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Case Study

Maruti Suzuki, an automotive brand, launched a campaign in India featuring a bubble-wrapped man to encourage its employees to take road safety seriously by wearing their seatbelts.

Case Study

Fortis Healthcare, a chain of specialist hospitals, designed the #MoretoGive campaign to show Indians that they each have the power to give life to eight other people.

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Entry-level car Datsun redi-GO achieved lifts in brand awareness and perception in India with a bold campaign that pitted it against its competition.

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Medcare Women & Children Hospital, a leading healthcare provider in the UAE, used a hands-on creative campaign to raise awareness of the necessity for breast checks among local and Arab women.

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Telco Saudi Telecom Company launched the Unveil Saudi campaign to strengthen the association with its claim to have the widest coverage across the Kingdom.

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OMO, a detergent brand, wanted to promote its motto 'Dirt is Good' in the Middle East in order to impact growth in its stain removal equity and increase sales.

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University of Melbourne, a public research university, increased awareness of its research contribution by turning Melbourne's Central Business District into an open exhibition.

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Gesicht Zeigen!, a non-profit organisation, launched a campaign that marked the return to print of Hitler's 'Mein Kampf' in Germany with a special edition of the book that instead featured 11 stories of holocaust survivors or refugees.

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Child Focus, the Belgian Centre for missing and sexually exploited children, successfully raised awareness for missing children, and found a child, by launching a multichannel campaign across Belgium.

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ANZ Bank Australia highlighted its partnership with the Sydney Gay & Lesbian Mardi Gras by redesigning its ATMs, banks and website to show its support.

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Aster DM Care, a healthcare provider, increased the number of eye check-up visitors in Dubai and India by launching an eyesight test that used visual cues rather than letters.

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Equality NC, an LGBT rights advocacy group, launched a campaign that played to undecided voters' interests regarding their state's economic and cultural losses to gather votes and drive out a sitting US senator who had passed a discriminatory bill.

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Time to Change, a mental health organisation in England, developed a campaign that got males to talk to their friends about mental health, which was funded by the Department of Health, Comic Relief and the Big Lottery Fund.

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Brewer UBREW used a digital-based campaign to launch its new low-alcohol beer brand in the UK, and create empathy between the brand and consumers.

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TV channel Colors used a campaign in India to support the launch of programming focusing on the most misfortunate in society to challenge taboos.

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Indian TV channel Colors used an integrated campaign to drive viewing figures for the tenth series of popular TV show Bigg Boss in India.

Article

Explores great examples of creative use of context to rediscover the opportunities that it offers, and summarises its observations as tangible takeaways for the reader to apply to any future work.

Case Study

Lebanese TV station Murr Television, known as 'The People’s Channel', used TV, radio and social media to address the problem of potholes on the country’s roads and try to shame the government into doing something about them.

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Greenpeace Philippines, a non-governmental environmental organisation, generated awareness of the effects of plastic pollution by mounting a decomposing whale made of waste plastic on a beach in the Philippines.

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KFC, a fast food chain, launched the KFC Battle campaign in Russia to increase consumer engagement and brand awareness.

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Swisscom, a telecommunications provider in Switzerland, created snow drawings at the Alpine World Ski Championships to showcase its network coverage and give support to its sponsor, the Swiss ski team.

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East Village E20, a property development in East London, launched a wine and cheese festival to drive footfall to the property and find new tenants.

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Ung Cancer, a non-profit organisation, launched the Check Your Balls campaign in Sweden to raise awareness of testicular cancer among young adults.

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Barclays, a financial institution, launched a campaign in the UK to celebrate 50 years of the ATM and deliver key brand messages.

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Microsoft, a technology company, launched a campaign in Poland to market the creative features of the New Surface Pro, Microsoft 2in1 device.