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

National Ketchup Factory – Fun Kay Saath Learning Zaroori

National Foods Limited (NFL), a Pakistani multinational food products company, launched a fun and educational food series aimed at children in Pakistan, National Ketchup Factory, to strengthen its brand equity and cement its market share.  National managed to grow its market share with sales spiked by 29%. Brand Equity Index grew by increasing National Ketchup as the Most Preferred (78% | +2) And Recommended (80% | +5) Brand. 

Brand: National Ketchup
Client: National Foods Limited
Agency: MediaVest
Language: English

2021 GOLD

The Bread Exam

In Lebanon, only 1 in 10 women have ever performed a breast self-exam. With The Lebanese Breast Cancer Foundation, we helped women take their health into their own hands. Because traditions prevent women from talking about their bodies, we created a bread recipe video demonstrating the steps of a breast self-exam by pressing dough with a culturally sensitive call-to-action #Khabazte (Have you baked bread?). With The Bread Exam, we found a way into women’s kitchens and their lives, effectively transforming a regular kitchen experience into a life-saving reminder.

Brand: Lebanese Breast Cancer Foundation
Client: Lebanese Breast Cancer Foundation (LBCF)
Agency: FP7 McCann Dubai
Language: English

2021 GOLD

Sex Stickers

El confinamiento en la pandemia le puso una pausa al sexo como lo conocíamos. Todo se traslado a nuestros celulares, pero como marca, sentíamos que las personas no podían expresar realmente lo que queríamos o andábamos buscando. Por eso, creamos una campaña digital en la que las personas podían solicitar stickers a través de WhatsApp con mensajes diseñados específicamente para sextear. Nos propusimos 1,000 solicitudes y llegamos a 10,322 solicitudes durante toda la campaña, 10 veces más de la meta propuesta.

Brand: Condones
Client: Reckitt Benckiser CAM
Agency: La Tres
Language: Spanish

FINALISTS

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