Marketing Society Brave Awards

Honouring and highlighting the great work of agencies and brands

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Case Study

McDonald's, the fast food brand, increased brand trust and sales in the UK by disproving fake news stories about the source and quality of its food through a TV ad series and inviting YouTube influencers to its factories.

Case Study

Currys PC World, a British electrical retailer, devised a new training program - Tested in Life - to meet its challenges.

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The National Safety Council (NSC), a non-profit public service, increased awareness of the dangers of taking opioids in the US by creating a memorial with a wall of pills that had the faces of overdose victims carved into them.

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HSBC, a banking brand, increased knowledge and awareness of the Belt and Road Initiative by launching a suite of communications, customer case studies and education programmes for its staff globally.

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Karma Group, a luxury travel and lifestyle brand, increased global awareness of its brand by inviting people to join a private members travel club with exclusive benefits.

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Dimension Data, a company specialising in information technology services, launched an integrated marketing programme in South Africa to spread awareness of its Connected Conservation programme, aimed at stopping rhino poaching.

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The Scottish Government took a calculated risk with its 2016/17 organ donation campaign, which deliberately avoided tugged-heartstrings in favour of positivity, humour, naked bodies and transplant scars on proud display.

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Time to Change, a mental health organisation in England, developed a campaign that got males to talk to their friends about mental health, which was funded by the Department of Health, Comic Relief and the Big Lottery Fund.

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Monkey Shoulder, a whisky brand, increased brand preference among consumers and bartenders globally by breaking the rules of not mixing whisky and launching activations that put whisky into cocktails.

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Domino's, a pizza brand, increased its online sales on New Year's Day by taking over a Sky TV channel and launching the Recovery Channel for hungover viewers in the UK.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

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KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.

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BOXT, an online boiler business, launched an online digital platform that arranged a new boiler for consumers in the UK all on their mobile phone.

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Hostelworld, a hostel-focused online booking platform, changed the perception of hostels among young travellers by launching branded video content in the UK that documented celebrities staying in hostels.

Case Study

Godiva, a Belgian chocolatier, looked beyond its traditional chocolate boutique stores and took its luxury products into supermarkets in the UK through a visual campaign that broke category conventions.

Case Study

Yorkshire Tea, a British tea brand, increased market share in the UK by launching a campaign that featured celebrities as its factory workers.

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O2, a telecommunications brand, increased staff participation and awareness of the company's participation in good causes by launching events and discussions in its parent company, Telefonica SA's, volunteering day in the UK.

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BT Sport Business, a group of sports television channels, increased sales and customer satisfaction among its main business clients, pubs, by introducing the Manager of the Month campaign for pub landlords in the UK.

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The Senet Group, an independent body set up to promote responsible gambling standards, released a campaign in the UK to help raise awareness of the dangers of betting addiction through emotion.

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Bodyform, a brand of feminine hygiene products, got its company to think and act more boldly than ever before in order to bring to life its purpose and make a meaningful difference to women.

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Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

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TUI, a British leisure travel group, launched a three-phase internal campaign in the UK to prepare its colleagues for its rebrand from Thomson and Falcon to TUI.

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O2, a telecommunications company, launched the Free Screen Replacement programme to convince people in the UK to join O2 during the release of the new iPhone 8 and iPhone X.

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Bayer, a pharmaceutical brand, made its product relevant to a new audience in the US by focusing on its life-saving capabilities.

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Beano, a children's comic, transformed itself from a dormant heritage brand into a contemporary entertainment brand for a whole new generation of digital-native kids in the UK.