The campaign titled "The Rights" by Adsapience serves as a reflective agency self-promotion effort centered around International Women's Day, aiming to deepen partner engagement through a meaningful gesture. The brand proposition hinges on conveying respect and acknowledgment of women's perspectives, using the symbolic concept of granting “rights” as a metaphor for appreciation and empowerment. By providing partners with a special wallet representing these "rights," the campaign positions Adsapience as thoughtful and socially aware, emphasizing authentic connection over traditional congratulatory messages.
The market strategy leverages a timely cultural insight—women’s mixed feelings about celebratory occasions like March 8th—to foster genuine interaction. Rather than relying on generic greetings, the agency initiated a Facebook flashmob anchored by the #buketchallenge hashtag, inviting women to openly share their sentiments and experiences. This interactive, narrative-driven approach not only humanizes the brand but also activates social media for organic reach within the B2B context. The choice of a flashmob as a creative tactic reflects an understanding of contemporary digital behaviors, aiming to cultivate community feel and deeper emotional resonance with partners. Overall, the campaign balances innovative digital engagement with a grounded narrative that aligns with both the cultural moment and the brand’s positioning as a perceptive agency committed to real connections.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign centers on a B2B International Women’s Day “problem” — how to move beyond clichéd gestures like bouquets. By organizing a #buketchallenge flashmob and gifting partners a “special wallet with symbolic ‘rights’” (referencing the right to drive), the creative device transforms the abstract issue of surface-level acknowledgment into a symbolic act with deeper meaning. Rather than addressing the problem literally or narratively, the campaign employs a tangible analogy (the wallet and rights) as an inventive metaphor for gender empowerment, fitting the Symbolize the Problem format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Banda Agency – Positioned as a creative powerhouse in Ukraine, Banda focuses on culturally resonant, bold storytelling that drives emotional engagement. They leverage local insights with a global perspective, emphasizing innovative digital media integration to craft memorable brand experiences.
2. Woo Creative Agency – Woo distinguishes itself through a strong emphasis on integrated campaigns that blend strategy, creativity, and technology. Their approach centers on crafting impactful narratives that resonate across multiple platforms, particularly emphasizing digital and social media innovation.
3. Leo Burnett Kyiv – As part of a global network, Leo Burnett Kyiv combines international expertise with local market knowledge. Their positioning highlights human-centric storytelling with a focus on emotional branding and creative excellence across traditional and digital media.
4. TABASCO – TABASCO positions itself as a boutique agency driven by creativity and strategic thinking. They prioritize client collaboration and delivering results through meaningful content, often merging advertising with brand consultancy and innovative digital solutions.
5. Kiosk Creative Agency – Kiosk stands out by focusing on fresh, modern design and inventive campaign concepts tailored for a young, dynamic audience. Their strategic edge lies in combining sharp visual narratives with social media engagement to amplify brand presence within Ukraine’s evolving entertainment and media sector.
Q: What is The Rights about?
A: The Rights is a 2018 integrated self-promotion campaign created by Adsapience in Ukraine for the agency’s own brand. Developed for the Agency Self-Promo sector, the campaign centers on International Women’s Day and addresses how B2B partners are traditionally congratulated. To move beyond clichéd gestures, Adsapience launched a Facebook flashmob using the #buketchallenge hashtag, inviting women to share their authentic feelings about the celebration. The agency also gifted partners a symbolic wallet representing “rights,” using this as a metaphor for empowerment and mutual respect. The campaign combined digital engagement with a tangible gesture to foster deeper, more meaningful connections with its professional network.
Q: What creative device does The Rights use?
A: The Rights employs the Symbolize the Problem creative technique, classified as FORMAT#3 in Clapboard’s 12-format taxonomy. Rather than depicting the issue of superficial Women’s Day acknowledgments literally, the campaign uses a symbolic wallet containing “rights” as a metaphor for gender empowerment and agency. This tangible analogy reframes the conversation, shifting focus from traditional congratulatory tokens to a deeper message about respect and empowerment. By leveraging symbolism instead of direct narrative, the campaign aligns with Clapboard’s recognized approach to representing complex social issues through inventive, resonant analogies.
Q: What is the campaign proposition for The Rights?
A: The Rights positions Adsapience as a thoughtful and socially attuned agency, aiming to deepen engagement with B2B partners around International Women’s Day. The campaign’s strategic proposition is to move past generic greetings and offer a meaningful gesture that acknowledges women’s perspectives and experiences. By gifting a wallet symbolizing “rights” and activating the #buketchallenge flashmob, Adsapience invites authentic dialogue and fosters a sense of community. This approach highlights the agency’s commitment to genuine connection and cultural relevance within the Media and Entertainment market, reinforcing its brand as one that values real, respectful relationships over surface-level acknowledgment.
Q: How does The Rights rank in Clapboard's archive?
A: The Rights holds a Clapboard Campaign Score of 59/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, the quality of its execution, and its resonance within the cultural context of International Women’s Day in Ukraine.
Q: Who are the competitors in Adsapience's category?
A: In the Ukrainian media and entertainment agency landscape, Adsapience competes with several notable players. Banda Agency is recognized for its culturally resonant storytelling and innovative digital integration, while Woo Creative Agency emphasizes integrated campaigns that blend strategy, creativity, and technology. Leo Burnett Kyiv leverages global expertise with a focus on human-centric storytelling and emotional branding. TABASCO operates as a boutique agency prioritizing client collaboration and strategic creativity, and Kiosk Creative Agency distinguishes itself through modern design and inventive concepts aimed at a dynamic, youthful audience.
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