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

The Crew 2

It's hard to launch a new racing-game when the segment is in decline and the two market leaders are planning to launch a new iteration at the same time. That's why for Ubisoft's The Crew2 we decided to focus on pre-launching the game by making its beta version appealing to players month before its actual launch.To make it happen we partner with Red Bull to create "Face Your Ride", a contest that turned the beta of the game into the most spectacular experience ever provided by a videogame

Brand: The Crew - Ubisoft
Client: UBISOFT
Agency: Proximity BBDO Paris
Language: English

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

FINALISTS

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