Adaily Inspiration Week #41: Being honest
Adaily Inspiration Week #41: Being honest
Adaily Inspiration is a weekly newsletter containing 5 inspiring ads from our full 3,500+ database of winning campaigns.
For this week we chose honesty campaigns. Below you can find our 5 picks, straight from adaily.co » HERE «
1. Heinz Ketchup Fraud • Heinz
Rethink Toronto • 2024 • Retail - food • Canada • North America
Campaign Summary:
Heinz's campaign aimed to address "Ketchup Fraud" by encouraging fans to report instances of Heinz bottles refilled with generic ketchup, highlighting brand loyalty and reinforcing Heinz’s unique quality.
The challenge was to convince restaurants to choose Heinz despite cost pressures, emphasizing consumer preference for the brand. The campaign achieved a 92% positive sentiment, exceeded engagement benchmarks by 128 times, and led to Heinz securing 33 new vendor accounts, re-signing venues like Fenway Park, and seeing an 8% sales increase. Due to its success, Heinz will launch "Heinz Verified" in 2024, a platform assuring restaurants serve genuine Heinz ketchup.
Links
2. The E-Commerce of Trust • Gahr WeCapital
DDB Mexico City • 2024 • Bank • Mexico • LATAM
Campaign Summary:
WeCapital's "E-commerce of Trust" campaign promoted financial inclusion in Mexico by creating an online grocery platform that replicated the trust-based credit system common in neighborhood stores, allowing unbanked individuals to access credit for essential food items.
The challenge was to gain the trust of Mexico's unbanked population, bridging the gap between financial institutions and low-income families reliant on informal credit. The platform has provided over 9,500 food loans, engaged 7,700 active users, and delivered 72,000 essential products through 60 partner stores across Mexico City. This initiative represents a step toward reducing Mexico’s financial inclusion gap.
Links
3. Transparency Card • Congresso Em Foco
AKQA São Paulo • 2023 • Media outlet • Brazil • LATAM
Campaign Summary:
The Transparency Card campaign in Brazil provided citizens with real-time updates on politicians' spending habits, allowing them to monitor public funds and hold politicians accountable.
The challenge was to simplify the complex data on political spending and make it accessible to the public. The campaign distributed over 430,000 digital cards, sending 20 million notifications on political expenses, and became a valuable resource for journalists. By empowering citizens to act as watchdogs, the campaign has raised awareness and promoted transparency, contributing to the fight against corruption in Brazil.
Links
4. Wikitruth • Ukrainian Witness
Publicis Groupe Benelux • 2023 • NGO - politics • Ukraine • Europe
Campaign Summary:
Ukrainian Witness used Wikipedia to bypass Russian censorship and bring truthful information about the war in Ukraine directly to the Russian population. By adding images of the war’s devastation to Ukrainian city pages on Russian Wikipedia, the campaign aimed to counter Russian propaganda.
The challenge was to reach Russians with accurate information amidst a highly controlled media environment. Despite Russian bots deleting content, global Wikipedia editors joined to maintain the updates, resulting in doubled editor participation and a 242% increase in views on Ukrainian city pages. The campaign transformed Wikipedia into a vital, uncensored news source for millions of Russians.
Links
5. We Play Real • Nike
Wieden+Kennedy Portland • 2021 • Clothing • United States • North America
Campaign Summary:
Nike's “We Play Real” campaign celebrates Black women athletes by highlighting their hard work, resilience, and achievements, challenging the misconception that their success is due to "magic" or natural talent.
The campaign aimed to promote gender and racial equality in sports, urging recognition and support for Black women athletes. Leveraging International Women’s Day 2021, it garnered 4.5 million views in 48 hours and included NBA athletes uplifting impactful Black women. Nike further supported the cause by investing $500,000 in Black Girl Ventures, reinforcing its commitment to addressing racial inequality and championing equality in sports.
Links
Five’s not enough?
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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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