• D&AD Awards 2021
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Reddit - Superb Owl

Award: Graphite Pencil

Graphite Pencil / PR / Reactive Response / 2021

Award: Wood Pencil

Wood Pencil / Media / Film

In the weeks before the 2021 Super Bowl, the power of online communities to drive real world action was made abundantly clear as a group of Reddit underdogs took the financial world by storm. Given the scale of the story across every major news outlet, Reddit’s response needed to be as big as the moment the brand was having. By going ‘small’ on the big game, Reddit hacked the system with a five-second commercial that dominated the conversation on television’s biggest stage, celebrated the power of Reddit’s passionate communities and shifted mass perceptions.

What did the judges have to say?

"It took the advertising rule book, tore it up and threw it out the window. Completely out-of-the-box thinking against what normally goes within the box: the TV."

Hira Mohibullah, Executive Creative Director, BBDO Pakistan

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