Courageous Conversation Global Foundation’s 'Not A Gun' Campaign is Grand Winner of 2020 ARF David Ogilvy Awards
The Courageous Conversation Global Foundation’s (CCGF) 'Not A Gun' campaign was announced as the Grand Winner of the 2020 ARF (Advertising Research Foundation) David Ogilvy Awards during a virtual ceremony sponsored by Ipsos and Twitter.
Celebrating over 25 years, the ARF David Ogilvy Awards honour the research and analytics insights behind the most successful advertising campaigns and recognise the best of all submitted campaigns released during the last two years.
The award ceremony this year also acted as fundraiser for the ARF Workforce Initiative for Diversity and Excellence (WIDE), which was recently established to improve the quality and diversity of the future workforce of the advertising, media and research/analytics industries. All proceeds from purchased tickets directly benefited ARF WIDE.
In addition to being named Grand Winner, CCGF received the Gold honour in both the 'Social Responsibility' and 'Government, Public Service & Non-Profit' categories. CCGF’s goal for the 'Not A Gun' campaign was to shed light on racial profiling by law enforcement, while walking the fine line of not demonising police officers, and to encourage the public to sign their petition calling for mandatory de-escalation and implicit bias training for police departments.
CCGF’s creative agency, Goodby Silverstein & Partners, used secondary and primary research, including online implicit bias tests, surveys, and qualitative interviews spanning three years, to inform and test their creative execution. While determining the rate of unarmed Black people killed by police, Goodby Silverstein & Partners also uncovered that a significant number of Black victims were holding an innocuous object (or nothing at all) when killed. This led them to create a campaign that juxtaposed the perceived danger of BIPOC with something as innocent as a candy bar. Since the campaign launched in February, CCGF has received a 900% increase in training requests.
“In a year that has been particularly tumultuous for several reasons, it is important to see successful brands and organisations using focused, robust data and insights to fuel their campaigns,” said Scott McDonald, Ph.D., president and CEO at the ARF. “This has led to provocative, powerful and compelling creative that will be looked to as inspiration for years to come. I would like to congratulate all of our winners for their exceptional work this year and look forward to seeing what they do next.”
The 2020 ARF David Ogilvy Awards Gold, Silver and Bronze recipients for each category are:
Spotlight Categories
BEST BRAND TRANSFORMATION
GOLD: No Is Beautiful | Pure Leaf
SILVER: Sip Your Sunshine | Tropicana
BEST CONSUMER EXPERIENCE
GOLD: Ditch JUUL | truth
SILVER: r/Layer | Adobe
BEST NEW OR EMERGING BRAND
GOLD: Bublé vs. bubly | bubly sparkling water (PepsiCo)
SILVER: Keep Moving |Gatorade Zero
DATA INNOVATION AWARD
GOLD: Zillow Offers Launch | Zillow Offers
SILVER: Talenti Layers | Unilever; Talenti
SOCIAL RESPONSIBILITY AWARD
GOLD: Not A Gun | Courageous Conversation Global Foundation (CCGF)
SILVER: Ditch JUUL | truth
BRONZE: No Is Beautiful | Pure Leaf
Vertical Categories
BUSINESS-TO-BUSINESS
SILVER: Best of Zillow | Zillow Group
DIRECT-TO-CONSUMER
GOLD: Zillow Offers Launch | Zillow Offers
FASHION, BEAUTY & HOME
GOLD: Meow Mix Remix | Meow Mix
FINANCIAL SERVICES & INSURANCE
GOLD: ‘Better Big Bank’ | Bendigo Bank
GOLD: Made Ready | Citizens Bank
SILVER: Clearly Different Money Management | Fisher Investments
BRONZE: Sonic Melody | Mastercard
FOOD & BEVERAGE
GOLD: No Is Beautiful | Pure Leaf
SILVER: Sip Your Sunshine |Tropicana
BRONZE: That Jif’ing Good | Jif
GOVERNMENT, PUBLIC SERVICE & NON-PROFIT
GOLD: Not A Gun | Courageous Conversation Global Foundation (CCGF)
SILVER: Seize the Awkward | Youth Suicide Prevention
BRONZE: Tested on Humans| truth
HEALTH & PERSONAL CARE
GOLD: Skin Stories | Unilever; Dove
SILVER: World Looks Different | Advil
BRONZE: APAC Healthy Breakfast Campaign | Herbalife Nutrition
MULTICULTURAL
SILVER: Nissan Ambicultural | Nissan USA
SILVER: This Rice Unites | Riviana Foods
BRONZE: No One Gets A Diploma Alone | Ad Council
PROFESSIONAL SERVICES
GOLD: Zillow Offers Launch | Zillow Offers
RETAIL & RESTAURANTS
SILVER: BuzzFeed + Petco Nutrition | Petco
SPORTS, MEDIA & ENTERTAINMENT
GOLD: There’s No Place Like Sports | ESPN
SILVER: We Love It Here | SEC Network (ESPN)
BRONZE: The Last Dance | ESPN
TECH & TELECOMMUNICATIONS
GOLD: Zillow Offers Launch | Zillow Offers
SILVER: It’s Switching Time | Chromebook
BRONZE: r/Layer | Adobe
