Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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2023 SILVER
The Not Hot Periodwear
Always, a leading personal care brand globally and in KSA, was grappling with newer, cooler competitors. To launch its Cool & Dry pad with a cooling top-sheet, Always tapped into the unbearable experience of women’s periods during the scorching Saudi Summers. Introducing: The Not Hot Periodwear collection. Always transformed a product launch into the debut of the world’s first-ever designer Periodwear. It bypassed taboos, resonating with young Saudi women. In turn, Always earned significant media value, boosting its brand health, purchase intent, and sales.
Brand:
P&G Always
Client:
P&G Dubai
Agency:
Publicis Groupe - Leo Burnett Middle East
Language:
English
2023 SILVER
It’s OKAY to reach out (Youth 2022)
Singaporean youths are experiencing a mental health crisis, and are not reaching out for help when in mental distress. We set out to encourage youths to reframe the potential outcomes of reaching out to perceive them more positively, and made them realize ‘reaching out is less daunting than we imagine’. Youth-led stories were developed and brought to life in digital and real-life actual youth-frequented places. It brought us a step closer to normalizing the act of reaching out, while increasing awareness on the avenues of mental health services.
Brand:
Health promotion board
Client:
Health Promotion Board
Agency:
Publicis Singapore
Language:
English
2023 BRONZE
Mates make it Macca's
In the toughest Australian labour market in fifty years, McDonald’s Australia launched a textbook example of recruitment advertising for young Australians. Informed by staff research and employment psychology principles, the ‘Mates make it Maccas’ campaign smashed targets, beating the application objectives by 250%. This reversed the 2022 crew number downwards trend line and enabled the 1,032 restaurants to meet consumer demand.
Brand:
McDonald's
Client:
McDonald's Australia
Agency:
Akcelo Sydney
Language:
FINALISTS
Sprite
Heat Happens - Don't lose to Heat
Google
Me Being Me, and Google Gets Me
Mastercard
Unknown Legend
