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.

2022 GOLD

Not Just A Cadbury Ad 2.0

India’s 2nd Covid wave in 2021 proved to be a bigger setback for the small businesses. So, in the sales-critical Diwali season, when brands went back to the deep-discounting playbook on e-comm channels, Cadbury reinvented its 2020 edition of #NotJustACadburyAd yet again. It got a world-famous celebrity Shahrukh Khan to endorse countless-nameless stores along with its own by combining data and MarTech innovation. This use case proved to be useful again in uplifting 1000s of small-businesses, and registering a +35% jump in sales for Cadbury’s gifting in the pandemic.

Brand: Cadbury Celebrations
Client: Mondelēz India
Agency: Ogilvy Mumbai
Language: English

2022 BRONZE

unLimited Edition

Adidas Originals launched Forum 84, a reinvention of the original iconic sneakers that sparked sneakerhead culture. But its cultural heritage is lost to China’s Gen Z; who perceive sneaker value based on hype, resale price, celebrities. It aims to revive the original sneaker culture that champions Originality, Creativity, and Inclusivity. The idea “Open to Clash” means “Open to Diversity”. The sneaker became a platform for creative dialogue. Makers challenged friends to reinvent together Forum 84s into one-of-a-kind originals. Brand Favorability shot up despite there’s a nationwide boycott on western brands.

Brand: adidas
Client: adidas
Agency: McCann Shanghai
Language: English

2020 GOLD

World Pride 2019

For WorldPride 2019, Mastercard had its biggest opportunity yet to deliver real change for the LGBTQIA+ community. We shone a light on the most marginalized within that community—transgender and non-binary individuals—to identify a pain point too often brushed aside. With a product innovation (True Name) and a symbol of inclusion (Acceptance Street), we offered a simple yet powerful solution. The result was a tremendously positive response within the LGBTQIA+ community and real change driven within the financial services industry.

Brand: Mastercard
Client: Mastercard
Agency: McCann New York
Language: English

FINALISTS

McDonald's Unbranded Menu

Sedal Disciplina con Sedal

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