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002 01 Open Menu02 01 Open Menu02 01 Black Elevation Map Eat a Swede Apple Pie Hot Dog Dr. EVil Signs from Beyond Become Master Chief Touch Card Dream Transfer Fly Over Cyber Monday Sopranos Trapped in the 90’s Lessons of Worth Issue Two. Welcome to the second issue of , McCann Worldgroup’s quarterly magazine providing a behind-the-curtain look at how we help brands a meaningful role in people’s lives. The work showcased in this issue represents some of the best from across our agencies and regions, and the campaigns are as varied in approach and execution as the places from where they originated. What unifies our work is that each exemplifies all of our three creative north stars: Human Connection Positive Impact Invoke Action I am particularly proud of how our work generates Positive Impact in the world. Whether it’s to help make a sight-impaired person’s life easier via product innovation, asking people to think about their relationship with sustainable food via a mockumentary, or reminding people to pay attention to the road when driving via a timely and locally insightful campaign, every one of these featured campaigns advances the broader social good in all the beautiful and varied ways we can do so. We hope this issue of inspires you to think about how you individually, and we collectively, can continue to have a positive impact in the world. If you have any questions or want to talk through any ideas that spurs, please feel free to connect with us. President Chief Creative Officer McCann Worldgroup Alex Lopez Launching the MWVerse. We are launching our Web3 platform – the MWVerse – with the first application being this year’s Cannes Lions festival. A selection of our top campaigns are explored in virtual, branded rooms and experienced through the eyes of the agency teams that created them and the clients that supported them. You’ll find an MWVerse” button at the bottom of each case study for which we have created a Metaverse desktop experience…please jump in and explore (no oculus needed)! Our work with BlackAbroad . Visualizing Black cultural data to create a powerful, data-driven domestic travel platform. Black Elevation Map Two years after its provocative and acclaimed pan-Africa tourism campaign Go Back To Africa,” Performance Art launches a powerful, data-driven domestic travel platform, The Black Elevation Map,” for travel brand BlackAbroad. We wanted to help Black travelers see the country in a way that prioritizes and celebrates the contributions of folks who look like us – and facilitates travel choices that deepen engagement within our community. Repurposing a traditional elevation map is a way for us to weave joy and uplift into the story, the experience, and our interpretation of the data.” Chief Creative OfficerCo-Founder BlackAbroad Eric Martin This project continues the brand’s leadership in connecting sophisticated cultural ideas with sophisticated technological execution. It raises questions about how data biases construct the world around us. How careful use of data can help, rather than harm the world. And it shows the value of placing a brand’s work within a historical continuum. Explore the project Our work with Chevrolet . Using tradition and data to save lives during Day of the Dead”. Signs From Beyond It’s a magnificent idea that connects with people through our national culture to generate awareness and save lives.” Head of Operations McCann Commonwealth Mexico Siddharta Mora Car accidents are one of the main causes of death in Mexico. Approximately every 40 minutes there is an accident where someone loses their life. The lack of adequate road signs or the lack of sensibility of drivers to respect them lead to a large number of crashes and deaths each year. Likewise, studies prove that the existence of these help to minimize accidents up to 30% per year. We found a way to leverage tradition to prevent tragedy, to use art to avoid accidents, to highlight those who have left us too early in the past to ensure less do so in the future. L more Redefining the relevance of pickup trucks for a new generation of drivers. Our work with Chevrolet. A Soprano replaces a Soprano and a Chevy replaces a Chevy in this modern reimagining of the iconic show’s opening. Sopranos Fighting climate change by making electric vehicles accessible to everyone. Our work with General Motors. Leading the mass adoption of electric vehicles to incite actionable climate change from Wall Street to Main Street. Dr. EVil Our work with Swedish Food Federation . Exploring new ideas of what we eat to feed a growing population and save our planet . Eat A Swede Taking creative spark from the story of Magnus Söderlund, a Swedish academic who presented a study where 8% of the people considered eating human meat acceptable, we blurred the line between reality and fiction with Eat A Swede.” The idea was executed in a way that both gave us global reach, raised awareness of Swedish food production and made all members of the organization feel included and proud of our work.” Head of Communications Swedish Food Federation Jimmy Sandell Part edutainment, part mockumentary, the film explores the changes needed in the food industry in order to feed a growing population and save our planet. Find out more Our work with IKEA . Reliving the 90’s to showcase IKEA’s impact on people’s daily lives . Trapped in the 90’s You could call this an integrated campaign and you would be right —it’s totally pervasive. But the way we see it, it’s an extremely popular TV show that happens to be an IKEA campaign.” CCO McCann Spain Emiliano Gonzalez De Pie IKEA arrived in Spain 25 years ago, and that moment marked the birth of a new generation who don’t know life without the brand: the IKEA natives. As a result of this insight, the strategy was key to demonstrate the impact IKEA has had on our homes. We picked six of these IKEA natives and invited them to take a horrific trip in time to the 1990s in the form of a reality show. L more Bringing Americans together by bringing together the two most American foods. Our work with Chevrolet. The classic Chevy jingle Baseball, hot dogs, apple pie and Chevrolet” inspired the first-ever Apple Pie Hot Dog. Apple Pie Hot Dog Reconnecting with real life experiences by shopping for Cyber Monday deals online. Our work with LATAM Airlines. Flying to buy products from another destination can be cheaper than buying on Chilean overpriced Cyber Monday. Fly Over Cyber Monday Our work with Mastercard . Helping low-vision people tell their cards apart with a touch. Touch Card Consumers are looking to brands to be the change agents for tomorrow.” VP of Innovation Mastercard Judi Vigiletti When Mastercard led that the low-vision community was having trouble telling their payment cards apart – after most banks removed embossing – we did something about it. L more Our work with eBay . Democratizing the world’s most exclusive marketplace. Dream Transfer Bringing communities together around a shared passion is what eBay’s marketplace is all about, and it’s been brilliant to bring this to life for the players and fans.” Chief Marketing Officer eBay UK Eve Williams We saw that demonstrating eBay’s democratic ethos in popular culture could strengthen its point of difference with competitors as a marketplace powered by real people. So we targeted an overly-exclusive, overly-elitist moment in culture that could do with a bit of eBay's democratic ethos. L more Our work with Xbox . Showing the human stories behind the armor and tapping into the hero inside all of us. Become Master Chief Halo is more than a video game. It's an entertainment universe that has always reflected what is happening in gaming and culture. ‘Become’ is centered around the many versions of heroism that exist and the many faces it has.” CCO 215 McCann Scott Duchon We talked to gamers about heroism and they told us...