Adweek: Ad of the Year: Walmart, CoorDown, Lexus, Honey Maid, CHIRLA Action Fund
Greenlight a Vet
Saatchi & Saatchi NY
Walmart wanted to inspire the nation to show their commitment to veterans through the symbolic act of changing a light to green. The Greenlight a Vet campaign launched with national TV spots featuring real-life veterans, accompanied by online profiles of each veteran’s story. Since launch, millions have been “greenlighting” veterans and sharing their support on social media, creating one of the largest veteran support movements in U.S. history.
How Do You See Me
Saatchi & Saatchi NY
The simple yet powerful online film from CoorDown, Italy’s national organization for people with Down syndrome, features a girl with Down syndrome narrating the life she wants to have, as played by actress Olivia Wilde. The goal: Ignite a conversation around how people pre-judge someone based on their condition and how those with Down syndrome are victims of discrimination based on how people look at them, often even more than what is said about them.
Lexus joined with Out to honor four of its Out100 LGBT influencers by telling their stories of coming out and how that experience helped influence them. Filmed inside of Lexus vehicles, these heartfelt journeys pushed the boundaries of traditional car advertising. The web series highlighted what people have in common—figuring how to reach their dreams despite adversity. The campaign also motivated others in the LGBT community to share their own coming-out stories.
This Is Wholesome
When it came out two years ago, Honey Maid’s original This Is Wholesome campaign made headlines by highlighting America’s many non-traditional families. This year’s follow-up campaign didn’t just show non-traditional families, but told stories of how they’ve struggled for acceptance. Three separate spots showed an older brother accepting his adopted little brother, a Hispanic grandfather accepting his gay son and his husband and a mother finding friendship with a Muslim neighbor.
Turn Ignorance Around
CHIRLA Action Fund
When Donald Trump used pejorative words to describe the Latino community, immigrant rights group CHIRLA sought to show how untrue the candidate’s comments were. In the campaign, T-shirts became walking billboards. The front of the shirt featured terms like dealer, killer, murderer, attacker and thief. When the wearer turned around, it showed who they really were: teachers, nurses, firefighters, chefs, lawyers, etc. It’s due to run through the November election.