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. 

2020 SILVER

Kareeb Kareeb Tarkeeb

Pakistanis love to eat street food, but at an unhealthy cost: oils that lead to obesity. We saw an opportunity to position our kitchen roll as a device to use to lose weight, thanks to its high absorbency. Working with celebrity chef Saadat, we created online episodes on which he recreated beloved street foods - but every time placing them on a square sheet of our product, which we calculated down to an average absorbency of 260 calories. Entertainment with health benefits, which led to spectacular results for the campaign. 

Brand: Rose Petal Zzoop
Client: Rose Petal Zzoop
Agency: BBDO Pakistan
Language: English

2020 SILVER

Strepsils Stereo-Season 2

The giants of Branded Music had not only failed to establish any functional connect between brand-and-platform, but fell prey to content-monotony, their innovation being limited to maximising scale and reach. It was critical for the Strepsils to break the monopoly of the Branded Music giants, with miniscule budgets, while sustaining its innovative content: previously, it was just about a clear voice, now, Acapella leveraged the power of a clear voice to express strong, clear and resonant messages. Sales grew 10%; market share maintained at 47% in a declining category

Brand: Strepsils
Client: Reckitt Benckiser
Agency: Adcom
Language: English

2020 BRONZE

Reshoot Graduation Photo Campaign

Beauty in China is a fiercely contested segment where brands use everything – from KOLs, celebrities, to fashion collaborations, to court young customers. Chando, an established skincare brand, was looking at breaking into this segment and changing the game. Chando appealed to youths by building a strong emotional connection with them at the start of their beauty journey – their first make-up experience. Instead of models in stark studios, Chando’s campaign focused on the high-stake emotional moment of the graduation photograph for students, and helped grow MOM sales by 52%.

Brand: CHANDO
Client: JALA Corporation
Agency: Soho Square Shanghai
Language: English

FINALISTS

What's Up You. Made by You.

CLARO HAZLO REALIDAD.

AXE Hazlo Épico con AXE Volumen 2