ENERGY BBDO, Chicago / UNICEF / 2008
It began with a simple statistic: Chicago has more bars per capita than any other city in America. Why not leverage its thriving bar culture to expand the Tap Project? So we recruited both restaurants and bars to participate. We then launched a multi-tiered campaign across every major media channel to encourage Chicagoans to do what they do best: drink. But this time, we asked them to pay $1 for Tap Water with 100% of the proceeds going directly to help millions worldwide.
Hundreds of restaurants and bars signed up, with bars accounting for one-third of the participating establishments.The Chicago Tap Project ran for one week with $500M in discounted and donated media support, achieving:100 million advertising impressions through TV, print and out-of-home.13 million online impressions with 3,200 clicks.41 placements in local media coverage for an additional 8 million PR impressions.This equals about 40 individual impressions for every single Chicagoan.[Donation totals were not yet available for reporting at time of submission].
2015, CANCER SOCIETY
GEORGE PATTERSON Y&R, Sydney
2012, ST VINCENT DE PAUL SOCIETY