Nominees Category: 2025

Disrupting IKEA to Reveal the Realities of Homelessness in Australia

In Australia, over 120,000 people experience homelessness each night—many hidden in cars, tents or on couches. IKEA, experts in life at home, wanted to raise awareness of domestic and family violence as a leading cause, and inspire support for women and children seeking safety.

The campaign This Is Not a Home disrupted showrooms with powerful, real-life scenes: a car turned into a makeshift home, a tent placed in the restaurant, and a worn sofa representing couch-surfing. Partnering with Save the Children Australia, each installation shared emotional stories and encouraged donations.

The campaign gained national attention with 80 media stories reaching 15 million people. In-store, it was seen by 274,000 visitors, with an 82% engagement rate online. It also drove real change—prompting engagement from government stakeholders and delivering over $250,000 in financial support and IKEA expertise to help women and children find safe, secure homes.

As a leading brand in welfare vehicles, Volkswagen Commercial Vehicles believes in “Mobility for All”, showcasing not only the functionality of its welfare vehicles but also the values they represent — freedom, exploration, and human connection. The company aimed to tackle the societal stereotypes on people with disabilities by collaborating with individuals with profound disabilities to accomplish an unprecedented feat.

Volkswagen Commercial Vehicles Taiwan invited the inspiring mother-son duo, Jia Ling and Xiao Bi, to summit Taiwan’s highest peak, Mt. Jade. Despite Xiao Bi being a paralyzed boy with severe cerebral palsy, his mother has spent years taking him to countless sporting events across Taiwan—embodying the true spirit of “Mobility for All” through action.

This campaign was documented in a feature-length film, and aimed to break societal misconceptions about people with disabilities and highlight their limitless potential, reinforcing the right of mobility for all.

2degrees Mobile, New Zealand’s first telco with a net-zero target validated by the Science-based Targets initiative, led a campaign to raise climate change awareness by challenging Kiwi businesses to “answer the call”. The centrepiece of the campaign was a striking two-tonne iceberg sculpture, made from 2,500 litres of collected rainwater, with phones inside ringing to symbolise calls from Earth. Positioned in a high-traffic area, the sculpture melted under the New Zealand sun, symbolising the urgent climate crisis. Supported by influencer and owned content, sustainability, tech and business journalists were invited to experience the installation firsthand. The experience stayed true to the brand’s challenger spirit and sustainability strategy, turning a corporate milestone into a provocative public invitation.

This publication project was initiated as a strategic response to the declining STEM talent pool in Korea, as part of LG’s proactive recruitment branding strategy. Eleven “Young Professionals” selected from across 8 LG Group affiliates connected with potential job seekers through multiple touchpoints. They helped create a brand magazine sharing genuine stories of their professional journeys, while also communicating directly with prospects through panel discussions, coffee chats, and government-sponsored lectures across both digital and physical spaces. The magazine’s popularity led to three print runs, and related YouTube content generated 660,192 views, providing valuable career insights to prospective STEM talent. As a result, the project gained external recognition by winning the Grand Prize in the corporate marketing category at the 2024 Korea PR Awards, hosted by the Korea Public Relations Association.

Eternal Group released the 2024 Hong Kong and Macau Perfume and Home Fragrance White Paper, which provides valuable insights into market trends, consumer behavior, opportunities, and challenges. The objective of the publication is to enhance Eternal Group’s branding among stakeholders such as brand owners, retailers, landlords, and media, serving as a strategic tool to attract potential business partners. As the first comprehensive market research of its kind in Asia focused on these regions, the White Paper reinforces Eternal Group’s commitment to industry leadership in the fragrance and beauty sectors. By offering actionable insights into consumer behavior and competitive dynamics, it positions Eternal Group as a key expert for brands navigating the complexities of the Greater China market.