Marketing Week readers have voted #TogetherAgainstHate, a collaboration between Nationwide, McCain, Maltesers and Channel 4, as the best campaign of 2018.
The campaign won with 70% of the votes, beating CALM’s ‘Project 84′ into second place. Both fought off tough competition from 14 other campaigns, knocking out activity from the likes of Nike, KFC, John Lewis and McDonald’s across three rounds of voting.
The winning campaign saw the brands involved join forces to take a stand against online trolls. The ad highlighted the vile abuse the stars of their ads have had to endure in order to raise awareness and make people think twice about the impact such comments can have.
Taking place across an entire ad break during Gogglebox on 7 September, each of the brands’ ads was played, but this time with hateful social media posts laid over the top. Stats about the scale of online abuse were also shared and viewers were encouraged to continue the debate on social media using the hashtag #TogetherAgainstHate.
Talking to Marketing Week at…