This award recognises a successful campaign or strategy designed to communicate corporate responsibility.
MORE TH>N Return of the Green Cross Code Man
Cow and MORE TH>N's campaign combined creative thinking with audience insight and excellent planning to achieve tangible results, as part of a long-term commitment to road safety. They built upon an established relationship with BRAKE, the organisers of Road Safety Week, and generated insight which led them to identify pedestrians as a target for communications. This turned the traditional approach taken by motor insurers on its head. They generated a strong news angle for media and developed a creative approach based on nostalgia, which directly engaged a key demographic of adults over 40 in a compelling and clever way. Working alongside the original Green Cross Code Man was a flash of brilliance.
Case study (PDF format, opens in a new window)
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