Pepco - Illiterate Ads
In a nutshell
Pepco, the go-to store for families and children in the Eastern Europe, decided to let its Back to School Campaign in the hands of those who need it the most: 6 in 10 kids in rural Romania, who struggle to read and write when graduating from school.
The unexpected copywriters took over Pepco’s social media accounts and published ads with mistakes, stirring a debate about the invisible literacy gap.
VMY&R Romania, 2023
Awards
Cannes Lions 2023
Silver Lion for Social & Influencer, Social Insights & Engagement, Innovative use of community
Shortlists for Social & Influencer, Excellence in Social & Influencer
Shortlist for Social Purpose in PR, Culture & Context, Single-market campaign
Shortlist for Sustainable Development Gals, People, quality education
LIA Awards 2023
Gold Creativity in PR, Best Use of Social Media
Silver Creativity in PR, Corporate Purpose / Social Responsibility
Silver Use of Social Media & Influencers, Retail
Bronze, Use of Social Media & Influencers, Copywriting
Effie Awards 2023
Bronze Positive Change, Social Good, Brands
Golden Drum 2023
Bronze for Social Goods & Engagement
Bronze for Public & Community Relations
Internetics 2023
Gold for Social Media Special Mechanics;
Gold for Act and React;
Gold for Digital for Good
Webstock Awards 2023
Gold for Best Creative Idea
Eurobest 2023
Silver Social Insights & Engagement, Innovative Use of Community
Shortlist Culture & Context, Corporate Purpose & Social responsibility
Shortlist Social Engagement & Influencer Marketing, Content Creation & Production
