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. 

2019 BRONZE

Levi's®「Brand remodeling Triple victory 」

The brand looks for a resonance medium-music that is associated with young consumers. The medium is also an element living in the DNA of Levi's® brand. Sound is life, music is also a window to capture consumer sentiment. Levi's® through music cure consumers and build brand image. Therefore, we use large platforms and musicians to reach the young group through large horizontal range; Deepen the topical traffic IDOL, and vertically export the brand spirit; Finally, unite the icon that best fits the spirit of Levi's® to strengthen the brand image.

Brand: Levi's®
Client: Li Hui Commercial (Shanghai) Co., Ltd.
Agency: arkr Group
Language: Mandarin

2019 BRONZE

The Bucket

A celebration of parents’ love through the lens of iPhone.
Directed by China’s beloved Jia Zhangke, shot entirely on iPhone XS, this is a story about a young man’s journey back to the city after the CNY celebrations come to an end.
While other brands tackle the arrival of a CNY reunion, this emotional film focuses on the departure and the mixed feelings surrounding that moment: excitement for the return to the city; guilt for leaving their parent(s) behind.
The bucket of eggs represents something so common yet fragile, and the addition of sand is a touch that’s easily taken for granted—just like a mother’s love.
The film aimed to inspire viewers to treasure and celebrate their parents’ love by way of food care packages and showcasing it on social media.

Brand: Apple
Client: Apple Inc.
Agency: TBWAMAL
Language: Mandarin

2019 BRONZE

The Poovolution

Being innovative from adopting the usual educating communication approach, Andrex “The Poovolution” campaign penetrated integrated communication to audience through digital and real-life social, to initiate engagement at where people want to get inspiration on how to clean properly. The campaign successfully cultivated audience the right habit at the most suitable time, and let our after-toilet hygiene truly evolve to the new golden standard.

Brand: The Poovolution
Client: kimberly clark hong kong
Agency: Havas Hong Kong
Language: English

FINALISTS

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