Media Innovation - Emerging & New Channels
This award showcases those who had the insight and creativity to change the way a particular, emerging media channel is consumed or to create a new channel.
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PROGRAM
2024 GOLD
High Stakes Beer Ad
Molson Coors had been frozen out of the Super Bowl for 30 years. And for its grand return, it only had one :30 spot for two brands to share. By tapping into the booming trend of online sports betting, we flipped this weakness into a strength - throwing down the gauntlet and creating the first commercial that fans could bet on. The ‘High Stakes Beer Ad’ created $210M in earned media value—and the #1 most googled brand in the Super Bowl—growing category share with only a fraction of the airtime.
Brand:
Molson Coors
Client:
Molson Coors
Agency:
Droga5
Language:
English
2024 BRONZE
The Blue Square: Standing Up to Jewish Hate
We illustrated that as 2.4% of the US population, Jews cannot fight 55% of hate without support from non-Jews. To contextualize the small size of the Jewish community, we used a blue square to take over 2.4% of screens. It was a visualization of the problem, and a symbol of advocacy. Our #
Brand:
Foundation to Combat Antisemitism (FCAS)
Client:
Foundation to Combat Antisemitism
Agency:
WUNDERMAN THOMPSON
Language:
English
2023 GOLD
Froot Loops World: From TV ads to World-Building
Froot Loops cereal was experiencing sales velocity decline (-17%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 48+ consecutive weeks of sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.
Brand:
Froot Loops
Client:
Kellogg Company
Agency:
Leo Burnett Chicago
Language:
English
FINALISTS
Mastercard
True Self World
Bud Light
Dude with Sign
UX
Small Business Drive
