Haydn Kerr: Social & Influencer Lynx 2024

In the Arab world, your birthmark reveals what food your mother was craving during pregnancy. This belief was new to the judges, but that didn’t stop this piece winning the Social & Influencer Grand Prix. Food Delivery app HungerStation took this belief into the world of e-commerce, inviting mothers to fulfil their cravings via its app. ‘Birthmark Stories’ became a delightful product demo – showing off the speed and the breadth of HungerStation’s offering.

This shows how to use technology to challenge old beliefs. Traditionally, women have felt unsafe in Egypt, as the country has a high rate of sexual harassment and abuse. This online platform created a safer environment by teaching women to ride scooters and motorcycles.

Traditionally, on Saudi National Day, locals paint their cars to express their patriotism. But in 2016, the government made that illegal. So Cadillac turned to the online racing game Forza Horizon 5 and created a parade where all players were free to paint their cars, bringing the custom into a virtual space.