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. 

2018 SILVER

HP The Wolf

It’s time to rethink your office printer. “The Wolf,” a dramatic episodic series starring Christian Slater, exposes the many ways in which a hacker can bring down an organization through one of the most overlooked office devices: the printer. The campaign fundamentally shifted the perception of printer security and the HP brand among IT professionals and and brought declining industry B2B printer sales up by 6%.

Brand: HP
Client: HP
Agency: Giant Spoon
Language: English

2018 SILVER

The Hearing Test In Disguise

Problem: Australia is in the midst of a silent epidemic, 3.5 million people are living with some form of hearing loss. However, many are in denial about their hearing loss or don’t know how bad it is. Our task was to get those in denial to recognise they have a problem and take action. Solution: We created a hearing test, in disguise. A short film that has two different endings, depending on the viewer’s hearing ability. Results: Exceeded KPIs: Tested over 134,300 Australians' hearing. Generated 2,499 highly engaged, high-value leads.

Brand: Cochlear
Client: Cochlear
Agency: CHE Proximity
Language: English

2018 SILVER

WTF Ronaldo?!

SNICKERS é uma das marcas de chocolate mais vendidas do mundo. Mas, presente no Brasil há apenas 5 anos, briga para crescer em meio a marcas mais famosas. Como boa desafiadora, usou a irreverência do seu posicionamento para chamar atenção durante a Copa. Mixando a ideia da marca com o futebol nas embalagens e pregando uma peça que deixou todo mundo confuso, ganhou o jogo não só nas redes, mas no trade, registrando um crescimento superior ao ano anterior e ao mercado no período.

Brand: SNICKERS Brasil
Client: Mars
Agency: AlmapBBDO
Language: Portuguese

FINALISTS

McDonald's Deals so distracting they were unskippable

Poker Influencers' Friends

Poker Extintos, la serie para salvar la amistad