Gold
GoldThe Pink Oath
- Entrant
- McCann Riga
- Country
- Latvia
- Brand
- Pink Train Foundation
- Advertiser
- Pink Train Foundation
Once intentions are stated publicly, people are 30% more likely to follow through. And one of the most powerful ways to put intentions into words is an oath. The fundamental oath in medicine is the Hippocratic Oath: a pledge to do good, avoid harm, and treat every patient as you'd want to be treated yourself. But doctors can't help patients who don't show up. To bridge this gap, we encouraged women to take the Pink Oath to make their breast health a priority — the first pledge for women to put themselves first. The campaign was designed as a digital-first ecosystem, where every touchpoint drove participation and sharing. To scale engagement, influential Latvian women (from politicians to media personalities) shared personalized oath videos across social platforms, adapting the message to their audiences and professions. This triggered a wave of user-generated content, as women created and posted their own Pink Oaths. Digital momentum was amplified through PR and extended into real-world touchpoints, including clinics and partner platforms. A mobile mammogram, promoted through digital channels, enabled women to act on their pledges, connecting online commitment with offline behavior...
Silver
SilverPowder
- Entrant
- Not Perfect Vilnius
- Country
- Lithuania
- Brand
- White Hack
- Advertiser
- White Hack
Laundry powder and cocaine look identical. Same colour. Same texture. Same suspicious little bag. Everyone knows it. Nobody ever said it. Especially not a detergent brand.
White Hack did. Because White Hack is a detergent that comes in sheets, not powder. No white powder. No confusion. And to prove the point, they hired the one person on earth for whom this was not a joke.
Stephen Baldwin. 27 years sober. A man so committed to avoiding white powder in any form that he stopped doing laundry entirely. With White Hack sheets, he could finally do both.
Baldwin posted. His family got involved. Reddit found it. Bored Panda covered it. The internet had opinions.
Nobody got arrested. Everybody got clean clothes.
Bronze
BronzeFailing at the Finish
- Entrant
- McCann Riga
- Country
- Latvia
- Brand
- Iespējamā misija / Mission Possible
- Advertiser
- Iespējamā misija / Mission Possible
In Latvia, the fact that 1 in 5 children fail to graduate didn't shock the public, because you can't feel a statistic. Or can you? To mobilize a new generation of teachers, we transformed an invisible system failure into a collective moment of pain. For one month, popular singer Fiņķis documented his first marathon journey. People followed, cheered him on, and saw his struggles. On marathon day, he seemed ready. He ran 42 kilometres, closely watched by fans and the media. Just before the finish line… he stopped. Fiņķis sacrificed his first marathon time to show that 1 in 5 children will not finish their own personal school marathon. The video and PR message blew up on social media and in the news. As a result, Mission Possible hit a new record for school teacher applications from the public.
Shortlist
ShortlistDon’t Be a Guinea Pig (Ära ole katsejänes)
- Entrant
- La Ecwador
- Country
- Estonia
- Brand
- Republic of Estonia Health Board
- Advertiser
- Republic of Estonia Health Board
In Estonian, “guinea pig” translates culturally as “katsejänes” — literally, “test rabbit.”
Young people are increasingly choosing beauty services based on price, social media appeal and availability rather than verified expertise. When an unqualified provider is “still practicing”, someone inevitably becomes the person they practice on.
By turning that person into a literal beauty-enhanced guinea pig, we made an invisible health risk instantly visible — and gave consumers one simple action: check the provider’s qualifications before you trust them.
Before the campaign’s official launch, we created a fake Instagram account, @bunnybeauty_angela, posing as an inexperienced beauty provider. Within a week, it gained 200+ followers and received real booking requests from young people eager to get cheap lashes and permanent makeup. We even ran Q&As asking followers which unverified beauty products we should order from sketchy third-country marketplaces. Instead of raising red flags, people actively joined in and expressed which nails/lashes they wanted to see on themselves.
To push the experiment further, influencer Hanna Martinson visited Angela for a “permanent makeup” appointment....
