Grand Prix

The People's Seat

Live Special Award

The People's Seat

Brand The United Nations
Agency Grey London
Advertiser The United Nations
Country Global

The United Nations used social media to drive a global campaign that let the people of the world have their say on climate change at the COP24.

It developed a Facebook Messenger bot for people to interact with the UN and got Sir David Attenborough to deliver a speech through a livestream on Facebook.

The campaign reached more than 1.3 billion people.


Closer Than You Think

Smart Spender Special Award

Closer Than You Think

Brand Child Focus
Agency Wunderman Antwerp
Advertiser Child Focus
Country Belgium

Child Focus, a centre for missing children, used findings from a social experiment to inspire Belgian citizens to actively contribute to the cause of finding missing children.

Save the Cows

Save the Cows

Brand Puck
Agency FP7 McCann Dubai
Advertiser Arla Foods
Countries Saudi Arabia, United Arab Emirates

Puck's Blue Jar Cheese used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.

Not Just One Creator

Path-to-Purchase Special Award

Not Just One Creator

Brand Vans
Agency Starcom, MRY
Advertiser VF Corporation
Country United States

Vans used influencers to successfully broaden its appeal among teens and young adults in the US, generating revenue and brand awareness.


Turning their tweets against them

Brand Burger King
Agency MullenLowe US
Advertiser Burger King
Country North America

Change Has a Taste

Brand Coca-Cola
Agency FP7 McCann Dubai
Advertiser Coca-Cola
Country Saudi Arabia

Creating the fourth place in coffee culture

Brand Starbucks UK
Agency Manning Gottlieb OMD
Advertiser Starbucks UK
Country United Kingdom

Get Packing!

Brand JetBlue
Agency MullenLowe US
Advertiser JetBlue
Country North America

While You Wait...

Brand Emirates NBD
Agency FP7 McCann Dubai
Advertiser Emirates NBD
Country United Arab Emirates

The Mud Soldier

Brand Flanders Fields 14-18
Agency Ogilvy SocialLab
Advertiser Visit Flanders
Country Europe, North America, Australia


Brand Heineken
Agency Insight Publicis
Advertiser Nigerian Breweries Limited
Country Nigeria


The Burger Wars

Brand KFC
Agency Reprise
Advertiser QSR Stores Sdn Bhd
Country Malaysia

Sponsor of Losers

Brand McDonald's
Agency FP7 McCann Beirut
Advertiser McDonald's
Country Lebanon


Brand M&M's
Agency AMV BBDO, MediaCom
Advertiser Mars Confectionery
Country United Kingdom

Why Gamble With Your Holiday?

Brand Singapore Tourism Board
Agency TBWA\Singapore
Advertiser Singapore Tourism Board
Countries Singapore


Preventing people from infections during Ramadan

Brand Lifebuoy
Agency Wunderman Dubai
Advertiser Unilever
Country United Arab Emirates

Getting people to barbecue at 50ºC

Brand Tefal
Agency Wunderman Dubai
Advertiser Groupe SEB
Country Saudi Arabia, United Arab Emirates

FitMe Squad

Brand Maybelline
Agency Ensemble Worldwide
Advertiser L'Oréal Malaysia Sdn Bhd
Country Malaysia

Nature's Tastiest Experiment

Brand Knorr
Agency PHD Taiwan
Advertiser Unilever
Country Taiwan

Learning the real language of trust

Brand Johnson's Baby
Agency DDB Mudra Group
Advertiser Johnson & Johnson
Country India


Special Awards

Path-to-Purchase Award – for a social strategy that successfully drove sales.

Smart Spender Award – for a social strategy that was effective on a budget of $500K or less.

Live Award – for the best real-time campaign that has helped the brand achieve a specific business result.


Lucy Aitken

Lucy Aitken, Managing Editor – Case Studies
+44 (0) 20 7467 8154

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