Y&R Cape Town’s Hope Soap campaign brought home the Grand Prize in the Avant–Garde category at the New York Festivals, representing the highest award within that category which recognises and rewards a non-traditional approach to a brief.
What’s more, the campaign also won a First Prize Award in the Direct Collateral: Products and Services category, Second Prize Award in the Public Service Announcements: Direct Marketing category and the United Nations Department of Public Information (UNDPI) Second Prize Award.
The UNDPI award was established in 1990 in partnership with New York Festivals and the United Nations Department of Public Information to recognise public service advertising, which best exemplifies the ideals and goals of the United Nations.
Hope Soap, a project born out of a need to help combat the hygiene crisis in Blikkiesdorp in the Western Cape, features translucent bars of soap with a small toy inside to encourage kids in disadvantaged areas to wash their hands more frequently.
Graham Lang, Chief Creative Officer of Y&R South Africa commented on the accolades saying, “We are extremely proud of this piece of work, and to see it gaining so much traction globally is fantastic. It demonstrates a local solution to a local problem and it proves that innovation is not always about technology.”
In addition to the wins for Hope Soap, Y&R SA’s Land Rover ‘Webtropolis’ also received a Finalist Award in the Outdoor: Billboards/Installations/Posters: Products and Services category.