The World Health Organization estimates that 400,000 lives could be saved every year through the early detection and treatment of breast cancer. But 70% of New Zealand women don’t check themselves regularly. So, Colenso BBDO created Breast Cream, a simple moisturiser that makes checking your breasts a part of your regular beauty routine. Simply applying the cream helps you look and feel for lumps and changes that could be signs of cancer. By creating a beauty product, Colenso BBDO engaged women that might normally switch off when confronted with traditional breast cancer campaigns, and gave them a comfortable and tangible way to regularly check their breasts. The microsite, thebreastcream.com, pointed to the NZ Breast Cancer Foundation’s Breast Cream page (now protected by password). Skin Food, the key partner in the program, still sells the product online at skinfood.co.nz/nzbcf-page. The project won a Graphite Pencil for Direct, Direct Response and Ambient at the 2015 D&AD Awards. The print advertisement, “Gives You Wrinkles”, won a Gold Press Lion at Cannes 2015 and a Silver Clio at the 2015 Clio Awards.
Dove’s support for the four home rugby unions in the 2015 Rugby World Cup is promoted with “Scrum Together”, a commercial inspired by Rudyard Kipling poem “If”. The Dove Men Care Scrum Together TV advert, launched a year ahead of the tournament in October 2014, features Welsh captain Sam Warburton, Scottish captain Greg Laidlaw, English fly-half Owen Farrell and Irish prop Cian Healy, and offers a behind-the-scenes insight into the changing room before a rugby match. Dove’s support of rugby teams continues online with the hashtag #ScrumTogether, including support for England against Australia.
Spies Travel in Copenhagen has launched the second “Do It For Denmark” advertising campaign linking travel to warm locations with a solution to Denmark’s low birth rate. The first campaign, run in March 2014, encouraged Danes to enter a competition involving travel and conception. Vitus, the baby conceived by the competition-winners was born in January this year. Now Spies Travel introduces Spies Parent Purchase™ in which parents can send their adult children on an active holiday and get a grandchild. The Do It For Mom deal is online at spies.dk/do-it-for-mom.
Clever Buoy, a project developed by Optus, M&C Saatchi Sydney, Google, Shark Mitigation Services and Fuel Communications, has won the Public Relations Grand Prix for PR at the Clio Awards. The research and development project, focused on protecting people and sharks in waters across Australia and beyond, was developed as a way of demonstrating the power of the Optus network. Clever Buoy uses sonar technology to detect shark-sized objects in coastal areas, and then sends real-time alerts to lifeguards via the Optus network. Collected data is shared with scientists and marine researchers on Google+. While the system is still in testing phase, trial runs have been conducted in Sydney Aquarium and and the Abrolhos Islands, situated off the coast of Western Australia. The project has been promoted through an animated commercial, a documentary, a microsite, cleverbuoy.com.au, and through live trials at Bondi Beach, connecting with the popular Australian TV show Bondi Rescue.
Unilever is promoting Shield as the official deodorant of the Rugby World Cup and sponsors of South Africa’s team The Springboks with “one Team One Nation”, an integrated advertising campaign. A television commercial presents the brand’s celebration of the Springboks team through the eyes of a South African rugby fan running through the streets of Soweto with a green and gold ladder ready for action. Fans have been encouraged to join the online conversation around the campaign with the hashtag #1Team1Nation, or try out tickets to the Rugby World Cup Final by leaving a message of support for the Springboks at www.1team1nation.co.za.