Digiday’s awards honor the best work in marketing, video, content marketing, publishing and advertising. Winner’s Circle is a series that puts the spotlight on Digiday Awards winners: After the ceremony is over and all the champagne is gone, we ask each winner five questions about the campaign that won them their top honor.
Enough with the polar bears — what about the wine? For the YouTube video #OursToLose, social media agency We Are Social wanted to show people what was truly at stake if humanity doesn’t act on climate change. Done in support of the Cop21 climate change summit in Paris in November 2015, the video highlights all the fun things that will be lost if nothing is done: wine, chocolate, New Zealand and coffee are just the tip of the melting iceberg. Featuring YouTube stars Casey Neistat and Flavia Calina, the video has racked up over 3 million views to date and won Best Brand/Influencer Campaign at the 2016 Digiday Content Marketing Awards. David Feldman, associate creative director at We Are Social’s London office, told us about how the winning video came to life.
What was the “ah-ha!” moment that led to the creation of this campaign?
We all know about the dangers of climate change. Yet how many of us feel compelled enough to do something about it? We needed to get personal and change the conversation from polar bears to things that people really cared about, like coffee, chocolate and wine. These were all ours to lose if we didn’t get people to act and sign the petition which would get shown to world leaders at the Cop21 climate change summit in Paris.
What was the most fun part of working on this campaign?
Seeing it take off and dominate the conversation on social. It’s always fun when a campaign works, but when you get to impact the world in a positive way, it’s an extra special and rare feeling that you’d be silly not to savor.
What about this project kept you up at night?
Coffee. Chocolate. Wine.
What did you learn during this campaign that you will apply to future work?
Don’t force your message or brand on people. Make it relevant to them on a personal level.
Which (other) advertising campaign do you wish you had thought of?
Wieden+Kennedy’s ‘Jeff Bridges Sleeping Tapes’. It shows how easy it is to build a great website with Squarespace, even if the subject of the site is totally bonkers (which it is). It’s the perfect product demo told in an imaginative, silly and shareable way.
Learn more about our awards programs by clicking here.
Commerce Layer, Frequence and Khoros are among the 2022 Digiday Technology Awards winners
The 2022 Digiday Technology Awards winners demonstrated how companies are diving head-first into new technologies and adapting to meet the needs of the digital media industry. This year, e-commerce, sustainability and influencer marketing emerged as themes most often seen among the entrants and subsequent winners. For example, Commerce Layer is among the judges’ picks, winning […]
Warner Bros. Discovery, Cancer Research UK, Marriott Bonvoy and Bidstack are Digiday Marketing and Advertising Awards Europe finalists
European marketers turned to data-based content strategies across a wide range of channels to help drive engagement for brands. For many companies in this year’s Digiday Marketing and Advertising Awards Europe shortlist, attracting Gen Z consumers and highlighting their meaningful practices are also top priorities. Warner Bros. Discovery received a nomination for Best Use of […]
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Teads, Edelman, VICE Media Group and Imagination are among this year’s Digiday Awards finalists
Innovation and inclusivity emerged as significant themes in this year’s Digiday Awards shortlist. With a cookieless environment on the horizon, companies are experimenting with new ways to interact with their customers as well as serve communities often left behind. Teads received a nomination for Most Innovative Technology Platform. The company enables brands to connect directly […]
Shopify, Frequence, Piano and Slate are among this year’s Digiday Technology Awards finalists
E-commerce, sustainability and influencer marketing emerged as focus points in this year’s Digiday Technology Awards shortlist. As a cookie-less environment approaches, the submissions made it clear that companies are leaning into — and driving for even more creativity with — programmatic and monetization platforms. Shopify earned a nomination for Best E-Commerce Technology. Brands and creators […]