The announcement of the WARC prize for the Philipinnes tourism campaign reminded me what an idiot I am.
Because I omitted it from that post about the work from Korean Adstars.
And it's great, really great. Anyone who has worked on stuff related to tourism can tell you that it's really, really hard to actually change behaviour. This work does it in spades.
Also, while many talk a good game about co-creation, social media and creating memes etc, the problem is that few achieve a decent level of scale.
The best of this kind of thing get's great PR, which is not bad thing, word of mouth brand fame and growth, but, to hit hard measures, behavioural change and stuff, that's a rare thing.
I remember in judging that it was unfortunate the case study didn't capture the scale of the achievement, how hard this task was, which meant there was a fair bit of debate about what it should win, and remember feeling it was under rewarded.
Which I guess is a big learning for creative folks, but shouldn't be. It's not what you're selling, it's how you sell it. Find a juicy challenge to overcome etc.