Best JWT Campaigns of All Time
JWT spent over a century convincing the world that "The Commodore" was a real title and that advertising was a gentleman’s pursuit - before pivotally deciding that being clever was more profitable than being polite. Their best work doesn't just sell tissues or sneakers; it hijacks cultural moments with the kind of sharp, behavioral insight that makes you wonder why nobody else thought of it first. Browse the work below.
17 campaigns
Znamkamarada: Anticorruption Hackathon
Znamkamarada launched an anticorruption hackathon to prove that an overpriced government e-commerce platform could be built for free by volunteers in just 48 hours. By challenging a 16 million EUR contract and successfully creating the system with 194 programmers, they exposed government corruption and forced meaningful policy changes.
Kleenex: Tiny Doll
Kleenex reframed its product's softness as a source of inner strength by telling the biographical story of MMA fighter Rika Ishige, proving that tears aren't a sign of weakness but a catalyst for resilience and empowerment.
Nike: Equality Signs
Nike empowered women to physically hack Bogotá's male-dominated urban signage using magnetic ponytails, turning everyday traffic symbols into a protest for representation. This grassroots activism forced the city government to permanently install inclusive signs featuring both male and female athletes.
Glasgow School of Art: Ash To Art
To fund the restoration of its fire-ravaged library, the school sent salvaged charcoal debris to 25 world-renowned artists, inviting them to transform the literal remains of the tragedy into unique masterpieces for a high-profile charity auction.
Free A Girl Movement: School For Justice
To end the impunity of child traffickers in India, the campaign established a real law school for survivors, empowering them to become the very prosecutors who would eventually bring their own abusers to justice through systemic legal reform.
Black Lives Matter: Unsafety Check
Black Lives Matter launched an "Unsafety Check" campaign by hacking Facebook's safety check feature, allowing Black Americans to mark themselves as "unsafe" to highlight the ongoing threat of racial violence and systemic racism in the United States. By using a digital tool typically reserved for natural disasters, the campaign creatively drew attention to the daily danger and lack of safety experienced by Black people, generating social media awareness and solidarity.
INAMU: The Second Scoreboard
To expose the hidden surge of domestic abuse during soccer matches, the campaign integrated a real-time 911-call tracker into live broadcasts, turning the game's scoreboard into a sobering reminder that violence is not a sport.
Natalia Ponce De Leon Foundation: The Last Mask
To break the stigma surrounding acid attack survivors, the campaign invited the public to wear a digital, disfigured mask via AR, turning a symbol of pain into a global badge of solidarity and a tool for legislative pressure.
Samsung: Touchable Ink
Samsung developed a revolutionary ink that expands when heated, allowing the visually impaired to print tactile Braille using standard home printers, solving the massive cost barrier of specialized equipment through a simple, accessible chemical innovation.
ING: The next Rembrandt
ING Bank created a groundbreaking art project using advanced technology and data analysis to generate a new Rembrandt painting that looks exactly like the artist's original style. By using machine learning, facial recognition, and 3D printing, ING demonstrated how technology can push creative boundaries and reimagine artistic possibilities.
Ele Mineral White Mask: Forever
The campaign cleverly uses a multi-layered comedic narrative, first setting up a nostalgic love story, then subverting expectations with older actors, and finally revealing the product as the secret to enduring beauty and desirability, culminating in a hilarious role reversal that makes the product unforgettable.
CSHammam-Lif: 12th Man
CSHammami-Lif created "The 12th Man" mobile app, enabling banned fans to remotely cheer for their team via stadium speakers, transforming empty stands into an electrifying atmosphere and galvanizing players to win a critical match by digitally reuniting them with their passionate supporters.
Sick Kids: Better Tomorrows
SickKids' "Better Tomorrows" campaign humanized the profound struggles of critically ill children and their families by sharing their raw, real-time hospital journeys, effectively contrasting their uncertain "tomorrow" with the viewer's "today" to compel immediate, empathetic donations for hope and recovery.
Hi-Tec: Walk on Water
Hi-Tec invented "Liquid Mountaineering," an extreme sport where specially designed shoes enabled three friends to seemingly run on water, creating a compelling myth that inspired audiences to believe in pushing personal boundaries and defying the impossible.
Times of India: Chennai
The Times of India celebrated Chennai's unique blend of cinema and politics by satirically depicting the dramatic rise and fall of a cardboard cutout actor, set to a popular Tamil song, effectively capturing the city's vibrant, often absurd, daily life and cultural pulse.
The Times of India: Lead India
The Times of India ignited a mass movement for political and social change by transforming a newspaper ad into a nationwide search for new leaders, leveraging celebrity endorsements and a reality TV show to empower citizens and engage a billion people in India's 60th year of independence.
Unif Green Tea: Caterpillar
By personifying the universal desire for premium quality through two ambitious caterpillars striving for the 'best tea leaves at the top,' this campaign cleverly dramatized Unif Green Tea's commitment to using only the finest ingredients, making the product's superior quality inherently aspirational and memorable.