2014 Winners & Shortlists

THE AUTOCOMPLETE TRUTH

Gold

Case Film

Presentation Board

BrandUN WOMEN
Product/ServiceGENDER EQUALITY
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryFundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

The Brief

In today’s day and age, it’s practically unthinkable to consider gender inequality as a persisting issue. UN Women however, sees that despite decades of global advancement, discrimination and prejudice towards women is still rampant worldwide. We needed to lay this bare to a multicultural audience; with the intention to reignite a conversation everyone thought was finished, paving the way for real change.

Describe how the promotion developed from concept to implementation

Using Google’s autocomplete function, fed by over 6 billion searches every day, we held up a mirror to the world and exposed the hidden truth on gender bias that still prevails. The shocking search results became the faces of our campaign, driving people to join a global discussion through social media and transforming the world into one enormous UN forum for the people via our campaign hashtag (#womenshould).

Describe the success of the promotion with both client and consumer including some quantifiable results

The Most Shared Ad of 2013 (Adweek). Social Good Campaign of 2013 (Ad Council). The campaign reached 755 Million Global Impressions and 134 Million Twitter Impressions. More than mass media coverage in every continent (BBC, The Guardian, Time, Huffington Post, CNN, Times of India, Folha de Sao Paulo and more) it drove men and women to debate the topic on social media (#womenshould), TV talk shows, radio stations, blogs, PR summits and in classrooms worldwide. With a few simple facts, the campaign made people rethink the state of gender equality today and put it back on the global agenda.

Explain why the method of promotion was most relevant to the product or service

By exposing these shocking sentiments using a technology familiar to us all, we offered people a stark glimpse into the global society. The autocomplete results initiated people to try it for themselves, which further added to the viral nature of the campaign in driving to behavior. Whether it was in English, Spanish, Swedish, Arabic or Mandarin, the perceptions that people discovered for themselves were undeniably universal.For a newly established entity such as UN Women with constrained budgets, our campaign was effective in sparking the intended conversation and reaffirmed the organization’s need to continue its humanitarian efforts to drive real change.

Credits

Name Company Role
Ramzi Moutran Memac Ogilvy Creative Director
Sascha Kuntze Memac Ogilvy Associate Creative Director
Kareem Shuhaibar Memac Ogilvy Copywriter
Sabia Fatayri Memac Ogilvy Art Director
Christopher Hunt Memac Ogilvy Art Director
Sophie Wordley Memac Ogilvy Account Manager
Carmel Missilmany Memac Ogilvy Agency Producer
Tarek Bawab Memac Ogilvy Studio
Moreira Estudio Retoucher
Souheil Zahreddine Editor
Nanette Braun UN Women Advertiser Supervisor
Yara Sharif UN Women Advertiser Supervisor
Leonardo Borges Memac Ogilvy Art Director