#THEDRESS
The campaign cleverly used the viral dress to highlight a serious social issue, domestic violence, making it more impactful. The campaign was conceptualized and launched within 24 hours, demonstrating agility and quick thinking. With the combination of a trending topic with a powerful visual and message created a strong emotional response, encouraging people to think
and act. Initial figures from the Salvation Army show that the ad had in excess of 30.6m tweet impressions within 24 hours, 4.6m of these from the @SalvationArmySA account. The ad coincided with International Women’s Day on the 9 March and has since been carried in over 200 broadcast outlets, publications, news sites and blogs. Total reach for the ad is estimated to be well over 100 million. With zero spend on media.
RULESOFAFUCKBUDDY
The NZ Aids foundaiton is a sex-positive organisation that engages individuals at high-risk of HIV, we knew that we needed to use language that our community uses – which means we sometimes use vocab that might make your nana blush. For example, f***buddies! We wanted to create something that was really sexy and wouldn’t get lost in the noise. We’re talking about enjoying sex as safely as possible – so we wanted to make sure it’s portrayed in a positive and relatable way. A key part of this was creating a website that would serve as the uncensored home of our content, and a way to engage the community and generate more rules – which will feed directly back into a second wave of the campaign.
SLAYSUNG
With a platform like TikTok it is essential to show the ability to adapt to market trends and leverage new platforms effectively, which is essential for staying relevant in the tech industry.
Reaching 400K followers indicates a high level of engagement and interest in Samsung's content, suggesting effective connection with the audience. Not only has it grown popularity for Samsung in the the wild west of social platforms but it has created a connection with its market making it both entertaining and approacbale, making a relevant connection with its viewers.
Johnnie Walker
The centrepiece of the campaign is a voice-enabled Whiskey Case that will preserve your stories, and record new memories, so the next conversation you have with your dad over a glass of whiskey, can live forever. The aim is for future generations to hear the recording, so they may know the footsteps they walk in. The campaign calls on Kiwi dads to record their favourite story or anecdote at a microsite, which then generates a link to the recording that can be shared or saved so their family can listen to it forever. The best recordings will be placed in Johnnie Walker’s voice distillery and enhanced by audio engineers to make them even richer. The best storytellers will then win the whiskey case with their recording built in. This campaign utilises technology to deliver an impactful digital experience that resonates with Kiwis, helping to show our dad how much they – and their stories – mean to us, while also providing the opportunity to savour and re-live a special moment in time and that special feeling of spending time with your dad.
