Campaign of the Year

Nobody’s perfect. People who have been through adversity in life are not just accepted, they are celebrated.

But shelter animals who have been through similar adversities are unfairly judged. There is a perception that there is something wrong with them – because they were abandoned, sick or damaged in some way. 3 in 4 households prefer to buy a pet from a store instead of adopting one from a shelter, resulting in over 1.5 million shelter dogs being euthanized every year (source: SPCA)

To change the perception that shelter dogs are flawed or imperfect compared to those sold at pet stores, we enlisted the help of people who have been profiled in the media for overcoming challenges in life. Their task? To do a voice recording that narrates the stories of real shelter dogs – stories that they can relate to like none other.

Genesis BCW

Men don’t cry. That is what society teaches young boys. Young men construct their ideas of manhood around toughness and start believing that crying is for the weak. They learn that to be tough, never show weakness, never express fragility and above all never show tears. On International Men’s day 2019, Gillette India, under Shaving Stereotype, asked men to rethink their notions of masculinity. Inspired from the real-life story of Colonel Manoj Kumar Sinha, who as an army man was conditioned to never express his emotions even in the most vulnerable situations, Gillette India launched #ManEnough campaign. The campaign revolved around a video that showed the bond between him and his father and the need for men to cry and express their emotions. The campaign reached out to 38 million people and with over 2.8 million engagement across social media and a 32% increase in profit between October-December 2019.

Elan Shou

2019 was a record year for Elan Shou and Ruder Finn Asia (RFA). Her firm was named 2019 Consultancy of the Year (Greater China) by the influential Holmes Report and ranked #1 by Clients for Performance and Contribution to Business Growth by R3 Worldwide. The year also saw record RFA revenues of US$39,000,000 and EBT of 12% in an environment where the communications industry was generally shrinking or, at best, flat (Holmes Report). RFA had a strong client acquisition year with competitive wins including Heineken, Marriott, Singapore Tourism Board, Uber, DBS Asia, Twitter, Dyson, Shell, Roche, Abbott, GSK, Evian, Beijing Metro, VIVO, OPPO, Skyworth, Hilton and ClubMed.