Youth Marketing

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.

Brand: IBM
Client: IBM
Agency: Ogilvy & Mather

Gululu-Pet in a bottle

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!

Brand: Gululu
Client: Bowhead Technology
Agency: Cheil China

Tales of A Fashion Buyer

Brand: Mogujie
Client: mogustreet
Agency: Amber Communications

2019_sg_2019_21_hero_1 Martell NCF The Curious Crew
2019_us_2019_e-3590-053_hero_1 5 Gum 5 Gum: Regrets to Fight Regrets
2019_ru_2019_1533_hero_1 Maybelline New York Viral video "SO DIFFERENT SKINS"

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