She-I-O // Land O’Lakes
Rebuilding relevance for a traditional American butter brand
Positivity Pump // Chevrolet
Positivity can take you to a new road, never expected
Every day you’re faced with a decision. Do you take that right turn and repeat your normal day? Or do you turn left and drive toward the new possibilities and adventures? What would the world look like if we all faced that moment as optimists?
The problem? Pessimism. Negativity may get all the press, but it’s positivity that makes progress. So the first step to finding new roads is having a positive attitude. What if we could encourage more positive thoughts in a place seemingly overrun by negativity, the internet? What if we could empower positive people with the real-world possibility of finding new roads?
Knowing that less than 1 in 5 people around the world have discovered a satisfying life purpose (Gallup-Healthways Global Well-being Index, 2013), 76% of young drivers feel they are not living up to their full potential and global pessimism creates apathy and disenchantment, it’s hard for us to see and realize our full potential. We also knew that arriving at one’s potential is all about attitude —75% attitude, to be exact (Carol Dweck, Fixed Mindset vs. Growth Mindset).
First, we needed to attack pessimism and rewire for positivity. It wouldn’t be enough to tell people to live up to their potential. We had to help them assess whether they had the right attitude and focus and give them the tools to act.
IBM WATSON HELPS US LEVERAGE POSITIVITY AROUND THE GLOBE WITH YHE POSITIVITY SYSTEM
Call Me Out // Chevrolet
AN EFFECTIVE SOLUTION TO FINALLY STOP PEOPLE FOR TEXTING WHILE DRIVING
84 % of people admit that distracted driving while handling a phone is dangerous, yet 90% of drivers have done it. So wit as not a problem to be solved with advertising. We have to change behavior. Led by the passion to solve the problem, we run a Hackathon with teams of young people around the world, challenging those who also cause the problem to help us solve. The framework for the Call Me Out app was born from the effort. At first, Call Me Out app was just a hypothesis of using peer pressure to change people's behavior. Then the solution became the first app to effectively reduce texting and driving in 95% of the cases. It was quite a journey to be able to bring this project to the finish line.
Looking Up // Chevrolet
Chevy posed the question to consumers: what would happen if you put down your phone and looked up? Could you do it? Would you feel like something was missing?
In an age where we’re so reliant on technology, our mobile phones have almost become another limb. Chevy, Looking Up invites users to answer a series of questions to see just how tech-attached they really are, including multiple choice and an app icon matching game. At the end of the quiz, test takers get categorized as The Uncorrupted or The Obsessive, receiving either a warning or praise of how connected they really are.
Looking Up Online
After opening their eyes to their technology obsession (or lack thereof), users can then watch a series of provocative short films featuring people who gave up their phone for a day. It’s truly incredible what happens when they give their full attention to their families, live every minute uninterrupted and take the time to look up.