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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2018 SILVER
Last Laugh
IAPC’s Last Words campaign in 2016 created awareness for palliative care. But in India talking about death is taboo, so even the terminally ill, their doctors and families don’t talk about death, let alone palliative care. In this environment, the terminally ill performed stand-up comedy about death for their families, doctors and a paying audience to break this taboo. They were screened and trained by palliative care counsellors and India’s best stand-up comedians. These shows and its coverage became our campaign.
Brand:
Indian Association of Palliative Care
Client:
IAPC
Agency:
Medulla Communications
Language:
English
2018 SILVER
2018 SILVER
Tu sie gotuje!
It’s hard to create culinary content which stands out from the culinary clutter and contributes to realise brand’s marketing goals. We’ve made it! The content was based on consumer insight about social aspect of cooking – in „Tu się gotuje!” emotions explode and cooking is an opportunity to bound and spend time together. We presented Winiary’s image in a believable way as a trustworthy partner in everyday modern cooking, positively reflecting on consumer’s opinion.
Brand:
Winiary
Client:
Nestle Polska
Agency:
Wavemaker
Language:
Polish
FINALISTS
McDonald's
Deals so distracting they were unskippable
Poker
Influencers' Friends
Poker
Extintos, la serie para salvar la amistad
