Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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2023 SILVER
Knorr Blazin- Feel the Burn
Before Knorr Blazin, the brand spoke mainly to kids. We were able to extend the high equity of Knorr to a new target audience and won their hearts with a very relevant communication. This was challenging since this was the first time we were extending an age old brand and Gen-Z has a very unconventional approach to life. But due to the brand’s reliability factor, along with the relevant communication that merged the old and the new seamlessly, we were able to grow 2.5X over our business case
Brand:
Knorr Blazin' Noodles
Client:
Unilever Pakistan Limited
Agency:
VIRAL EDGE
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
Forward for Education
The big brother comeback
What's Up
The land of Whatsupia
Rivaj Cosmetics
I Set my Own RIvaj - Rivaj Cosmetics
