Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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PROGRAM
2020 SILVER
Reshoot Graduation Photo Campaign
Beauty in China is a fiercely contested segment where brands use everything – from KOLs, celebrities, to fashion collaborations, to court young customers. Chando, an established skincare brand, was looking at breaking into this segment and changing the game. Chando appealed to youths by building a strong emotional connection with them at the start of their beauty journey – their first make-up experience. Instead of models in stark studios, Chando’s campaign focused on the high-stake emotional moment of the graduation photograph for students, and helped grow MOM sales by 52%.
Brand:
CHANDO
Client:
JALA Corporation
Agency:
Soho Square Shanghai
Language:
English
2020 BRONZE
In Our Boots 360 VR Experience
In 2018, the U.S. Army missed its recruitment goals for the first time in over a decade. What looked like a simple decline in recruitment due to cultural headwinds was actually much deeper. We had a trust issue with the very people we needed to recruit. In Our Boots earned back the trust of skeptical young Americans by turning them into a Soldier through a 360 VR Experience. At a moment in history when young Americans didn’t trust the Army, an unprecedented amount came knocking on our doors.
Brand:
U.S. Army
Client:
U.S. Army
Agency:
McCann New York
Language:
English
2020 BRONZE
McDonald's x Raptors Sponsorship
Growing sales and brand preference among young adults is a top business priority for McDonald’s Ontario. And for good reason. Young adults visit QSRs more than any other demographic, they are the biggest spenders with the highest average cheque, and are growing at the fastest rate. We couldn't afford to lose the battle for young adults share of heart and wallet.We decided our way in would be through a fan-first series of content and experiences that connected with a growing cultural touchpoint for young adults, the Raptors.
Brand:
McDonald's Restaurant of Canada
Client:
McDonald's (Canada)
Agency:
Cossette
Language:
English
FINALISTS
Forward for Education
The big brother comeback
What's Up
The land of Whatsupia
Rivaj Cosmetics
I Set my Own RIvaj - Rivaj Cosmetics
