Bridging culture and creativity

The Epica Awards has added a new category to its awards roster - Culture Insights - and to understand what this category means, we took deep dive into outstanding work that positively impact culture

por India Fizer , AdForum

The Epica Awards has added a new category to its awards roster and to understand what this category means, we took deep dive into outstanding work in cultural insights. From the quirky phenomenon of fish rain in Honduras to a thought-provoking look at LGBTQIA+ rights in Germany, this category showcases how brands can tap into local traditions, tackle pressing issues, and spark important conversations. Here, we explore some of the standout campaigns that exemplify the power of cultural insight and its potential to create positive change.

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Ogilvy
Todo en uno
Tegucigalpa, Honduras
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Ogilvy Honduras x Heaven Fish

For the last 100 years, Yoro, Honduras has witnessed one of the world's most peculiar natural phenomena: fish rain, in which fish fall from the sky. Ogilvy Honduras stepped in to create Heaven Fish, a company that utilizes the fish that fall from the sky to provide the people of Yoro with a new sustainable economic income. This initiative benefits locals by providing a sustainable food source and generating economic resources and jobs. Sky fisher has become an official job in Yoro. Over 60% of the population are involved, whether as farmers, collaborators in the distribution center, fish collectors with hammocks, or workers in processing and packaging. All those involved in the production and distribution of derived products are considered sky fishers.

Regal Springs, a leader in sustainable tilapia production, has recently formed a partnership with the community of Yoro to support sustainability and social responsibility in fish farming.

The culmination of this campaign includes short documentary films on the lives of three local Sky Fishers. View the campaign films here.

 

Jung von Matt AG
Todo en uno
Hamburg, Alemania
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Jung von Matt AG x Laut Gegen Nazis E.V.

In a groundbreaking campaign, Rights Against the Right, created by Jung von Matt AG in collaboration with NGO Laut gegen Nazis, the use of trademark law was ingeniously turned against online Nazi merchandise shops. By securing trademark rights for Nazi-related symbols and codes through the European trademark office, the campaign’s team became the rightful owners of these trademarks. This gave them the legal power to demand the removal and destruction of Nazi-themed products, as well as to claim compensation for every item sold. The strategic publication of these trademarks created significant media buzz, amplifying the campaign's impact.

To engage the public and drive participation, the agency launched a film and a website optimized for press and social media, encouraging donations and further involvement. This innovative use of legal tools not only targeted the commercialization of hate but also raised awareness, sparking important cultural conversations about the intersection of law, activism, and digital spaces.

 

MullenLowe Singapore
Todo en uno
Singapore, Singapur
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MullenLowe Singapore x Lifebuoy

For the 90th anniversary of Unilever’s Lifebuoy brand, creative agencies MullenLowe Singapore, MullenLowe Lintas India, and MullenLowe Lintas Indonesia teamed up on a powerful campaign that highlights the importance of hygiene in building healthier communities. The spot reflects Lifebuoy’s legacy of promoting handwashing as a simple yet essential act for preventing disease. Through a moving narrative, the campaign showcases real-life stories from communities where Lifebuoy’s efforts have made a tangible difference in public health. The campaign celebrates the brand’s ongoing commitment to improving hygiene practices globally, while also acknowledging the lasting impact of its 90-year mission to save lives.

 

MullenLowe Lintas Group
Todo en uno
Mumbai, India
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MullenLowe Lintas Group x Lifebuoy

In another creative collaboration between MullenLowe and Lifebuoy, social media influencer Moo Deng leads the PSA for promoting hygiene. The campaign film features Moo Deng, a popular figure known for her candid and humorous social media presence, as she shares a series of "confessions" around the importance of cleanliness and personal hygiene. Using her unique voice and engaging style, the campaign highlights the role of handwashing in preventing illness, making a serious public health message both entertaining and accessible. By leveraging Moo Deng’s widespread appeal and her authentic connection with her audience, the campaign seamlessly blends cultural relevance with Lifebuoy’s long-standing commitment to promoting better hygiene practices.

 

Zulu Alpha Kilo NY
Todo en uno
Brooklyn, Estados Unidos
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Zulu Alpha Kilo NY x The Gas Leaks Project

Brooklyn-based agency Zulu Alpha Kilo cleverly taps into the popular, sensationalized tropes of reality television to highlight the hidden dangers of natural gas. The Hot and Toxic campaign uses exaggerated, toxic reality TV personas to personify the harmful effects of methane gas, drawing a direct parallel between the drama of reality TV and the life-threatening risks posed by gas leaks in homes. By exposing the cancer-causing chemicals in methane through these larger-than-life characters, the campaign makes the invisible threat of gas leaks both memorable and urgent.

The strategy not only empowers consumers with vital information about health and environmental risks but also plays on the cultural power of reality TV to engage a wide audience in a conversation about safety and sustainability. The ad turns a critical public health issue into an impactful narrative, combining entertainment with education in a way that resonates with today's media-savvy viewers.

 

Serviceplan Germany
Todo en uno
Munich, Alemania
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Serviceplan Germany x Schäferei Stücke

In a poignant and thought-provoking campaign, Serviceplan Germany addresses both LGBTQIA+ rights and animal welfare through the concept of Rainbow Wool. With hate crimes against LGBTQIA+ individuals in Germany rising by 36%, the campaign highlights an uncomfortable truth: in the animal kingdom, including among sheep, same-sex relations are common, yet these animals are often discarded for their inability to reproduce. The concept of Rainbow Wool offers a powerful, ethical solution—by promoting the wool of gay sheep, who are otherwise killed. This clever twist not only raises awareness about the ongoing discrimination against the LGBTQIA+ community but also draws attention to the injustices faced by these animals. By tying the campaign to the growing demand for ethically produced goods in Germany, it connects cultural values of sustainability and fairness with a unique, sustainable product. The campaign invites consumers to rethink their relationship with both the LGBTQIA+ community and the natural world, encouraging a more inclusive and compassionate society.

 

Conill
Marketing Services
El Segundo, Estados Unidos
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Conill x Toyota

This one is an oldie, but a goodie! Community support takes center stage in this campaign out of Conill for Toyota, reflecting a deeply rooted cultural value in Hispanic communities. Anchored in the universal Hispanic behavior of lending a helping hand, the Born to Lend a Hand campaign showcases Toyota’s Tundra truck as a powerful symbol of reliability and generosity. Whether aiding family, friends, or even strangers, the Tundra becomes more than just a vehicle; it represents a trusted tool for bringing people together and supporting others. By tapping into the emotional fabric of Hispanic culture, the ad highlights the importance of community, solidarity, and mutual aid, reinforcing Toyota's connection to these values while demonstrating the brand’s role in facilitating acts of care and support in everyday life. Through this culturally rich narrative, the campaign strengthens Toyota’s bond with multicultural audiences, celebrating the power of unity and kindness.

For more on cultural insights, please check out our accompanying playlist.