In a year where activations were scarce, an Irish organization drew attention to the plight of homeless veterans with Sleeping Flags. They sewed sleeping bags from Irish flags and handed them out, while also staging a “sleep out” in front of the Assembly of Ireland. It spurred increased donations and government funding.
Where is your finish line? What if you didn’t have one? As the line between PR and ad agencies continues to blur, Edelman won their first Grand Prix for Eternal Run for Asics. Founded on the insight that every runner runs for their own reasons (so true) they created a race with no finish line to showcase new Asics technology. So smart.
Content has evolved in a way the flies in the face of our assumption that attention spans are diminished. The inverse is true and longer format is increasingly popular. Perhaps it’s in part due to our migration to subscription services and streaming but most of the top winners in Content were long format. Apple’s WFH was 7 minutes long.
Nobody is Normal
Cheetos won for Creative Strategy for a zany spot starring M.C. Hammer singing, “Can’t Touch This.” The real winner should have been this incredibly insightful spot from Childline in the UK. This organization helps kids dealing with bullying, abuse and just life in general. This gem is called Nobody is Normal. It is perfect in every way. Quite possibly the best spot this year.