Golin took the Grand Prix with ‘The Misheard Version’ for Specsavers, while Sela received the President’s Award for ‘Unsilence the Crowd,’ its work with Newcastle United.
Taking home the top prize, the Grand Prix, is Golin for its ‘The Misheard Version’ campaign for Specsavers.
To open up a new, less intimidating conversation about hearing loss and encourage people to get their hearing tested, Specsavers created a campaign that would break through the typical public health messaging and resonate with social media audiences. Tapping into a universally recognizable cultural phenomenon, Rick Astley’s 1987 classic Never Gonna Give You Up, it re-recorded the song with lyrics intentionally using the most common misheard versions. The result was an innovative hearing test in disguise.
The recipient of the President’s Award, meanwhile, as chosen by jury head Julia Monti, the senior vice-president for global communications at Mastercard, is Sela for ‘Unsilence the Crowd,’ its work …
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