Women’s Football Campaign
This innovative campaign earned 11 D&AD Pencils, including the prestigious Black Pencil. To challenge gender bias in football support, the French telecommunications company Orange devised a clever strategy to boost enthusiasm for the French women’s team ahead of the 2023 World Cup. They released a compilation video purportedly showcasing top plays by French male football stars like Mbappé, Giroud, and Griezmann. The twist came when it was revealed that the footage featured the women’s team, with VFX used to initially disguise their identity. This bait-and-switch allowed fans to appreciate women’s football skills free from gender prejudices.
Where to Settle Campaign
Winning 5 D&AD Pencils, including a Black Pencil, the “WhereToSettle” initiative was launched in response to the Ukrainian refugee crisis following the outbreak of war. As refugees flooded into Poland, facing skyrocketing rents and job market saturation in major cities, Mastercard developed “WhereToSettle” . This smart-data platform aggregates various data points to provide personalized living recommendations in Poland, helping around 20% of Ukrainian refugees find suitable settlements during a time of national upheaval.
My Japan Railway Campaign
The “My Japan Railway” campaign, which won 6 D&AD Pencils including a Black Pencil, transformed the public perception of Japan Railway. Known for its punctuality and convenience, the campaign introduced an interactive web app that personalized the commuting experience. This initiative not only enhanced daily travel but also encouraged exploration of distant locations and engagement with scenic attractions, turning routine journeys into creative and memorable experiences.