The Work 2024 Contenders: TBWA

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is TBWA’s Top 3…

mycar tyre & auto: Autotranslate
Auto-Translate is a web based tool to help people learn the language of car, translating technical car terminology consumers don’t understand into humorous analogies.

People could simply pull their phone from their pocket then talk, type or upload a bill to translate car parts in real time.

Google search data was used to determine frequently searched terms then our experts translated them into explanations everyone could understand.

Every element of the campaign was designed to educate, while simultaneously sending potential customers to the tool on the mycar mobile site via

The Work 2024 Contenders: TBWA

Who Gives A Crap: Winnie-The-Pooh: The Deforested Edition
Most people don’t realise, but over one million trees are cut down every single day to make traditional toilet paper.

To draw attention to this catastrophic statistic and inspire people to switch to Who Gives A Crap’s 100% recycled toilet paper, we created ‘Winnie-the-Pooh: The Deforested Edition’; the first piece of classic literature updated for environmental reasons.

While A.A. Milne’s original text remained untouched, each illustration was reimagined to represent the impact of land cleared every day to make traditional toilet paper.

The books were handmade from 100% recycled materials.

Mastercard: The First Wheelchair Ballkid
Being a ballkid at a Grand Slam is a life-changing opportunity for tennis-mad kids.

But those in wheelchairs have always been overlooked because society didn’t believe they could do it.

Mastercard developed new assistive technology to bring the first wheelchair ballkid to the court during the first Grand Slam of the year, in Australia.

The story reached over 400 million people, and achieved $24.5 million in earned media, the highest earned share of voice of all tournament sponsors.

Wheelchair ballkids will take part in tournament matches in 2025.

Because a world where we all belong, is Priceless.


The deadline for Campaign Brief’s The Work 2024 is Monday May 13. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your company has entered The Work and would like to showcase your Top 3, email