Reading books actually broadens the mind. Studies show that people who read are more considerate and less likely to pass judgment.
Using the same social media that allows the hate to spread, we wanted to repurpose it to spread kindness and understanding using iconic and popular book quotes.
Using a social listening and scanning platform, we targeted online haters. Instead of responding in kind, we responded with kindness. On the same social media that allows hate to proliferate, we hijacked hundreds of trending topics on Facebook. We intercepted comments of hate with lines from well-known books and authors encouraging kindness and understanding.
Those we replied to and anyone within the feed who saw it was invited to #ReadMoreHateLess simply by clicking on a link which led them to National Book Store’s website, where they could immediately purchase the book from which the quote was lifted.
In just a week, website visits increased by 14.43% and online book sales increased by 3.6%, contributing to a 22.75% increase in their monthly sale versus the previous year.
mcgarrybowen: The Fading Font
Creating awareness around the symptoms of Alzheimer’s through a specially designed font that was free for public use.
Driving transactions with Mondelez through a digitalised check-out counter experience.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
dentsu X: Disney Studios
A social commerce campaign using chatbot technology via Facebook Messenger to reach a wider audience and drive conversions for Disney Studios.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
360i: Change the Picture
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Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
BC&F Dentsu: Heart Foundation
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Grip: It Takes Balls
Engaging audiences with the the bilingual campaign originated from one key insight: young men generally do not talk to their doctor about their testicular health until it's too late because they...
Malaria No More: A movement to end malaria
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Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
John Brown Novus: Starwood
A data-driven, mobile-first, travel and lifestyle content hub that puts our Intelligent Content model into action.
Dentsu Aegis Network: KFC
KFC has been in China for decades and needed to re-invent itself to win young consumers back and grow the business.
Dentsu Aegis Network: Coca-Cola
Leveraging augmented reality, data, rewards and media traffic with Alipay to create Chinese New Year magic for families in China.
An in-store activation using neuroscience technology, helping shoppers decide what to buy.
Taproot Dentsu: adidas
An ode to all the para-athletes across the world.
Fetch: The Telegraph
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.