Brand Content & Entertainment

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. 

2022 BRONZE

SK-II Olympics

#CHANGEDESTINY is at the heart of the SK-II brand philosophy that celebrates how destiny is not a matter of chance, but a matter of choice. As an official sponsor of the Olympics, we brought to life the different aspects of toxic social pressures that women athletes face on and off the playing field, through the power of film and storytelling. Women around APAC connected to SK-II’s storytelling, identifying with the trials these Olympic medalists undergo. Resulting in 1.4 Billion views, 99% positive sentiment and an impressive 11% increase in sales!

Brand: SK-II
Client: Procter & Gamble
Agency: MediaCom Singapore
Language: English

2022 BRONZE

State Theatre Reborn

With gentrification becoming the norm in HongKong, it is incredibly rare for a property developer to build a new landmark while preserving the rich local culture. So NWD re-premiered a once historic theatre through a uniquely immersive experience, helping older generations revisit memories of the golden age of HongKong cinema, and inspiring younger generations to preserve the future of the film industry. The results from the media and public were not just extremely positive, but put NWD in a positive light in a category where perception is almost always negative.

Brand: State Theatre Reborn
Client: New World Development
Agency: MSL Hong Kong
Language: English

2022 BRONZE

ME-POP: A NEW MUSIC GENRE FOR THE MIDDLE EAST

Music is often seen as a shortcut to engaging buyers. But for Groove, Chevrolet’s new music-inspired crossover, we wanted to go further. We created an entirely new genre of music: “ME-Pop”, giving Arab youth something culturally relevant, and f

Brand: Chevrolet
Client: General Motors
Agency: Commonwealth McCann
Language: English

FINALISTS

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