2025 Winners

Case Summary

How does a brand manage to sell as many cars as the previous top-seller sells in a year under 3 days – without a single test drive? For in-a-hurry electric-vehicle (EV) maverick VinFast who was seeking to secure first-mover advantage with the launch of its affordable VinFast VF 3, the breakthrough was seeking inspiration from the world of pop-culture drops rather than the standard drawn-out car buying marathon. By collapsing the funnel, driving hype typically reserved for fashion or music drops, and making purchase effortless, VinFast sold 27,649 VF 3's in 66 hours.

Case Summary

St. Jude’s ‘The Impossible Choice’ campaign powerfully demonstrated the importance of safe housing in cancer treatment, proving that medical care alone isn’t enough. By spotlighting the difficult choice of deciding who receives shelter, the campaign moved away from charity advertising tropes, creating a more empathetic narrative. The result – St. Jude’s sheltered 4X more children and received donations that were 1.5X higher than the last seven year’s average. It earned USD 357,000 in media value which was 12X the campaign budget.

Case Summary

Spotify India got a country accustomed to free music to pay for streaming by making our listeners patrons of musicians and not the patrons of the platform. This disrupted the conventional strategy of focusing on superior subscription ‘experience’ , by putting the spotlight on the unseen effort that goes behind every song. With this, there was a 84% increase in average premium subscriptions bought, the fastest-ever growth since Spotify’s launch. Voluntary unpaid participation from 30+ national & international artists like Ed Sheeran, Coldplay, BTS, and more.

Case Summary

The Turf Finder campaign turned Mumbai’s urban chaos into opportunity by analyzing 20 years of Google Maps traffic data. In a city where play had no space, data revealed a breakthrough—finding it wasn’t just about location, but also about time. By identifying low-traffic windows across 150+ high-footfall locations, Gatorade transformed streets into sports turfs, enabling 10,000+ man hours of play. The tool analyzed historical traffic trends, congestion cycles, and real-time movement patterns to predict when and where play was possible, pioneering a new approach to urban sports infrastructure.

Case Summary

How does a brand move beyond performative allyship to truly solve the root skincare issues impacting the underserved transgender community in Thailand? Vaseline achieved this by embracing the mantra, "Nothing about us without us" — the idea that no decision should be made about a group without their direct and meaningful involvement. After two years of radical co-creation with the community, Vaseline introduced Vaseline Pro Derma Transition Body Lotion, the first clinically-proven skincare product for transgender women, permanently available on shelves across the country.

Case Summary

Spotify India got a country accustomed to free music to pay for streaming by making our listeners patrons of musicians and not the patrons of the platform. This disrupted the conventional strategy of focusing on superior subscription ‘experience’ , by putting the spotlight on the unseen effort that goes behind every song. With this, there was a 84% increase in average premium subscriptions bought, the fastest-ever growth since Spotify’s launch. Voluntary unpaid participation from 30+ national & international artists like Ed Sheeran, Coldplay, BTS, and more.

Case Summary

How an indulgent chocolate created an enchanting Disney Valentine! For the biggest day of love, Cadbury Silk teamed up with popular Film Director Zoya Akhtar and Disney streaming to mount a special AI-powered creative engine that recreated small, magical, romantic love stories. This creative partnership helped Silk establish itself as a distinct Valentine's gift, encouraging millions to share and relive their lovey-dovey moments through a priceless, fairy-tale release. With half a million magical stories shared, sales soared by 13%, and consideration over Kitkat improved by 9%, making it Silk's best Valentine's Day yet.

Case Summary

2degrees (one of New Zealand’s value driven telecommunication provider) is all about Fighting for Fair. But with fairness becoming synonymous with price, and a race to the bottom with competitor Skinny Mobile no longer sustainable, how could 2degrees uphold its fairness reputation? Interrupting the first phones moment, we enabled better conversations, habits and behaviours. Good Tings’ restored 2degrees' fairness reputation, drove category growth, and educated a generation.

Case Summary

St. Jude’s ‘The Impossible Choice’ campaign powerfully demonstrated the importance of safe housing in cancer treatment, proving that medical care alone isn’t enough. By spotlighting the difficult choice of deciding who receives shelter, the campaign moved away from charity advertising tropes, creating a more empathetic narrative. The result – St. Jude’s sheltered 4X more children and received donations that were 1.5X higher than the last seven year’s average. It earned USD 357,000 in media value which was 12X the campaign budget.

Case Summary

How does a brand manage to sell as many cars as the previous top-seller sells in a year under 3 days – without a single test drive? For in-a-hurry electric-vehicle (EV) maverick VinFast who was seeking to secure first-mover advantage with the launch of its affordable VinFast VF 3, the breakthrough was seeking inspiration from the world of pop-culture drops rather than the standard drawn-out car buying marathon. By collapsing the funnel, driving hype typically reserved for fashion or music drops, and making purchase effortless, VinFast sold 27,649 VF 3's in 66 hours.

Case Summary

Queensland–home to just 20% of Australians–accounts for nearly 60% of the nation’s extreme weather insurance losses. In 2018, Suncorp was in decline: share slipping, renewals falling, and consideration down. While the category focused on recovery, Suncorp rewrote the rules—reframing insurance around resilience. Suncorp embedded resilience into homes, culture, and policy. From real-world prototypes like One House to influencing $2.7B in government funding, this strategy shifted behaviours, brand metrics and market share, proving purpose can propel profit and insurance can be a force for prevention, not just a payout.

Case Summary

Within the polluted landscape of public health information, it’s harder than ever for governments to have a persuasive conversation with citizens about their health. That difficulty is magnified when the conversation revolves around ‘reducing sexually transmitted infections’, and the section of the public you most need to influence is young people who are highly sensitive to cringe and sceptical of the government. By shifting our audience's entire approach to STI testing, we slowed an unprecedented spread of infections, and proved that governments can still be the most powerful health messenger.