Naked has won the Cannes Chimera award for its initiative that encourages propel to watch advertising to raise funds for good causes.
It's the second time that Australian agency has been recognised by the award. Last year its Act button was recognised.
The Cannes Chimera, in its fourth year, was created to encourage advertising to “do good”.
Watch for Good was developed to tap into the ad-skipping trend as pre-roll video ads become more prevalent. Instead of skipping the ads, Naked worked with partners to add a 'watch for good' button that encourage people to watch ads in full, in return diverting funds to charity initiatives.
Advertisers pay the same pay-per-view cost, but the publisher shares the fee to the Watch For Good fund that diverts cash to “altruistic projects”.
Naked Communications Australia CEO, Carl Ratcliff said: “It is an incredible honour to win the Cannes Chimera Award and we are beyond thrilled to have won it for two consecutive years now. We truly embrace the opportunity to use our strategic and creative thinking to make a real difference to global issues. We thank the Jury and eagerly anticipate meeting them, and the other winners, soon in Seattle.”
There were more than 870 from 66 different countries addressing the brief of connecting with millennials and embracing inter-connectivity and technology.
The Chimera award is judged by former Cannes Grad Prix winners.
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