| Cannes Lions, 2015 | ||
|---|---|---|
| MOBILE | MOBILE APPLICATIONS: CORPORATE IMAGE & COMMUNICATION | SILVER |
| Kinsale Sharks Awards, 2015 | ||
| Digital | International Digital - Website Apps or Mobile Apps | Bronze Winner |
| Digital | International Digital Craft - Navigation | Silver Winner |
| Digital | International Digital Craft - Innovative Use of Technology | Bronze Winner |
| LIA (London International Awards), 2015 | ||
| Digital | Apps | Silver Winner |
| Branded Entertainment | Cosmetics/Toiletries/Pharmaceuticals | Silver Winner |
| Epica Awards 2015 | ||
| Mobile | Mobile Sites | Gold |
| Eurobest Awards, 2015 | ||
| Media | Product & Service: Fast Moving Consumer Goods | Bronze Eurobest |
| Media | Media: Digital & Social: Use of Mobile Devices | Silver Eurobest |
| PR | Pr: Digital & Social: Use of Digital in a Pr campaign | Bronze Eurobest |
| Red Apple International Advertising Festival 2015 | ||
| Digital advertising (interactive tools) | Mobile and touch-pad campaigns and applications | First (Gold) |
| One Show, 2016 | ||
| Intellectual Property | Csr - Physical / Digital / Physical / Digital | Merit |
| Mobile | Csr - Applications & Sites / Applications & Sites | Merit |
| Ux / Ui | Csr - Mobile / Mobile | Merit |
| Mobile | Craft - App Design / App Design | Merit |
Title: Always Backmeapp
Brand: Always
Media: Online
Category: Health & Beauty
Agency: Leo Burnett
Geo: Italy
Always: BackMeApp
Advertising Agency: Leo Burnett, Milan, Italy
Executive Creative Directors: Francesco Bozza, Alessandro Antonini
Creative Director: Anna Meneguzzo
Art Director: Andrea Muccioli
Copywriter: Sara Rosset
Tv Producer: Laura Fappiano
Client Service Director: Joelle Rizk
Account Director: Eleni Charakleia
Account Manager: Valentina Panzera
Production House: Fabbricavirali
Published: February 2015
Description of the Project:
Always, the feminine protection brand that empowers girls to be unstoppable and live life to their fullest potential,
decided to rewrite the rules in women's confidence through an act that fully embraces the brand's purpose. In order to
elevate protection to a higher order benefit and make it appealing to 'her,' we created a tool about the ultimate
confidence that only (mental) protection can give her. Every night, 3 billions of women go back home alone, 90% are
afraid to walk alone, 40% admit having considered to take a self-defense course to boost their self-confidence.
Common behavior is to usually call a friend or family while walking (desk research). The idea is an app, 'BackMeApp'
for women and girls that allows them to appoint a 'guardian angel' to watch over them while going back home late so
they feel confident again. All a woman needs to do is set the path she will be walking & ask a friend to 'accompany' her
from afar by watching over this path. If she deviates from her path or stays put for more than 2', the friend gets notified
that something might be wrong and can act. The two can stay constantly connected. On the other hand, once she
arrives safely to destination, the friend is notified too and they both close the session. An online video was produced to
created awareness for this service and launched on YouTube and Facebook.