Engaged Community

This category is about managing effective, engaged communities.  Entrants will be brands that are creating content, experiences, and platforms that get their communities to grow, act or amplify messaging in a way that directly relates to the brand's goal.

2019 SILVER

How to Survive the Zombie Apocalypse

How do you get a world tired of zombie stories excited about another zombie video game? You don’t focus on the undead monsters, you expose the monster within. There are tough moral questions that every survivor must face in the apocalypse and we used these questions to create intrigue and anticipation. By re-framing a new entry into an overcrowded genre, State of Decay 2 was able to go from a little-known indie game sequel to a blockbuster hit. 

Brand: Xbox
Client: Microsoft
Agency: 215 McCann
Language: English

2019 SILVER

Be the Buddha’s Provider

This is a charity campaign that focuses on the Mogao Caves, a cultural heritage with a history of 1600 years. It aims to involve more people to protect and promote the Dunhuang culture. Every June, a million households in China will encounter the National College Entrance Exam. This is the time when people ask Buddhas for fortune and guidance to success. Consequently, we have created 34 guardian charms incorporating Mogao Caves Buddhist elements and hided them in social media. According to big data tags, each student is matched with a specific charm, and by donating 1 RMB, they will become the Provider. The campaign soon took over the internet and became a social charity campaign for everyone, an act of providing instead of donating, to help revitalize the Mogao Caves’ painting.

Brand: Dunhuang
Client: Dunhuang Academy
Agency: Tencent
Language: Mandarin

2019 SILVER

#HAULERS

Discount grocery is a commoditized battleground, and stores like No Frills carry an unfair perception. The challenge was how do you de-stigmatize shopping at No Frills to attract more value seekers? Instead of rebranding the store, we decided to rebranded the customers, and give them permission to celebrate their frugality. At other grocery stores shoppers shop. At No Frills, HAULERS HAUL. The integrated and untraditional HAULERS campaign struck a nerve, exceeding all KPIs including sales growth, at a time when the category was down.

Brand: No Frills - #HAULERS
Client: Loblaw Companies Ltd.
Agency: john st.
Language: English

FINALISTS

Ožujsko beer Kumovi

Tarjeta Premia-BHD Premiadores

Salami Súper Especial Induveca La Expectativa Que Nadie Se Esperaba