Adaily Inspiration Week #30: Agency self-promo
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For this week we chose agency self-promo campaigns. Below you can find our 5 picks, straight from adaily.co » HERE «
1. #EFF2020 - Public Toronto
Public Toronto did a video campaign raising funds for mental health by giving 2020 the middle finger.
2020 • Agency self-promo • Canada • North America
Challenge
The challenge of this campaign was to address the mental health impacts of the tumultuous year that was 2020 in a meaningful and impactful way. The goal was to utilize the corporate holiday card budget to create a video that not only symbolically bid farewell to 2020 but also encouraged viewers to contribute to mental health causes. The challenge also involved generating significant engagement and donations through the video, considering the sensitive and serious nature of the mental health issues being addressed.
Target Group
The target group of the #EFF2020 campaign was a broad audience of individuals who had experienced the challenges and impacts of the year 2020. This included anyone who resonated with the sentiment of wanting to bid a rude farewell to the tumultuous year and support mental health initiatives. The campaign aimed to reach a diverse range of people across different demographics who could relate to the struggles and chaos of 2020 and were willing to contribute to a good cause.
Idea
The main idea of the campaign was to use the corporate holiday card budget to create a video that sent off the year 2020 with a rude gesture, symbolized by a middle finger, while also addressing mental health impacts of the challenging year. The campaign encouraged viewers to text the middle finger emoji to a custom number and make a donation to the Mental Health Coalition in the US or the Black Health Alliance in Canada. The goal was to raise awareness about mental health issues and raise funds for these organizations in a creative and impactful way.
Results
The #EFF2020 campaign resulted in significant impact and engagement. The video garnered over 2,750,000 views across all channels, with a total of 5,400,000 social impressions and 164,000 shares. It also reached a combined audience of 14,000,000 impressions. The campaign received positive feedback and media coverage in publications like Fast Company, Adweek, and Muse by Clio. The initiative generated donations for mental health causes, with over 1,800 contributions made via the custom text number, totaling more than $32,000 for the Mental Health Coalition by the end of 2021. Additionally, significant donations were made in Canada, amounting to $2,553.70 for the Black Health Alliance. The campaign effectively combined a bold message with a charitable cause, resonating with audiences and influencers alike.
Links
2. “Rainbow History Class” - Snack Drawer
Snack Drawer did a Rainbow History Class campaign using educational LGBTQIA+ history to foster support and reduce social stigmas.
2022 • Agency self-promo • Australia • Oceania
Challenge
One of the challenges of the Rainbow History Class campaign was facing criticism from both anti-LGBTQIA+ individuals and members of the LGBTQIA+ community itself. This criticism served as a learning opportunity for the creators, who took each comment seriously and used it to ensure the historical accuracy and inclusivity of their content. By being open to feedback and continuously improving their content, they were able to address these challenges and create a platform that resonates with and supports the LGBTQIA+ community.
Target Group
The target group of this campaign was LGBTIQA+ youth, as well as anyone interested in learning about queer and trans history. The campaign aimed to provide education, support, and a sense of community for LGBTIQA+ youth, while also raising awareness and promoting acceptance among the broader population.
Idea
The main idea of the Rainbow History Class campaign was to create a social media channel dedicated to sharing the often overlooked queer and trans history that is not typically taught in schools. The campaign aimed to educate and empower LGBTIQA+ youth by providing them with a sense of community, validation, and connection to their history, while also educating the general public about the contributions and experiences of the LGBTIQA+ community throughout history.
Results
The results of the Rainbow History Class campaign were significant. The social media channel grew rapidly, reaching over 500K followers across different platforms, including TikTok, Instagram, and YouTube. The content generated over 14.4 million organic views in 2022 alone, with one viral video accumulating 4 million views. The success of the campaign led to the publication of a book titled "Rainbow History Class, Your Guide Through Queer and Trans History" by Hannah McElhinney. Additionally, an audiobook deal was secured with Audible. Rainbow History Class also partnered with notable brands such as Google Arts and Culture, TikTok, Dr. Martens, and the Australian Broadcasting Corporation. The campaign extended beyond social media, with live shows at events like Sydney World Pride, the Museum of Contemporary Art in Sydney, and ComicCon in Melbourne. Overall, the campaign successfully educated and created a community for LGBTIQA+ youth, and it achieved significant growth and recognition.
Links
3. “Running Stories” - BBH
BBH did audio-tainment platform for runners, using augmented reality technology.
2020 • Agency self-promo • Singapore • Global
Challenge
The challenge of the campaign was to create an innovative app that could motivate both new and experienced runners by providing them with entertaining and immersive experiences during their runs.
Target Group
The target group of the Running Stories campaign was both new and experienced runners who were looking for a more engaging and entertaining way to stay motivated during their runs. The app was designed to appeal to a wide range of runners, from casual joggers to seasoned athletes, by offering immersive storytelling experiences tailored to their running routes.
Idea
The main idea of the campaign was to introduce Running Stories, an audio augmented reality app that transforms running routes into immersive experiences by combining live data with storytelling to entertain and motivate runners. The goal was to make running more engaging and enjoyable for users of all levels of experience.
Results
The campaign for Running Stories resulted in significant success, with the app receiving a GOLD Award at the ANDY Awards in 2021. Additionally, the app garnered 2K downloads and achieved 100K case views within its first month of launch. These results indicate a strong positive reception from users, showcasing the app's appeal and potential for widespread adoption.
Links
4. “Sole Music” - ‿ and us
‿ and us created a campaign using a unique twist by developing insoles that allow deaf people to feel music vibrations.
2023 • Agency self-promo • United Arab Emirates • Middle East
Challenge
The challenge of the Sole Music campaign was to create a flexible, robust, and cost-effective solution that would allow deaf people to enjoy music through tactile sensory input. Incorporating the necessary components into a thin insole while maintaining comfort and durability required extensive trial and error. Additionally, sourcing a transducer slim enough to fit within the desired profile of the insole was a significant challenge.
Target Group
The target group of the Sole Music campaign was the hearing impaired community, specifically deaf people who wanted to experience music through tactile sensations. The campaign aimed to provide them with a casual, private, and personal listening experience that was equivalent to what hearing people have with headphones.
Idea
The main idea of the Sole Music campaign was to create a solution that allows deaf people to enjoy music through tactile sensory input. By developing an insole that can be placed in any shoe and wirelessly paired with a mobile device, the campaign aimed to provide a casual and personal music listening experience for the hearing impaired community. The use of a special transducer translated sound waves into vibrations that can be felt, enabling deaf individuals to feel the music anywhere they go. The campaign also focused on the design challenges and lessons learned during the development process, as well as the visual influences and time constraints that were faced. Overall, the goal was to create a flexible, robust, and cost-effective solution that empowers deaf people to enjoy music in a new and inclusive way.
Results
The results of the Sole Music campaign were positive. The specially designed insole, which allows deaf people to feel music vibrations through their feet, received a lot of attention and support from the hearing impaired community. Many deaf individuals expressed their excitement and gratitude for the opportunity to experience music in a new and personal way. The campaign also garnered attention from the wider public, raising awareness about the importance of inclusivity and accessibility in music. The success of the campaign led to increased interest in the product, resulting in higher demand and recognition for the team behind Sole Music.
Links
5. “Making Inaccessible Accessible” - Landor & Fitch
Landor & Fitch did a groundbreaking campaign using advanced 3D printing technology to develop adaptive toothbrush add-ons for individuals with dexterity challenges.
2023 • Agency self-promo • United Kingdom • Europe
Challenge
The challenge of the {access}ories campaign was to address the barriers faced by individuals with disabilities that affect hand function when it comes to accessing everyday products, particularly in oral care. Outdated design and traditional manufacturing processes hindered their ability to use toothbrushes effectively. The goal was to use advanced 3D printing technology to create adaptive add-ons that would seamlessly attach to existing toothbrushes, transforming them into accessible tools. The campaign aimed to redefine accessibility standards in healthcare and improve the day-to-day lives of individuals with dexterity challenges.
Target Group
The target group of this campaign was individuals living with disabilities that affect hand function, such as carpal tunnel syndrome, arthritis, and tremors. The goal was to create accessible oral care products that catered to their specific needs and improved their day-to-day lives.
Idea
The main idea of the Landor & Fitch campaign was to address the barriers faced by individuals with disabilities that affect hand function in accessing everyday products, particularly in oral care. They launched {access}ories, a range of adaptive add-ons for toothbrushes that leverage advanced 3D printing technology to redefine accessibility standards in healthcare. The goal was to provide a personalized and desirable solution that improves the day-to-day lives of individuals facing dexterity challenges.
Results
The {access}ories campaign by Landor & Fitch had positive results. By combining advanced oral care design, technology, and 3D printing, they were able to create adaptive add-ons for toothbrushes that address the accessibility needs of individuals with hand function disabilities. Through immersive workshops and a user-friendly digital platform, over 500 variants of {access}ories were developed to cater to individual preferences and needs. The data-driven approach allows for continuous refinement and improvement, enhancing the user experience. The product received recognition from leading charities and early adopters, who acknowledged the potential of {access}ories to improve the lives of individuals with dexterity challenges worldwide. The use of 3D printing technology also enabled on-demand production, adapting to evolving requirements and reducing discomfort throughout a user's lifetime.
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