Award bait?

Each spring, ad agencies begin to pump out suspiciously purpose-driven campaigns in hopes of winning shiny statues at Cannes Lions and other industry awards shows. Award bait is not inherently bad, but some examples are less altruistic than others.

Mar 11, 2020

Thai boxing fans shocked by a husband-wife bout

Dentsu Thailand hijacked a real boxing event to make a statement about domestic violence.

Mar 10, 2020

Sure, women should wear panties that call the police in case of rape

A German lingerie brand claims its high-tech panties can "protect women against rape". (No, they can't.) In other news, it's award-bait season again.

May 30, 2019

Lumpy soap reminds Indian women to check their breasts

Unilever and Wunderman Thompson got help from an oncologist to design a “humble bar of soap” with the power to make women perform self-exams.

May 23, 2019

Case-study videos and the veneer of amazing achievement

DDB Singapore's effort on behalf of an autism organisation is about as good as it gets when it comes to "award bait". So why does it still feel icky?

May 16, 2019

Penguin invites readers to get lost in a book

Print and bus-shelter campaign by Cheil Worldwide features gorgeous evocations of classic stories.

May 14, 2019

Cheil touts stroke-detection app dubbed 'Fatal recognition'

Cheil Hong Kong's stroke-detection app may have good intentions, but it's clearly award bait. And not even original award bait at that.