The Valuable 500: Diversish, 1

Credits & Description:

Agency: AMVBBDO
Client: The Valuable 500
Product: The Valuable 500
Title: Diversish
Media: Online
Holding Company: Omnicom Group
Production Company: Outsider
Advertiser Brand: The Valuable 500
Advertising Agency: AMVBBDO
Entrant Company: AMVBBDO
Public Relations Agency: Ketchum
Editing Company: Work Post
Music/Sound Company: Factory
Country: United Kingdom
Date Of Campaign: January 2019
Background:
The Valuable 500 is a business to business disability inclusion initiative. Its goal is to convince private sector influential companies to make disability their business priority: something very few of them want to do. The company tasked the agency with creating an advertising campaign to convince business leaders at The World Economic Forum in Davos to put disability on their board agendas.
Idea:
We created a word to describe companies that claim to care about diversity but ignore disability. DIVERSish. To illustrate the most common types of diversish behaviour, we created a campaign that exposed the toe-curling reality of selective inclusivity in business.
Results:
The campaign was commissioned specifically to be launched at the World Economic Forum in Davos. The WEF officials loved it. But didn’t allow to show or mention it. In under 24 hours we dveloped a plan B. We hyper-targeted the delegates with the film on social media, then retargeted them with messages from disability activists. And even when the delegates left Davos, we continued targeting them with additional reasons to sign up.