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 GOLD

El Viaje

Esta es la historia de cómo el relato de una niña, visibilizó la verdadera causa de muerte del cáncer infantil en Ecuador: ser pobre y vivir lejos del hospital.“El Viaje”, un cortometraje que empezó en el cine y continuó en la vida real, consiguió que periodistas no solo vean, sino que experimenten, el mismo recorrido que hacen los niños a diario.Amplificando orgánicamente el mensaje en los medios, instalando el rol de la Fundación y consiguiendo en solo 2 meses USD$180K, que no habían logrado recaudar en 4 años.

Brand: Fundación Casa Ronald McDonald
Client: Fundación Casa Ronald McDonald Ecuador
Agency: Paradais DDB
Language: Spanish

2023 GOLD

5G Live Activation

Despite Singtel being the first telco in the world to achieve nationwide 5G coverage, Singaporeans failed to appreciate the impact of it in their everyday lives, leading to lagging adoption figures. 5G is seen as futuristic and 4G is deemed as “good enough”. Well, it’s good enough almost everywhere in Singapore except - in the underground MRT. By staging a 5G-powered live-stream concert at this place of peak frustration for almost every commuting Singaporean, Singtel saw an immediate 13.6% subscription growth rate, which far exceeded our target of 9%

Brand: 5G Live Activation
Client: Singtel
Agency: Leo Burnett Singapore
Language: English

2023 SILVER

The Last Performance

New Zealand is one of the most under-insured countries in the world for life insurance. To tackle this, we partnered up with NZ’s most popular ‘murder mystery’ TV show – The Brokenwood Mysteries. In an partnership that pushed the boundaries of what was possible with a media integration, we brought the murdered characters back from the dead for one last performance that challenged Kiwis to rethink preconceptions around life insurance. This inventive use of television, captured the attention of NZ and got the nation more interested in life insurance.

Brand: Partners Life
Client: Partners Life
Agency: Special Auckland
Language:

FINALISTS

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