Every jury evaluating the Tiny But Mighty category of the Creativity Awards interprets the phrase a little differently. But this year’s jury embraced a campaign that made a mighty statement from a tiny and remote platform off the coast of Honduras.

Developed by Ogilvy Honduras for Grupo Estratégico PAE (GEPAE), “Morning After Island” took aim at that country’s ban on the morning-after pill—it’s the only country in Latin America where it’s illegal. The agency found a loophole to allow women to take the morning-after pill legally—on a platform out at sea that was technically in international waters, where Honduran law did not apply.

GEPAE organized weekly trips and supplies to provide hundreds of women in need of the pill, ensuring they were safe from prosecution.

“It’s just so ingenious that they found that loophole,” one Creativity Awards juror said. “It’s so simple and clear as a solution.”

The effort received global PR attention, but more importantly, earned GEPAE a seat at the table in terms of the political discussion—including a meeting with the Honduran president, after which the government made a public commitment that included the formation of a new Ministry of Women as well as a broad legislative proposal defending the sexual, reproductive and civil rights of 3 million Honduran women. 

See all the 2023 Ad Age Creativity Awards winners.