This category will honor those efforts that successfully communicate to teens or young adults.
The Cognitive Dress
Millennials hold the purse strings for 43% of IT spending. But how do you reach an audience that turns to popular culture, not to commercials, to judge technology brands? On fashions biggest night of the year, The Met Gala (themed Manus x Machina), IBMs AI technology, Watson, collaborated with Marchesa to design a Cognitive Dress that understood and responded to the mood of the crowd. IBM outperformed official Gala sponsor Apple on share of voice 5 to 1, and rose from 4thto 1stpreferred IT brand among U.S. millennials.
Agency: Ogilvy & Mather
Gululu-Pet in a bottle
孩童饮水不足是家长普遍的痛点。我们发现孩子都爱玩游戏，由父母频频提醒不如让游戏教育孩子。Gululu互动水壶结合最新科技、独家彩色屏幕设计，以宠物养成＋互动游戏来鼓励孩子主动养成饮水习惯，让孩子从此爱上喝水！ Insufficient drinking water for children is a common pain point for parents. We found that children love to play games, and parents often remind them to let the game educate their children. Gululu interactive kettle combines the latest technology, exclusive color screen design, pet development + interactive games to encourage children to actively develop drinking habits, so that children fall in love with drinking water!
Client: Bowhead Technology
Agency: Cheil China