2022 Winners

Case Summary

Victoria Police have lost 20 officers to suicide since 2012. As one Police Officer explained in research, “The uniform is more than simply clothing. It says...you will be resilient and rise above situations – almost bulletproof “. This belief, combined with an environment that shut down conversations about suicide, meant a radical approach to shifting attitudes and behaviours was needed. Research provided an insight driven direction that resulted in a brave and innovative piece of work that is starting to overturn a culture that has been embedded for 165 years.

Case Summary

Each year, hundreds of thousands of Australian homes are destroyed or damaged by extreme weather. To help solve this problem, Suncorp partnered with the CSIRO, James Cook University and Room 11 Architects to create ‘One House To Save Many’, the world’s first home designed, scientifically tested, and built to withstand cyclones, floods and bushfires. Led by a documentary on broadcast TV, the campaign highlighted the problem, the testing process, product features, and showcased resilience experts, as well as real Australians who had lost their homes to extreme weather.

Case Summary

The Philippines remained to be the last country in the world with classrooms shuttered by Covid-19.

This is the story of how McDonald’s transformed its unused party rooms (also shuttered by pandemic restrictions) into lively classrooms to help students and teachers struggling with the distance learning system.

Piloted in 2020 and expanded in 2021 into 249 locations all over the country, McDonald’s Classroom helped redefine the brand experience in the new normal, and not only generated fame for the brand, but uplifted Filipinos’ trust in the company.

Case Summary

In a fragmenting category, oats had fallen out of favour and were no longer the flavour of the day for young Aussies; an issue for the market-leading, heritage brand Uncle Tobys.

So, Uncle Tobys repositioned themselves with a new voice and perspective on the world, changing the way young people saw the brand AND the product.

Through a nationwide ‘oatervention’ with supporting contextual creative, Uncle Tobys woke young Aussies up from their superficial behaviour and helped them find true fulfilment in a wholesome bowl of oats.

Case Summary

The severity of the 2nd Covid wave that hit India in 2021, dampened India’s biggest festive season of Diwali. Small local stores that contributed the most business for Cadbury were the most hit. And Cadbury was looking at a business degrowth of 10%. But, it turned this adversity into an unconventional opportunity by bringing on Bollywood superstar Shahrukh Khan to endorse local stores and help promote them through hyper-personalised MarTech innovation. In doing so, Cadbury helped uplifting thousands of small-businesses and ultimately unlocked 25% business growth for itself.

Case Summary

India’s 2nd Covid wave in 2021 proved to be a bigger setback for the small businesses. So, in the sales-critical Diwali season, when brands went back to the deep-discounting playbook on e-comm channels, Cadbury reinvented its 2020 edition of #NotJustACadburyAd yet again.

It got a world-famous celebrity Shahrukh Khan to endorse countless-nameless stores along with its own by combining data and MarTech innovation. This use case proved to be useful again in uplifting 1000s of small-businesses, and registering a +35% jump in sales for Cadbury’s gifting in the pandemic.

Case Summary

The Donation Dollar is $1 coin and legal tender but not like any other. It is a coin created to act as its own message, with a call-to-action to give not spend, improving the fortunes of all charities and causes at once. With up to 53% of Australians donating a Donation Dollar when found, a commitment to creating 25 million Donation Dollars, and each coin staying in circulation for for 30 years, this idea will continually prompt Australians to give more to charities, more often, for decades to come.

Case Summary

Each year, hundreds of thousands of Australian homes are destroyed or damaged by extreme weather. To help solve this problem, Suncorp partnered with the CSIRO, James Cook University and Room 11 Architects to create ‘One House To Save Many’, the world’s first home designed, scientifically tested, and built to withstand cyclones, floods and bushfires. Led by a documentary on broadcast TV, the campaign highlighted the problem, the testing process, product features, and showcased resilience experts, as well as real Australians who had lost their homes to extreme weather.

Case Summary

The severity of the 2nd Covid wave that hit India in 2021, dampened India’s biggest festive season of Diwali. Small local stores that contributed the most business for Cadbury were the most hit. And Cadbury was looking at a business de-growth of 10%. But, it turned this adversity into an unconventional opportunity by bringing on Bollywood superstar Shahrukh Khan to endorse local stores and help promote them through hyper-personalised MarTech innovation. In doing so, Cadbury helped uplifting thousands of small-businesses and ultimately unlocked 25% business growth for itself.

Case Summary

Each year, hundreds of thousands of Australian homes are destroyed or damaged by extreme weather. To help solve this problem, Suncorp partnered with the CSIRO, James Cook University and Room 11 Architects to create ‘One House To Save Many’, the world’s first home designed, scientifically tested, and built to withstand cyclones, floods and bushfires. Led by a documentary on broadcast TV, the campaign highlighted the problem, the testing process, product features, and showcased resilience experts, as well as real Australians who had lost their homes to extreme weather.

Case Summary

Victoria Police have lost 20 officers to suicide since 2012. As one Police Officer explained in research, “The uniform is more than simply clothing. It says...you will be resilient and rise above situations – almost bulletproof “. This belief, combined with an environment that shut down conversations about suicide, meant a radical approach to shifting attitudes and behaviours was needed. Research provided an insight driven direction that resulted in a brave and innovative piece of work that is starting to overturn a culture that has been embedded for 165 years.