Coors Light turned a media event only they could own into a meaningful commemorative campaign for fans to experience. Shohei Ohtani, the greatest player in baseball history, broke a Coors Light ad with a foul ball, leaving a black square of dead pixels on the can. Rather than fix the embarrassing flaw, fans were given the chance to experience and keep a piece of it for themselves with a special edition can that replicated Ohtani’s broken ad. To build on the experience, the black square was added to existing Coors Light ads, including all the screens inside Angel Stadium during a live game.

Founder

Coors Lights Out

Press & Outdoor Judge Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, on Coors Lights Out by Rethink Canada: “They turned basically a broken billboard into a brilliantly reactive guerrilla sponsorship.”

Shortly after the outbreak of the war in Ukraine, almost 10 million refugees from the occupied territories crossed the Polish border and headed to the biggest Polish cities for shelter. Overcrowded, with rent hikes and a saturated job market, all amid an unprecedented inflation crisis, the biggest cities became hard to stay in. Thus, 34% of refugees were unable to decide where to live in Poland. WhereToSettle by Mastercard is a smart-data platform that aggregates multiple data points and provides customized recommendations, helping up to 20% of Ukrainians map out opportunities across Poland.

Where to Settle

Digital & Social Judge Ashley Rudder, Co-Founder of HAUS OF SÔS, on McCann Poland’s ‘Where To Settle’ for Mastercard Poland, which was awarded a D&AD Black Pencil: “When you would think of Mastercard, it's quite conservative. But they stepped into the narrative around the Ukraine crisis and immigrants.”

Digital & Social Judge Ashley Rudder Where to Settle

Milan Design Week is one of Italy's biggest events. The city of Milan is filled with exhibitions and visitors coming from all corners of the world (over 500.000 this year). All restaurants are overcrowded, and finding a place to eat becomes an almost impossible mission. Even at McDonald's. TableToGo is a limited edition packaging capable of transforming Milan into the biggest open-air restaurant ever, multiplying the number of tables to enjoy a meal during the Design Week.

TableToGo

Only 13% of Americans say they frequently shop at Black-owned businesses. So Google has turned Black Friday into Black-owned Friday, to help uplift Black-owned businesses across the country. The Black-owned Friday campaign helps business owners increase visibility online, and informs consumers how to find Black-owned businesses using products like Search and Maps. The centerpiece of the campaign is a shoppable music video called “100% Black Owned” featuring 75 Black-owned products and business owners across the country. It serves as an anthem business owners can use in their own marketing.

Black-Owned Friday 2023

People with Down syndrome stand to reap significant benefits from participation in exercise, but they don’t see themselves represented in sport. Introducing Runner 321, the movement led by adidas, that asks the world’s major marathons to reserve Bib 321 for a neurodivergent athlete who qualifies. Not only did we spark a global movement toward inclusion, but we successfully contracted all six of the world’s major marathons to reserve Bib 321 for a neurodivergent athlete, even though four of them are sponsored by our largest competitors.

Curation by Tamara Greene

Tamara Greene

Press & Outdoor Jury judge D&AD

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