Don’t Black Out the Future is a campaign launched by Oway last November that has won two Effie Awards, international recognition for the best marketing campaigns, now in its fourth edition in Italy.
Oway, a pioneering brand in the field of agriculture, won two bronzes: in the “Positive Change” category for the campaign to promote sustainable and concrete actions for the protection of the planet; and in the “Special moments” category for having chosen a recurrence such as Black Friday with a view to increasing the resonance of the message and changing shopping habits.
In November 2021, in fact, the company chose to close their physical stores and eCommerce on the occasion of Black Friday in order to launch a socially responsible message against compulsive consumerism. A courageous choice that helped strengthen the link between brand and consumers, who not only had the opportunity to appreciate even more the values and philosophy of the brand, but also to help further the initiative by taking part in it personally.
“There is only one way to stop climate change and reduce our footprint on the planet and that is to change purchasing habits. – explains Martina Sormani, Retail Manager of Oway. The initiative was carried out in close collaboration with Webranking and Daimon Agencies as regards strategic planning and creative concept. It aimed to reiterate this concept and consumers have fully taken on board our choice”.
The creative campaign, conceived by the Daimon agency, was divided into several consecutive phases: these included a teaser and a launch video that invited users to become promoters of the initiative by sharing their sustainable actions at hashtag #ShareYourOway.
“It is always rewarding when the creativity of our agency meets with powerful topics and close partnerships such as that with Oway, which pushed us to look beyond, indeed almost to go in the opposite direction, as compared to usual approach to Black Friday”, said Elena Salemi, Head of Brand Experience at Studio Daimon. “We are very proud to collect these awards as recognition of all the work done so far together with Webranking and this will spur us on to do even better in the future.”
You can learn more about the campaign and view the video presentation of the initiative here.