#TURNYOURBACK
Summary: As a brave and purposeful brand, Dove had the courage to act against a huge digital trend due to its profound toxic impact on girls’ self-esteem. Turn Your Back was a real-time call to action for every woman to join the movement against digital distortion. This campaign is a great example of how a brand point of view in the mouth of creators was able to help Dove move at the speed of TikTok while effectively making a cultural impact.
Over 1bi earned media and led to the leading influencer agency condemning the #BoldGlamour filter.
Lead Agency(s): DAVID Madrid/Ogilvy UK
Client / Brand: UNILEVER
Effie Award(s): Bronze
Samsung – Technology with Purpose: Unfear & Unnoise
Summary: Samsung knows that a player does not rely on age or gender to achieve top performance, but on proper tools and disciplined skills. Share Your Power dismantled stereotypes in gaming by empowering girls to showcase their abilities. They took Gen Z gaming influencers on board and crafted a 4-stage platform that celebrated girl power. Their edutainment platform elevated brand performance across the consumer funnel: gained market share, increased key brand perception indicators, and consolidated core-fans loyalty.
Share Your Power mitigated a sensitive Gen Z topic while Samsung boosted sales and image.
Lead Agency(s): CHEIL SPAIN
Client / Brand: SAMSUNG ELECTRONICS IBERIA
Effie Award(s): Bronze
BIO-Spam Your Property Manager
Summary: The campaign aimed to boost BIO waste sorting by raising awareness, addressing infrastructure barriers, and motivating both residents and property managers to act. By positioning BIO containers as a valuable resource gatekept by property managers, they transformed the humble brown containers into a desirable luxury. The three-phase communication strategy began with a justice-driven appeal, followed by education on the benefits of sorting, and concluded with an engaging action reminder. The campaign successfully improved sorting habits, with 59% sorting better, 27% recognising BIO containers, and 32% planning to apply.
The campaign effectively raised awareness, motivated action, and significantly improved BIO waste sorting habits.
Lead Agency(s): White Label / McCann Riga
Contributing Agency(s): Mindshare Latvia; Golin Riga
Client / Brand: Getlini EKO
Effie Award(s): Bronze
#ShareWithCare – Message from Ella
Summary: Sharenting endangers the future of an entire generation, yet parents carelessly share pictures of their children – unaware of the consequences. #ShareWithCare alerted the public with 41.7 million earned impressions, and Deutsche Telekom once again demonstrated responsibility for digital society. The commitment to responsible sharing of children’s images is now part of prevention work by police, schools, and publishers.
Ella’s AI-generated warning from the future turned the abstract threat into a threatening reality: #ShareWithCare inspired 4 out of 5 parents to change their sharing behaviour.
Lead Agency(s): adam&eveBerlin GmbH
Contributing Agency(s): Mindshare GmbH; emetriq GmbH
Client / Brand: Deutsche Telekom
Effie Award(s): Silver
HOW BOX HOUSES SAVED HUMAN HOUSES
Summary: Nova Post delivers tens of millions of parcels monthly. It is the backbone of the business and life in Ukraine. But no one feels safe when missiles are falling down and destroying homes. The company felt it together with Ukrainians. Nova Post offices are often located in the houses where people live. Nova Post and Come Back Alive Foundation, made the country’s largest fundraiser to protect the sky. Thanks to the use of the well-known brand attributes, we got 231 million media impressions, and raised $8,900,000 for Air Defense equipment.
They united Ukrainians to raise $8 900 000 to equip Air Defense to protect sky.
Lead Agency(s): BetterSvit
Contributing Agency(s): Media First Ukraine
Client / Brand: Nova Post
Effie Award(s): Silver
Where to Settle
Summary: For Mastercard, financial Inclusion isn’t only the brand purpose; it’s a business strategy. WhereToSettle is an upstream-thinking, data-driven platform, providing access to economic opportunities to Ukrainian refugees. They leveraged a local insight and married refugees’ needs with those of small-town communities in Poland. Mastercard supported 48% UA refugees in getting out of the survival mode and enabled smooth process of settling in Poland. WhereToSettle not only stimulated usage intent and key brand image indicators, but above all set a new model for responsible use of data in the market.
Mastercard supported 48% of Ukrainian refugees in exiting from survival mode and settling in Poland.
Lead Agency(s): McCANN Poland
Contributing Agency(s): Dentsu, Assembly
Client / Brand: Mastercard
Effie Award(s): Silver
A Piece of Me
Summary: KPN, the Netherlands’ leading telco, wanted to transform attitudes to online shaming. Sexting isn’t shameful- forwarding intimate images without consent is shameful. The problem lives deep in internet culture. So did the solution. They unlocked insights through a one-of-a-kind TikTok talk show and the power of fandom. Working with Dutch musician MEAU, they co-created a song and music video showing the devastating impact of online shaming, based on victims’ true stories. They made a gold record, online shaming a crime, and made KPN the most valuable brand in the Netherlands.
They changed the conversation on Online Shaming by changing culture, behaviour and the law.
Lead Agency(s): Dentsu Creative Amsterdam
Client / Brand: KPN
Effie Award(s): Gold
