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. 

2023 SILVER

Dirty Laundry

Challenge:With a jail sentence by Law of only 0-5 years, in Lebanon, rape is not considered a serious crime.  Insight: Rape survivors are silenced to preserve the family's honour, or as it's put in Lebanon, "don't air our dirty laundry." Idea: ABAAD sought to increase the jail sentence for rape by letting people known that RAPED BODIES ARE NOT DIRTY LAUNDRY. Action:Collaborating and co-creating with two influential and creative women, we gave a voice to silenced survivors, by airing dirty laundry, through branded content and on-ground demonstrations. 

Brand: ABAAD
Client: ABAAD Resource Center for Gender Equality
Agency: Publicis Groupe - Leo Burnett Middle East (Lebanon)
Language: English

2023 BRONZE

BREAKING RADIO CALISTHENICS

While JBL remains popular among old-school audio enthusiasts, younger generations do not see it as a brand for them. To change this perception, JBL turned to a seemingly outdated trend among young people: Japanese radio calisthenics, a form of gymnastic dance. By incorporating elements of breakdancing into the traditional moves, JBL introduced a whole new style called “Breaking Radio Calisthenics,” an instant hit that quickly engaged millions of young people. JBL transformed an outdated and dull dance style into a hip contemporary trend and in doing so modernized its brand.

Brand: JBL
Client: HARMAN International
Agency: BBDO Tokyo
Language:

2023 BRONZE

Maya: The Anthem of Financial Freedom

This is the story of how Maya rose to become the fastest-growing digital bank in the Philippines, by taking a significant step towards bridging the banking gap. The key to its success lies in its bold approach to digital banking, which no other bank in the country would dare to do. It transformed Gen Z interests (music, arts, gaming) and turned it all into a cohesive campaign. For the first time ever, a bank topped the music charts, breaking away from the conventional ways of advertising for a bank.

Brand: Maya Philippines
Client: Maya Philippines
Agency: Bates CHI&Partners Manila
Language:

FINALISTS

McDonald's Deals so distracting they were unskippable

Poker Influencers' Friends

Poker Extintos, la serie para salvar la amistad