Unfollow Self:Hate
Summary: Unfollow Self:Hate took a different approach to financial education, going beyond generic advice to connect with youth. Rather than telling them WHAT they should do with their money, they explored the WHY behind spending. They crafted a comprehensive journey, activated by branded content at every step. Apart from branded content, the force of their message was delivered when users engaged with their custom-made Self-Hate Calculator, to get a personal estimate of their cost of low self-esteem. They surpassed all objectives and raised awareness about 28.5 million euros wasted on self-hate.
Double digit growth on consideration and “Best advisers for clients”, from 6th to 2nd place.
Contributing Agency(s): Dentsu Romania; Bread Content;McCann PR Romania
Lead Agency(s): Jam Session Agency
Client / Brand: ING Bank Romania
Effie Award(s): Bronze
LEGO LION
Summary: The challenge was to bring the LEGO brand’s mission and the concept of ‘Rebuilding the world’ to life in a meaningful yet playful way. The idea involved replacing one of Budapest’s historical landmark, the Széchenyi Chain Bridge lion statues with a replica made of LEGO bricks, as the original sculptures had been removed for renovation. The goal behind rebuilding the lion was not just to place it back on a pedestal, but to bring it closer to people, enabling them to experience this life-size modern-day piece of history up close.
This campaign earned over 43 million impressions with zero media spending. 114% increase in Active Consumer Recruitment.
Lead Agency(s): Red Lemon Media
Contributing Agency(s): Momart;Well PR ;V4Good
Client / Brand: LEGO Hungary
Effie Award(s): Bronze
McDrip – refashioning the McJob
Summary: How to make Generation Z see the McDonald’s uniform as cool? Fast food restaurants need workforce but applications were down. Time to show how McDonald’s is an appealing workplace and relevant for the youth. McDrip is a collaboration with rising Finnish fashion brand VAIN, who created a collection from used McDonald’s uniforms. The drop was exclusively for McDonald’s employees: “Want the drop? Get the job!”. Launched and marketed social first, McDrip activated Gen Z.
Earned media: 228 million people. Earned media value: 11 million euros. Job applications up by 63%.
Lead Agency(s): Red Lemon Media
Contributing Agency(s): OMD (Finland); VAIN Fashion Group Oy
Client / Brand: McDonald’s Finland
Effie Award(s): Silver
