This category will honor those efforts that successfully communicate to teens or young adults.
Russian families rarely play Board games, because for most, it's still boring chess or dominoes. In this case, Hasbro should become an ambassador of the category and take responsibility for the development of Board games culture in Russia! We decided to do this based on a strong parental insight: One of the most emotional moments in every parent’s life is the first time they are defeated by their child, understanding how much their child has grown up. Thus, we will demonstrate our modern games, and also give families a strong reason to spend leisure time playing board games.
Brand: Hasbro Gaming
Agency: OMD Media Direction
Don't Search It
Rural teen boys grow up in cultures that accept smokeless tobacco (“dip”) as a part of life. And because cigarettes have been the focal point of decades of public health communication, dip usage is largely ignored. This campaign is designed to educate rural teen boys about the health consequences of dip by tapping into what makes them unique: their natural curiosity and native digital search behaviors. With a unique “anti-call-to-action,” we dared them to engage with us, creating an innovative way to communicate the serious health consequences of dip use.
Brand: FDA's The Real Cost
Client: FDA Center for Tobacco Products
Agency: FCB New York
Vkusomagiya, come true! An exceptional curd come true!
How to enter the market of dairy products for school children with healthy curds if children don’t like healthy food and competitors offer a great variety of products? To create something so surprising that a child not only agrees to eat it, but also wants to play with it. That’s how Vkusomagiya curds appeared: they consist of two layers that, mixed together by a child, create an unexpected third flavor. Did children like the curds? Even more than we expected: in 3 months we managed to get a 20% share of the segment and double the preference of the brand.
Brand: Chudo detki
Client: PepsiCo Holdings LLC
Agency: Rodnaya Rech