Jacob Newton | Creative & Copywriter

Ask the internet a non-gendered question, and you should get a non-gendered answer. But, if you ask, “Who has the most goals in international football?” algorithms will say Cristiano Ronaldo with 119 goals, even though Christine Sinclair holds the record with 190 goals. This bias skews many answers from our search engines. So, we launched a campaign to correct these digital inaccuracies.


This was an integrated campaign featuring film, social, digital, radio, OOH, & direct.



Case study

Launch film

Design case study

Correct The Internet being discussed in UK parliament

Awards:


Cannes Lions / 3x Silver, 1x Bronze, Glass Lion Shortlist, 8x Shortlist

Spikes / 2x Grand Prix, Glass Spike, 2x Silver Spikes, 1 Bronze Spike, 3x Shortlist

D&AD / 1x Wood Pencil , 4x Shortlist

Effies / 2x Gold, 1x Silver, 3x Bronze

AWARD / 2x Gold, 2x Silver, 1x Bronze

AXIS / 1x Grand Prix, 3x Gold Axis, 1x Bronze Axis

Caples / 1x Gold, 4x Silver

The Pressies PR Awards / Grand Prix for Best In Show, 2x Gold

PRINZ PR Awards / Supreme Award for Best In Show, 1x Gold, 1x Silver, 1x Bronze

Adfest / 1x Gold Lotus for Sustainable

WARC / 1x Bronze

Webby Awards / 2x Finalist

The Immortal Awards / Finalist

The Best Awards / 1x Gold, 2x Silver

Best Ads / Best TV ads of the week, January 23 2023