GMR is a smart insole aimed at getting a generation of young gamers moving by connecting their in-game FIFA Mobile skills with real life activity. To launch it, adam&eveDDB tapped into gamers’ competitive nature to get ahead, and injected social competition into every element of the campaign – from product development to comms.

GMR - Play Connected

The 2030 Calculator is the first tool that allows brands to quickly and easily quantify the carbon footprint of the products they manufacture, using a common universal scoring system. Making these calculations had previously been a costly effort only open to bigger brands. 2030 Calculator levels the playing field by giving small, local challenger brands a shared tool for creating awareness and transparency.

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The 2030 Calculator

Content warning: this work is on the subject matter of child abuse.

In France, a child victim of sexual abuse still has to prove before the law that they did not consent. That’s the unbearable reality the French organisation Face à l’Inceste (which acts for child protection) is fighting. The two-minute animated film, entitled Two Monsters in My Story, raises the disturbing nature of the question of consent. It focuses on how the legal framework forces a victim to keep reliving their physical and psychological nightmare, and petitions for a change of the law.

Two Monsters in my Story

Courage is Beautiful showcased powerful portraits of real frontline healthcare workers, wearing the toll of the pandemic on their faces. Ogilvy UK turned these photographs into print and OOH, launching Unilever’s commitment to donate $5 million to frontline healthcare workers globally. It aired in over 15 countries and was covered on CNN, The New York Times and countless more.

Courage is Beautiful

Reporters Without Borders wanted to reach young people suffering under strict online censorship. How? With Minecraft. Because even where all media is blocked, Minecraft is accessible. The game became a loophole to bypass censorship, with censored articles by acclaimed journalists republished as uncensored Minecraft books in the game. The Uncensored Library reached over 20m gamers, made more than 790 news articles, became an educational tool in schools and universities and increased donations for RSF by 62%. The library will stay open, giving the right to access information back to young people.

Curation by Kailin Zhu

Kailin Zhu

Gaming judge D&AD

My favorite winning projects