Creatividad: MM&M Awards 2016/Best Multicultural Campaign

GOLD 
HealthWork (powered by BBDO and CDMi) and Genentech 
Sister Pact 

After The New York Times reported that a disproportionately high percentage of African-American women in Memphis die from breast cancer, Genentech made it a priority to help. 

 The core campaign concept — making a pact with a friend to get a mammogram — taps into existing trusted relationships to drive both awareness and participation. Local influencers helped reach out to the targeted audience of African-American women aged 35 to 60. 

 The campaign creative features local women and their friends realistically filmed together in their hometown environment. Execution included ads (digital, print, broadcast, and out of home), local events, a call center, and Sisterpact.com.

SILVER 
XL Alliance and Valeant Pharmaceuticals 
 No More Hair, More You (Clear+Brilliant Pélo Laser) 

The concept of ­shedding unwanted hair and labels was used to introduce millennials and the LGBTQ community to the Clear+Brilliant Pélo hair-removal laser. 
The campaign, which features various humorous and arresting hairy elements, helped drive more than $1 million in sales in four months. Judges found the effort smart and funny. (Ver)

Ver anterior: 
Creatividad: MM&M Awards 2016/Best Professional Sales Tool