Client: Joko Tea
Brief: Joko, a South African popular tea brand, with a long-standing partnership with POWA (an institution that fights to end the silence around Domestic Violence) wanted to create a movement that encapsulated this partnership, and helped break the silence.
Insight: The silence around domestic violence is perverse. It’s not enforced by abusers, at least not exclusively. It’s enforced even by loved ones and communities. Because domestic violence is such an overwhelming source of shame, silence feels less traumatizing than acknowledgement. So victims are told to keep quiet. Stories stay untold.
dea: Donate Your Voice To End Domestic Violence.
With this idea, we asked celebrities, politicians, activists, and all South Africans to read aloud the stories of survivors, in the first person, as if it was their own. We’ve amplified the reach of each story, and each victim, and turned every ally into a megaphone. The stories of the few who came forth reached a mainstream, national conversation. And got a much-needed spotlight that will not only break the silence around the topic in the present but encourage more and more people to speak up. Breaking not just the silence but the stronghold of shame domestic violence has on South African victims, families and communities.
Link about the campaign:
Context: The social pressures women are subjected to, even from early childhood, are unparalleled.
No matter what they do, society always has an opinion. A negative opinion, at that. Women are always either too much or too little. There's no in-between, no way to win.
As a brand with a predominantly female-identifying customer base, Wells wanted to reposition itself as a champion of well-being for women in Portugal. Our task was to launch a campaign that transcended functional benefits and brought their brand line—If it feels good, it looks good—to life.
Idea: It does not look good
We took the common judgment “It does not look good” and turned it around by crossing out “not.”
“It does not look good to be ambitious.”
“It does not look good to breastfeed in public.”
“It does not look good to talk about menopause.”
Guess what? It does!
The campaign included 60- and 30-second TV spots, a refreshed visual identity, a podcast, OOH ads, events, and a strong social media presence. The results were remarkable: a 30% increase in brand value and recognition as the year's best campaign.
Links about the campaign:
https://www.meiosepublicidade.pt/opiniao/por-que-e-que-as-mulheres-nao-fica-bem
https://www.briefing.pt/cetera/wells-lanca-nova-campanha-para-desmitificar-a-menopausa-e-promover-o-bem-estar-feminino/
https://marketeer.sapo.pt/nao-fica-bem-wells-reforca-apoio-as-mulheres-com-nova-campanha-e-podcast/
Context:
HOPE has never been more needed.
Engulfed by war, pandemic fall out, spiralling debt, food insecurity and climate crisis, it’s hard to find HOPE. Even more so for the world’s 2 billion children who are in more desperate need now than at any time since WWII.
Challenge:
We need to catapult the UNICEF brand from being increasingly unfamiliar and irrelevant to one whose mandate connects deeply and universally with people and attracts their support.
Idea: Dare to Hope
The biggest changes in history are unimaginable until they happen. That’s the power of hope.
A simple, but stunning OOH that showcases how hope has shaped reality throughout history, to ignite a movement to act. For this generation and the next.
Client: UNICEF & UNFPA
Context: One in five girls worldwide are married before their 18th birthday. When girls marry young, they are prevented from reaching their potential and from contributing to their societies and the global talent pool.
Campaign: Life Interrupted
Based on real testimonies, we wrote three real stories of 3 girls’ dreams and aspirations, that were almost destroyed because of Child Marriage.
Client: HSBC Global
Brief: Create the next global HSBC campaign, to be featured in global airport hubs, around the world. From Mexico to the UK. Dubai to Bangkok. This new campaign would be the first execution of HSBC’s new brand line: Opening up a world of opportunities.
Campaign:Open Questions
A series of provocative questions that turn the mundane to marvellous. Designed to help the mind of our international clients and global trotters fly, as they traverse the jet bridges, hopping from one plane to the other. These open-ended questions inspired people to dig deeper, challenge their beliefs and look at the world with curiosity. After all, it’s only when we question what it is, that we can find what could be. That we can uncover bigger and better opportunities. This campaign proved so successful with the internal audience, customers and prospects, that it grew out of the airport geography. And Open Questions became a cornerstone of HSBC’s Global communications
Link about the campaign:
https://adage.com/creativity/work/hsbc-poses-open-questions-major-rebrand-airport-marketing/2432821
Brief: As part of their “Live For The Story” rebrand, Canon wanted to create a social activation that would inspire brand love in millennials, all over Europe. Canon wanted to become a lifestyle brand; and wanted teens and young adults to think of a camera as a cool accessory that allows you to do justice to all the amazing experiences you’re living.
Campaign: 365 days of Summer. A pan-european Instagram competition, where people could win a whole year of chasing summer around the world when they share a summer story with us. All they had to do was post a photo on their Instagram, tell the story of that photo in 50 words or less and hashtag it with live for the story.
This campaign ran for 8 weeks, in 19 European markets. 2 weeks in we had already smashed all the KPIs. And, one lucky winner did go around the world for a full year.
Link to campaign:
https://www.vccp.com/en-gb/work/canon/365-days-of-summer
Brief: Heist claimed they made intelligent tights for intelligent women. They wanted to be a brand that enjoyed and embraced controversy. In 2016, they wanted to rebrand and become part of the conversation about feminism and body positivity. Dream brief.
Campaign: #whateveryou. Don’t objectify people. Objectify fruit. I showcased how Heist tights adapt to every contour without having to showcase bodies, making a a point about being inclusive, not just of body types and shapes but also gender (who said men can’t wear tights?).
Links to campaign: https://www.rapp.com/case-studies/heist/
Client: Hastings Direct
Brief: A complete rebrand, from a middle of the road insurance company (value for money but nothing to write home about) to a modern insurance company with a simple and straightforward proposition, backed by a service that is both affordable and uncomplicated and the best rated app in the UK insurance market.
Campaign: Simplicity is the best policy. To launch this new brand platform we’ve uncovered a simple insight. Life is crazy and wonderful and strange. Your insurance should be simple. We’ve used different styles of animation to capture life’s essence, what it looks like and feels like. Even the smallest things can take epic proportion in your mind. And, in contrast, we’ve removed all animation/ complication, and kept only real people having a nice, calm time, when we mention Hastings Direct insurance cover.
We launch a new TVC, a new radio ad, a new website and a completely new digital experience and comms with this campaign
No matter how much we fight to close the Gender pay gap, if we don't also look at how we're spending our money, and on whom we’re investing, we will never reach true financial equality.
Campaign: Fund Femme.
Fund Femme is an initiative that supports businesses owned by women and non-binary individuals. It seeks to create a more balanced economy by highlighting these businesses through a global directory, encouraging inclusivity and visibility. It also offers tools to nominate businesses and connect with like-minded entrepreneurs.
Links about the campaign:
https://www.itsnicethat.com/news/wunderman-thompson-fund-femme-graphic-design-040821
