Tamás ÁDÁM, copywriter at White Rabbit Budapest, looks at five out-of-home campaigns that aimed to open up conversation on a diverse range of topics
I am not sentimental, and I try to see the world as it is, including advertising and its impact on our lives. That's why I believe that the right impact - if not necessarily miraculous - can lead to a clear, transparent, argument-based dialogue and debate on important social issues. That’s why I chose campaigns in my High Five that made such an impact...
Heineken - 'Shutter Ads'
Agency: Publicis Italy
I’ve always loved ambient advertising and since I almost lost my job in the first wave of the pandemic, the problem wasn’t unfamiliar to me. This OOH solution was so simple and yet brilliant - it made a great impact on those who would have lost everything they had built up with the work of a life.
Change the Ref - 'The Lost Class'
Agency: Leo Burnett Chicago
Production: Hungry Man Los Angeles
So pure and so shocking. This campaign is a great way to point out a social problem that is still very relevant today. It generates conversation and debate - that's what shows the true impact of this campaign.
Perspectus Global - 'Imagine'
Agency: CPB London
It's difficult to make a list about impactful campaigns that doesn't include one that deals with the issue of equality and with the mindset we're passing on to the next generation. That’s why I found this Women’s Day campaign strong, effective and unexaggerated.
City of Chicago - 'Boards of Change'
Agency: FCB Chicago
One of my favourites. Reconciling social tensions and equalities in a peaceful and democratic way is extremely important, as those who demand it can show their power in the voting booth. It offers visibility and transparency in an extremely tense situation - simply, easily and smartly.
SHEBA - 'Hope Reef'
Agency: AMV BBDO
On my High Five list, this is the last but not least: one of the global social problems - the damage caused by climate change. The fact that through this campaign they brought life back to a devastated area and showed that there is still hope for our planet is a beautiful and brilliant example of impact making.