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

Times Have Changed

Faced with ambitious life insurance growth targets and intensifying competition, Income focused on winning in its biggest customer segment: women. By committing to changing with the times and calling out the industry to do the same, Income earned women’s attention and affinity. Market share shot to a record high in several years.

Brand: Income
Client: Income
Agency: BBH Asia Pacific
Language: English

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

FINALISTS

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