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.
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PROGRAM
2019 SILVER
Beyond the Label
In Singapore, people with mental health conditions live in the shadow of a cultural Goliath – popular misperceptions, negative stereotypes and other widespread biases that make life miserable. NCSS wanted to encourage Singaporeans to be more supportive and inclusive – which would mean confronting this Goliath. Our campaign harnessed proven reframing techniques to deliver significant (20%, 50%, even 80%+) positive shifts in Singaporeans' knowledge, attitudes and behavior – far surpassing all its goals. So while our “slingshot” may not have slain the giant, it ‘s cut him down to size.
Brand:
National Council of Social Service
Client:
National Council of Social Service
Agency:
McCann Worldgroup (Singapore)
Language:
English
2019 BRONZE
Knorr Noodles Boriyat Busters
Knorr Noodles built itself on a ‘fun and adventure’ based positioning. All communications have focused on highlighting Knorr as a fun filled snack with its animated characters.Given the competitive heat around our differentiated positioning, simultaneously evolving media and entertainment landscape it was imperative that we take a leap in the way we communicate. We needed to come up with a new way of communication to reinforce and further strengthen Knorr Noodles’.We developed a platform which could take over as the natural evolution from Knorr’s original stand point of eliminating boredom.
Brand:
Knorr
Client:
Unilever (Pakistan)
Agency:
Y Production
Language:
English
FINALISTS
McDonald's
Deals so distracting they were unskippable
Poker
Influencers' Friends
Poker
Extintos, la serie para salvar la amistad
