4A's Jay Chiat Awards

Reword

Brand Headspace
Agency Leo Burnett Melbourne
Advertiser Headspace
Country Australia

Around 463,000 young people are bullied online in Australia each year, so headspace had to find a way to stop bullying before it happens.

Reword launched as a JavaScript tool that analyses words and context to detect insulting patterns and highlights them with a red strike-through.

In six weeks, Reword was installed by over 150,000 users and 84% of insults were reworded when prompted.

Transforming a Brand that Sucks

Brand Jolly Rancher
Agency Anomaly
Advertiser The Hershey Company
Country United States

Jolly Rancher successfully used social listening and behavioural analytics to become relevant among millennials in moments where life sucked.

Don't Go There, Live There

Brand Airbnb
AgencyTBWA Chiat/Day
AdvertiserAirbnb
Country Global

The travel brand successfully increased consideration globally by telling consumers not to go to a country but to live there.

Dads #Sharetheload

Brand Ariel Matic
Agency BBDO India
Advertiser Procter & Gamble (P&G)
Country India

Ariel Matic generated immense positive attention for the brand by bringing the issue of gender inequality in the home into public consciousness.

5000 Years in the Making

Brand hmbldt
Agency Anomaly Communications
Advertiser hmbldt
Country United States

A team of strategists and entrepreneurs harnessed the disruptive power of cannabis to create hmbldt: a new medicinal cannabis brand.

The Return

Brand Northwell Health
Agency J Walter Thompson New York
Advertiser Northwell Health
Country United States

Northwell Health increased social conversation volume by 398% by creating an amphibious prosthetic to change the lives of amputees.