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Best of marketing innovation
1
Desierto Vestido and Fashion Revolution - Atacama Fasion Week AFW24
In an effort to raise awareness and find a local solution to the tons of clothes that the textile industry dumps in the Atacama desert, NGO Desierto Vestido and Fashion Revolution put on a fashion show with models wearing looks made by fashion designers from garments dumped at the site.
| Title | Atacama Fasion Week AFW24 |
| Agency | Artplan |
| Campaign | Atacama Fashion Week AFW24 |
| Advertiser | Desierto Vestido x Fashion Revolution |
| Brand | Desierto Vestido and Fashion Revolution |
| Date of First Broadcast/Publication | 2024 / 4 |
| Business Sector | Charities, Foundations, Volunteers |
| Story | The fashion world is aware of this problem, but the key stakeholders are not taking effective action. That's why the initiative is giving the fashion world what it always wants: an event modeled on the major fashion weeks held in Paris, Milan, São Paulo, and London. Atacama Fashion Week will feature a fashion show in the middle of the Atacama garbage dump, with models wearing looks made by fashion designers from garments dumped at the site. In addition to the runway action, the project will feature a photo editorial signed by Mauricio Nahas, an award-winning photographer with a career of over 30 years. |
| Philosophy | To raise awareness and show the true extent of this problem to different audiences, NGO Desierto Vestido, in partnership with Fashion Revolution and Instituto Febre, and production of Sugarcane Filmes, is promoting Atacama Fashion Week. |
| Problem | In the town of Alto Hospicio, in Chile's Atacama Desert, a mountain of more than 59,000 tons of clothing, including shoes, T-shirts, jackets, dresses, and other garments, can now be seen from space. The images revealed via satellite could refer to one of those mythical Latin American movie scenes, but in reality, they are a social and environmental warning highlighting the dangers of unbridled consumption (and production) of items for fashion trends. |
| Media Type | Case Study |
| Length | |
| More Information | www.atacamafashionweek.com |
| Photographer | Mauricio Nahas |
| Producer | Sugar Cane |
2
Reporters Without Borders Germany - The First Speech: Turkey
On the occasion of its 30th anniversary, Reporters Without Borders Germany (RSF) launched “The First Speech”, a campaign that is aimed at educating viewers on manipulation tactics used by modern autocrats and calls on audiences to support press freedom.
| Title | The First Speech: Turkey |
| Agency | INNOCEAN Europe |
| Campaign | The First Speech |
| Advertiser | Reporters Without Borders |
| Brand | Reporters Without Borders Germany |
| Posted | April 2024 |
| Business Sector | Subscribers Only |
| Media Type | Web Film |
| Length | |
| Media Partner | Havas Germany |
| Media Partner | Havas Germany |
| Media Partner | Havas Milan |
| Motion/Design | C...os S...rez Subscribers Only |
| Executive Creative Director | R....do W...f Subscribers Only |
| Producer | F...an B..z Subscribers Only |
| Head of Production | F...an B..z Subscribers Only |
| Executive Producer | M...tz M...el Subscribers Only |
| Chief Creative Officer | G....el M...ar Subscribers Only |
| Managing Director | J...in S....el Subscribers Only |
| Sound Engineer | M...us Wi.....nn Subscribers Only |
| Executive Producer | ..a Wi....en Subscribers Only |
| Copywriter | J..n A...és K...rk Subscribers Only |
| Strategist | O...e B...fa Subscribers Only |
| Director | Gi....no Ma.....lli Subscribers Only |
| Color Grade Artist | J...ph Bi....ll Subscribers Only |
| Director of Photography (DOP) | K...ad L...h Subscribers Only |
| Art Supervisor | M..o C...ea H..k Subscribers Only |
| Executive Producer | F....an H...big Subscribers Only |
| Editor | S...n Kl.....tz Subscribers Only |
| Associate Design Director | W....am C..a Subscribers Only |
| Media Manager | M..a ..h Subscribers Only |
| Post-production Producer | ..n S...lz Subscribers Only |
| Strategy Director | J..rn Ba.....in Subscribers Only |
| Art Director | L..n C...y Subscribers Only |
| Motion/Design | Al.....er Al.....ze Subscribers Only |
| Producer | M...dy Mi.....er Subscribers Only |
| Managing Partner | M....le G....le Subscribers Only |
| Publishing Director | L..a A..t Subscribers Only |
| Planner Publishing | M....sa S...ab Subscribers Only |
| Music | S...io F..k Subscribers Only |
| Production | S...k F...s Subscribers Only |
| Music | T..m Sa....te Subscribers Only |
| Production | S...io F..., B...in Subscribers Only |
3
Hyundai Motor - Forward Collision
Hyundai's new OOH campaign reminds viewers that no safety feature is going to save us from climate change and highlights the brand's decision to go carbon neutral.
| Title | Forward Collision |
| Agency | Jung von Matt / Neckar |
| Campaign | The Last Safety Feature |
| Advertiser | Hyundai Motor |
| Brand | Hyundai Motor |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | |
| Market | Subscribers Only |
4
Agenda Antarctica - Antarctica Flag Redesigned
Publicis Canada and Agenda Antarctica partnered on a redesign of the Antarctica flag, showcasing how much plastic has become part of the ecosystem.
| Title | Antarctica Flag Redesigned |
| Agency | Publicis Canada |
| Campaign | Antarctica Flag Redesigned |
| Advertiser | Agenda Antarctica |
| Brand | Agenda Antarctica |
| Posted | April 2024 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | Antarctica is traditionally known as a land covered in clean ice and pristine snow, but latest research by the University of Canterbury in New Zealand reveals a much starker truth. The continent, much like the rest of the planet, is suffering the impacts of global plastic pollution. In response to this recent scientific discovery, Agenda Antártica, a non-governmental organization that works for the environmental preservation of the Antarctic continent and the Southern Ocean, has commissioned a redesign of the Antarctica flag by its original author, renowned vexillologist, Graham Bartram. Formerly a white map of the continent symbolizing Antarctica’s distinctive attributes as a hub for scientific collaboration, peaceful coexistence, and nature conservation, the new flag shows a continent dotted with colourful shapes symbolizing the actual microplastics found within Antarctic snow. "The discovery of microplastics (plastic pieces smaller than 5mm) in Antarctic snow is a wake-up call to the world," said Graham Bartram. "Through this redesign, I aim to ignite a global conversation about our responsibility towards the environment and the urgent need for collective action to combat plastic pollution." “This redesigned joint initiative aligns with growing international concerns about environmental degradation and the need for sustainable practices. The new flag will serve not only as a symbol of Antarctica's environmental significance but also as a call to action for nations, corporations, and individuals to address the pervasive issue of plastic pollution”, said Dr. Horacio Werner, Executive Director of Agenda Antártica. Far from just being a symbolic gesture, the new flag aims to reignite discussions around the University of Canterbury’s scientific findings, drawing much-needed attention to the broader implications of plastic contamination in remote and ecologically critical regions like Antarctica. In conjunction with the flag's redesign, a dedicated website has been launched – http://antarcticaflagredesigned.org/ – where individuals and organizations can learn more about the impact of plastic pollution and take a proactive stance. Visitors to the site are invited to sign a pledge supporting the establishment of a strong Global Plastics Treaty, a crucial step in combating the pervasive issue of plastic pollution worldwide. |
| Media Type | Web Film |
| Length | |
| Press Relations | North Strategic |
| Music Supervision | Michael Bertoldini |
| Music Supervision | Andrea Morelli |
| Music Company / Composer | Seppl Kretz |
| Music Company / Composer | Marvin Losch |
| Director | Yan Cucco |
| Production | The Pub Productions |
| Music | Magma Music |
| Directors Assistant | Linda Djelailia |
| Editor | Neal McAuley |
5
Audi + Penguin Random House - Handbook Novels
To celebrate International Book Day, Audi and Penguin Random House created a collection of fictional stories based on keywords from the Audi Owner’s Manual. Creative by Ogilvy in Spain.
| Title | Handbook Novels |
| Title (original language) | Novelas de Manual |
| Agency | Ogilvy Spain |
| Campaign | Handbook Novels |
| Advertiser | Audi |
| Brand | Audi + Penguin Random House |
| Posted | April 2024 |
| Business Sector | Automotive |
| Media Type | Branded Content |
| Length | |
| Executive Creative Director | Roberto Fara |
| Executive Creative Director | Noelia Fernández |
| Account Manager | Andrea Palacios |
| Account Manager | Isa Cisneros |
| Creative Director | Fran Arguijo |
| Art Director | Nico Farina |
| Art Director | Daniel Halifa |
| Copywriting | Willy Gutierrez |
| Copywriting | Andrea Sánchez |
| UX Designer | Gabriel Pangua |
| Technology | Juan Luis Pérez |
| Technology | Paco Sirvent |
| Technology | Ismael Luque |
| Production Team | Monika Díaz |
| Production Team | Jordi Roca |
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