Branded Content

This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising.  The award honors branded content led ideas that are the heart of the communications program. 

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Funny Things Off The Top Of My Head

Clear the air about Dandruff by giving people a good laugh about it. Flipped over the decreasing sales trend and increased it by 1.7% in a category that shrank by 5.6%.


Brand: Head and Shoulders
Client: P&G Dubai
Agency: Saatchi & Saatchi MENA

Strepsils Stereo

While music is the pulse of the Pakistan’s youth and is being exploited by global brands with big-budget platforms, there exists little-to-no functional connect between brand and  platform. Amid this content clutter, no brand had a more direct connect with singing than throat-soothing lozenges. So, we got rid of the instruments to focus on what was relevant to our Brand: VOICE. Rather than latching onto an existing trend, we collaborated with a leading artist/label to launch Pakistan’s first Acapella music platform which racked up 14.3 Mn views by Q3 2018


Brand: Strepsils
Client: Reckitt Benckiser
Agency: Adcom Zenith

KFC Boxmaster - Friendzone


Brand: KFC
Client: US Food Network
Agency: McCann Worldgroup Romania

2019_eu_2019_e-209-988_hero_1 Fresenius FX Dialysers 12 Hours of Blue
2019_ru_2019_2422_hero_1 2x2 TV and Tutu.ru Tutureal 2х2
2019_mn_2019_050_hero_1 Dubai Properties There's living and then, there's Madinat Jumeirah Living
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