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. 

2019 SILVER

Project "Dostup"

Project “Access” is devoted to the most valuable thing for young people in the Internet - content. It was raising a question of decreasing value of content at the age of its infinity. Together with contemporary artists, musicians and designers we created content that was intentionally limited to make it desirable by its inaccessibility. It was possible to watch created content only through AR app in offline and having caught targeted placement in niche media online. We managed to finally become a leader at the “for youth” attribute by growing it’s rate to 48 points.

Brand: "MTS"
Client: MTS PJSC
Agency: Mosaic Media
Language: English, Russian

2019 BRONZE

webeefin?

To build relevance with an audience that was actively avoiding advertising, Wendy's created advertising that wasn't experienced like traditional advertising. Blurring the lines between advertising and entertainment, we created a hip-hop album full of Wendy's brand messaging. So, was it advertising, or was it entertainment? We thought it didn't matter what you called it once it was listened to more than 3.6 million times; topping music charts, surpassing engagement benchmarks by seven times, and generating 800 million earned media impressions.

Brand: Wendy's
Client: The Wendy's Company
Agency: VMLY&R
Language: English

2019 BRONZE

The Artistry of Service

When it comes to buying cars, online platforms have empowered people to make decisions without stepping into dealerships; an era where algorithms influence buying decisions
This means the role of the physical dealerships, such as Al Tayer Motors, was diminishing, with prospective buyers less engaged.
We changed that by taking a subject that no one ever talks about and turned it into a story about human achievement.
Transforming a functional customer experience into a rewarding emotional one, we took car servicing and made it into a thing of beauty.

Brand: Al Tayer Motors
Client: Al Tayer Motors
Agency: FP7 McCann Dubai
Language: English

FINALISTS

Mastercard True Self World

Bud Light Dude with Sign

Burger King Ring King