Kampagne mod hatespeech vinder bronzeløve

Hvad der startede som en idé i hjernerne på Emma Søgaard og Christoffer Vejlø, da de var studerende på DMJX Kreativ Kommunikation, har nu indkasseret dem en løve i bronze ved årets Cannes Lions.

Mens fundamentet til makkerparrets vinder-idé Follow Their Leader blev støbt på skolen, blev den siden forfinet i samarbejde med Nord DDB CPH, hvor de i dag begge arbejder, Nord DDB i Sverige og den globale organisation The Non-Violence Project Foundation.

“Det er virkelig fedt at juryen også kunne se, hvor vigtigt det er at holde de største firmaer i verden ansvarlige for deres manglende handling. Og derudover er det top at vinde en løve!” skriver det glade makkerpar i en sms til mediet Markedsføring.

Follow Their Leader vandt bronze i kategorien Social & Influencer. Initiativet har til formål at stoppe hatespeech — racistiske og ekstremistiske budskaber — på Instagram.

“Vi er kæmpe stolte af Chris og Emma. De har arbejdet så hårdt i over et år, for at få kampagnen ud og de fortjener virkelig at få denne her anerkendelse. Hvilket deles med vores kollager i Stockholm, som vi har lavet kampagnen sammen med,” lyder det fra Tim Fremmich Andresen, der er kreativ direktør hos Nord DDB CPH.

Emma Søgaard, Christoffer Vejlø og Tim Fremmich Andresen har tidligere uddybet ideen og dens formål. Det kan du læse her.

Markedsføring følger Cannes Lions-festivalen hele ugen.

SØLV: Ballad m.fl. for The Greatest Story ever Worn for Levis i Industry Craft (Brand & Communications Design, D)

BRONZE: Nord DDB CPH og Nord DDB i Sverige for Follow Their Leader i Social & Influencer.

BRONZE: New Land for Iran-e Man for Pairi Daeza i Film Craft (Cinematography)

BRONZE: Uncle Grey, Forever og Wavemaker for Love Squad for Waoo i Entertainment Lions for Gaming (Influencer & Co-Creation)

BRONZE: TV 2 Creative for The Copenhagen Bench for TV 2 Danmark i Outdoor (Special Build)

Creative Commerce

– Uncle Grey for ReSell Tag for Samsøe & Samsøe (Corporate Purpose & Social Responsibility)

Creative Effectiveness

– Virtue for Backup Ukraine for Polycam 3D/Unesco/Blueshield (Not-for-profit / Charity / Government)
– Virtue for Backup Ukraine for Polycam 3D/Unesco/Blueshield (Real-time Response)
– Virtue for Backup Ukraine for Polycam 3D/Unesco/Blueshield (Single Market)

Creative Strategy

– Virtue for Backup Ukraine for Polycam 3D/Unesco/Blueshield (Not-for-profit / Charity / Government)
– Virtue for Backup Ukraine for Polycam 3D/Unesco/Blueshield (Products / Services)

Film

– New Land for Iran-e Man for Pairi Daeza (Corporate Purpose & Social Responsibility)
– Bacon X m.fl. for Mustache for Twix (Food & Drink)
– Bacon m.fl. for Join the Flipside for Samsung (Consumer Goods)
– Ballad m.fl. for Legends Never Die for Levi’s (Retail)
– Ballad m.fl. for Fair Exchange for Levi’s (Retail)

Mobile

– Uncle Grey for ReSell Tag for Samsøe & Samsøe (Mobile-led Creativity)

Brand Experience & Activation

– Accenture Song, Orchestra og Help PR for Unplug Denmark for Norlys og Røde Kors (Sponsorship & Brand Partnership)
– Uncle Grey, Forever og Wavemaker for Love Squad for Waoo (Breakthrough on a Budget)

Direct 

– TV 2 Creative for The Copenhagen Bench for TV 2 Danmark (Use of Ambient Media: Large Scale)
– TV 2 Creative for The Copenhagen Bench for TV 2 Danmark (Corporate Purpose & Social Responsibility)
– Nord DDB (sammen med Nord DDB Sverige) for Follow Their Leader for The Non-Violence Project (Use of Social Platforms) 

Media 

– Nord DDB (sammen med Nord DDB Sverige) for Follow Their Leader for The Non-Violence Project (Not-for-profit / Charity / Government)
– Orbit Red og Wavemaker for Rebreaking News for Against the Ice/Netflix (Single Market Campaign)
– TV 2 Creative for The Copenhagen Bench for TV 2 Danmark (Corporate Purpose & Social Responsibility)
– Accenture Song, Orchestra og Help PR for Unplug Denmark for Norlys og Røde Kors (Market Disruption)

Outdoor

– TV 2 Creative for The Copenhagen Bench for TV 2 Danmark (Special Build)
– TV 2 Creative for The Copenhagen Bench for TV 2 Danmark (Ambient Outdoor)
– TV 2 Creative for The Copenhagen Bench for TV 2 Danmark (Corporate Purpose & Social Responsibility)

Entertainment Lions for Gaming 

– Uncle Grey, Forever og Wavemaker for Love Squad for Waoo (Use of Gaming / Streaming Platforms)
– Uncle Grey, Forever og Wavemaker for Love Squad for Waoo (Influencer & Co-Creation)
– Bacon m.fl. for The Tavern for Blizzard/ World of Warcraft (Audio-visual Content)

Film Craft 

– New Land for Iran-e Man for Pairi Daeza (Cinematography)

Industry Craft

– Ballad m.fl. for The Greatest Story ever Worn for Levis (Brand & Communications Design, D)
– Ballad m.fl. for The Greatest Story ever Worn for Levis (Brand & Communications Design, E)

Social & Influencer 

– Nord DDB (sammen med Nord DDB Sverige) for Follow Their Leader for The Non-Violence Project (Real Time Response)
– Uncle Grey, Forever og Wavemaker for Love Squad for Waoo (Innovative Use of Influencers)
– Ogilvy Cph/Grey Health & Wellness EMEA Cph for Escape the Loop for The International OCD Foundation (Content Placement)
– Ogilvy Cph/Grey Health & Wellness EMEA Cph for Escape the Loop for The International OCD Foundation (Social Behaviour)

Entertainment

– By The Network og Drive Studios for Kill Your Darlings for Togetherr (Non-fiction Film: Over 30 minutes)

PR 

– Nord DDB (sammen med Nord DDB Sverige) for Follow Their Leader for The Non-Violence Project (Not-for-profit / Charity / Government)

Digital Craft 

– Virtue og Brandhouse for Camouflags for Vice (Storytelling)
– Hello Monday/Dept for Give a Hand for Give a Hand (Technological Achievement in Digital Craft)
– Uncle Grey m.fl. for Shortest Lives for Gent University Hospital (Data Visualisation)

Pharma 

– Honeytrap Film for Life Made Possible for Novo Nordisk (Unbranded Product or Service Promotion)

Glass: The Lion for Change 

– Bacon for ’Moms Mean Business’ for Zenbusiness 

Titanium, Design, Health & Wellness, Print & Publishing, Entertainment Lions for Music, Creative B2B, Creative Data og Creative Business Transformation

– ingen danske shortlister

Innovation, Entertainment Lions for Sport og Radio & Audio 

– ingen danske indsendelser