Despite almost 2 decades of online innovation, digital ads are still being used to simply inform more than they're being used to connect, engage, and entertain.

Avis’ ‘We try harder’ set the benchmark for the challenger brand, and 50 years later remains the company’s manifesto. We demonstrated the company’s humble commitment to constant improvement by inviting users to share their car rental stories, both good and bad.

The campaign challenged the industry to change its perception of and approach to digital advertising. The response has been immeasurably positive, having ignited industry conversation, and receiving rave reviews from respected publications such as The New York Times, The Washington Post, Ad Age, Mashable, Creativity, and more. Perhaps more importantly, the ad has connected and inspired not just creatives in our industry, but the general public as well, with thousands of Cokes and messages shared since its launch—making the world just a little bit smaller.