the entire world.
Kiwi blokes didn’t need another cliché beer ad
“This was a PHD campaign, I thought it was really fabulous. We had a huge cross-section of different pieces of work.”
Mike Cooper, Worldwide CEO
http://bit.ly/2y2wC1k
Yasmin’s Sex-Ed Revolution | Bayer
Silver Mobile Lion
In China, it’s not uncommon to see ‘2 for 1’ offers on abortions — the second most popular method of ‘birth control’. Bayer challenged the government’s tight regulations on advertising contraceptives
and cultural stigmas around sex, by providing information directly to the smartphones of over 18 million University students. The distribution of sex- education video content via SuperTimetable, China’s number one curriculum app, meant surprised students could take a much needed ‘class’ out of the classroom, as an alternative to porn as their only reference point.
A revolutionary approach that caused a revolution
Poor sex education is both a social issue and an issue for contraceptive Yasmin, which faced a lack of category understanding. This dynamic campaign got directly into the hands of those who needed an alternative to the morning-after-pill and abortions, helping Yasmin deliver 109% YOY increase in eCommerce sales by starting a conversation and social buzz that has lasting implications. You
know you’re creating a social movement when celebrity and public support combine to prevent a government request to remove the campaign!
Role of comms: ACTIVATING
Role of comms: BUILDING
THE EDIT ISSUE 7 | Q3 2017