No We Can
by Karmarama, part of Accenture Interactive, for NCS
National Citizen Service (NCS) is a government scheme that encourages those aged 16-17 to become independent and take on roles within their community. In an attempt to double the participation and overcome negative brand perception, Karmarama created a “disruptive” identity with an “unapologetic” tone of voice. The campaign was rolled out across social media channels – Facebook, Instagram, Snapchat and YouTube – to appeal to the target audience with a series of animations that revealed the scheme’s new identity. The campaign highlighted four key interests to build on: injustice, environment, mental health and identity, and built on these themes as it developed. Short videos were released which were designed to work as a “manifesto piece”, and they were later adapted to include video footage shot by the teens themselves. It aimed to highlight the importance of young people’s perspective, and also turn them into content creators, with the defiant slogan: ‘No we can’. A longer video depicted scenes where young people were told they could not do things – like getting jobs, identifying a certain way, or simply hanging out, for example – and highlighted the NCS course as a way of being able to achieve these things.
The judges said: “Putting the message back to the audience is a great twist that gives the messaging empowerment and makes it relatable. The attitude in the No We Can messaging works well to shrug off negative perceptions of the youth. It seeks to provide meaningful content and engagement for the stated target group.
by Wildish & Co., for Swizzels Matlow
Swizzels Matlow hired Wildish & Co. to create a campaign for its range of vegan sweets for the start of the new year (as a way to tie in with Veganuary trends). Rolling out across Facebook and Instagram, the agency brought to life the history of each of the sweets and incorporated its “personality” into short-form videos.
Featuring vegan favourites of classic sweets like Love Hearts, Drumsticks and Parma Violets, Wildish & Co. played on the “retro 80s vibe” while adding a modern touch. The ads targeted four audiences: environmentalists, flexitarians, vegans and vegetarians, while always appealing to sweet lovers. With a distinctly flower power vibe, each sweet came with its own tagline – ‘All you need is love’ for Love Hearts, while another favourite imbued a more radical spirit: ‘Join the Refreshers revolutionary’.