Following the surge in antisemitic incidents after Oct. 7, 2023, the Basis to Fight Antisemitism (FCAS) acknowledged that conventional consciousness campaigns had been failing to interact Gen Z and the massive section of People who considered hate as “not their drawback.” To deal with this, FCAS got down to reframe antisemitism as a part of the broader struggle in opposition to all types of hate with #TimeOutAgainstHate. The marketing campaign’s core technique was to remodel the acquainted sports activities timeout gesture right into a nationwide image for taking a pause to regroup and rethink. By partnering with eight main U.S. sports activities leagues, FCAS activated this message throughout soccer, basketball, hockey, soccer, baseball, and NASCAR.
The initiative spanned nationwide broadcasts, streaming platforms (together with dynamically inserted adverts throughout stay timeouts), podcasts, social media, and a synchronized out-of-home billboard takeover in 41 cities. Outcomes had been substantial: The marketing campaign reached 76% of American adults, delivered 863 million paid impressions and over 3 billion earned impressions, and drove an 11-point improve in individuals saying they had been “very probably” to face up in opposition to Jewish hate.
Nike | “Profitable Isn’t For Everybody”
Inventive Company: Wieden+Kennedy Portland
Media Company: PMG
Class: Complete Marketing campaign Over $10 Million
Profitable has at all times been central to Nike’s model message. And as each athlete is aware of, when you don’t got down to win, you’ve already misplaced, which is rarely extra true than throughout the yr’s largest worldwide sports activities competitors: the Olympic Video games. For the Paris Olympics, Nike got down to rejoice the individuals who work the toughest, practice the longest, and put every part on the road. “Profitable Isn’t For Everybody” wasn’t fairly—however neither is the ruthlessness it takes to push the human physique to its limits, illustrated by an enormous roster of Nike ambassadors together with LeBron James, Sha’Carri Richardson, Cristiano Ronaldo, and A’ja Wilson.
The marketing campaign launched on Nike’s social channels days earlier than the Opening Ceremonies, adopted by a Gen Z-focused international media rollout. And W+Ok saved creating all through the video games, together with 24 real-time medalist response adverts despatched out moments after their victory throughout 5,000 digital OOH placements in 11 nations. The cross-channel technique generated 12 billion impressions and over 4 billion international views. Nike additionally turned probably the most dominant model of the video games, proudly owning 52% of all Olympic social dialog—surpassing official Olympic sponsors.
