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.
Era uma vez um país onde 70% da população não lia nem um livro por ano. Para mudar essa história, contamos uma outra: a de uma menina que usou livros para romper barreiras e se tornar a primeira astronauta brasileira. O final foi feliz: aumentamos em 34% o número de leitores e dobramos o acesso aos livros. Itaú atingiu os maiores índices de prestígio e consideração de marca do ano. E pra completar, os sonhos também cresceram: as buscar por astronauta brasileira aumentaram 350% no Google.
Brand: Itaú Unibanco
Seen as a premium yet distant foreign brand, Apple wanted to build deep emotional connection with Chinese consumers in a distinct and meaningful way at CNY. To establish the brand’s human values behind the innovative technology, we celebrated precious family reunion moments through the film “Three Minutes” shot entirely on iPhone X. The film reached 138 million views during the holidays and made headlines as “setting a new standard for advertising.”
Brand: Apple Inc.
Client: Apple Inc.
Agency: Media Arts Lab
Little Big Travellers: Millenial Parents' Guide To Travel
There’s never been a better time to be a traveller, and a worse one to be a hotel brand. Tough times call for smart measures; ours was to inspire millennial parents and their little big travellers to brave the world. By helping these parents to reconcile the me-first thrill of millennial travel with the kids-first responsibility of family travel, we helped Holiday Inn to find relief from mounting pressure from other hotels and short-term rental (read: Airbnb), and lift brand perception and revenue from Singapore travellers in AMEA markets.
Brand: Holiday Inn
Client: InterContinental Hotels Group (Asia Pacific) Pte Ltd
Agency: Ogilvy & Mather Singapore