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. 

2021 SILVER

A journey across Tunisia

Due to COVID-19 lockdowns, Diari, a famous homegrown couscous brand, lost market share and leadership. As lockdowns were lifted, Diari decided to uplift Tunisians through a branded content documentary series. Collaborating with an upcoming photographer and influencer, Diari documented his journey visiting homes across Tunisia, capturing the diverse ways that Tunisians prepare couscous with. These recipes were collected into the first-ever crowdsourced and branded couscous recipe book. Diari became market leader again, gaining +14% market share from its nearest competitor; from being 11% behind the competitor just 4 months earlier.

Brand: Diari
Client: Diari
Agency: FP7 McCann Tunis
Language: English

2021 SILVER

Humrahi Digital Campaign

‘Humrahi’ is Pakistan’s first digital insurance content in form of webisodes, catering to an untapped market and changing the perception about life insurance. Conveyed message in a lighter & positive way. Moreover, challenging the traditional way of thinking versus a progressive mindset was the underlying message. The campaign idea was crafted around "Planning is essential and for that you need a trusted partner to enable those plans come to life."

Brand: Humrahi Digital Series
Client: EFU Life Assurance Ltd.
Agency: MullenLowe Rauf
Language: English

2021 BRONZE

100 pronunciations, 1 solution

Head & Shoulders, despite being in Vietnam for decades, has one of the lowest brand awareness driven by the brand name being too complex for local consumers to pronounce. We identified an insight that takes the tension away and gives it a positive spin by celebrating the funny mispronunciations to make Head & Shoulders more memorable and drive our brand benefit in a way that Vietnamese consumers would love! This campaign has delivered record-breaking results: Highest-ever unaided brand awareness at 37.7% growing 174% v YA, and highest-ever value share at 10.1% among others.

Brand: Head and Shoulders
Client: Procter & Gamble
Agency: MediaCom
Language: English

FINALISTS

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