GPY&R Melbourne+Brisbane takes out Spikes Grand Prix for Good for ‘Melanoma Likes Me’

GPY&R Melbourne+Brisbane has taken out the Spikes Grand Prix for Good for the Melanoma Patients Australia ‘Melanoma Likes Me’ campaign at last night’s Spikes Awards held at the Ritz Carlton Singapore.

The agency created an online persona for Melanoma who ‘liked’, ‘followed’, and commented on young Australians’ social media activities. A unique algorithm found and responded to popular hashtags and geo-located images.

Interestingly, all three campaigns considered for Grand Prix for Good were from GPY&R: Melanoma beat ‘Donation Posters’ and ‘Letters from Gallipoli’.