The compelling force of a well-constructed narrative has the power to take a brand to new heights.

THE MOST GERMAN SUPERMARKET, EDEKA

Edeka sought out to make a powerful statement by tangibly illustrating how limited life would be without diversity. In doing so, Edeka eliminated all non-German products from their shelves. The brilliant thinking of this execution:

  • Embodied the ideologies of younger generations that are more diverse – seeking for brands to take a stand and authentically leverage their voiceSelected by:

STEPHEN PAEZ, SVP MULTICUTURAL

SPARK FOUNDRY

 

REPICTURING HOMELESS, GETTY IMAGES

Getty analyzed their database to determine the most popular job-related images. In collaboration with fifty-fifty, Getty transformed the homeless through photographs into chefs, corporate execs, and more. Getty then donated the proceeds from image downloads back to homeless causes, specifically housing costs for the homeless.  This is a call-to-action for brands to:

  • Evaluate their own unique data assets and  translate those into creative expressions

Selected by:

JON LOPES, GROUP VICE PRESIDENT

DIGITAS

 

BULLY A PLANT, IKEA

IKEA conducted an in-school experiment with plants to serve as a reminder to students that words have power, and that bullying has severe consequences. With a simple execution of one plant receiving compliments – flourishing beautifully, and the other plant receiving bullying resulting in lackluster growth, students were able to visually connect the impact of their words.

Great storytelling is a rare skill as many brands are challenged by making a connection to the community:

  • Think outside the box; tell a beautiful and effective story through unexpected means

Selected by:

SUSAN EBERHART, EVP, MANAGING DIRECTOR

BLUE 449

 

BLIND EYE, REDETV!

In Brazil, it’s been reported that 86% of women have been sexually harassed, indicating that this behavior is normalized.

To drive awareness, RedeTV! created a live broadcast campaign depicting  scenes of sexual harassment, and scary enough, it largely went unnoticed. Women across the country were empowered on social media to come forward and share their stories. In this instance:

  • The power of live broadcast drove engagement; with dialogue continued long after the broadcast through social media amplification

Selected by:

MARTA CUEVA-RUIZ, CEO

PUBLICIS MEDIA MEXICO

 

HIGHWAY GALLERY, LOUVRE ABU DHABI

What magic can a car, a radio, OOO and art make? Louvre Abu Dhabi Highway Gallery took to the challenge proving that tech-enabled storytelling transforms experience & norms.

The ability to get people to engage and invest (time, attention & action) is highly valued by marketers. Highway Gallery compelled people to engage, realizing multi-dimensional growth by:

  • Understanding the impact & role of cultural norms on the behavioral journey
  • Forming purposeful partnerships to create new possibilities in immersive experiences
  • Sparking curiosity to drive action

Selected by:

E.T. FRANKLIN, EVP, MANAGING DIRECTOR

SPARK FOUNDRY

 

 

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