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.
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2017 SILVER
Cabelo Pantene
Em 2016, a relevância de Pantene caía entre as jovens brasi-leiras. Nosso desafio tornou-se então encontrar uma conexão verdadeira que ganhasse a atenção dessas meninas e as fizesse reconhecer a superioridade de Pantene como o padrão de excelência da categoria. Em nossos estudos descobrimos que, para essas jovens, os verdadeiros ícones e inspirações moram ao lado, como influenciadores digitais, e a vida real pode ser até mais inspiradora que o mundo das divas. Então, encorajamos consumidoras a criarem e buscarem sua própria beleza e força por meio do primeiro reality show sobre cabelos no Brasil, o que gerou recordes de resultados para Pantene.
Brand:
Pantene
Client:
P&G
Agency:
Grey Brasil
Language:
Portuguese
2017 SILVER
2017 SILVER
First step into second youth
A unique campaign integrated with the TV program, which successfully brought Voltaren sales growth 3.3 x faster than the category. VOLTAREN leads a cluttered category. Held back by restrictions and communicating to passive target group, it fulfills its mission in the spirit of FIRST STEP INTO SECOND YOUTH. The brand's mission is to change the image of elderly people in the eyes of younger generation and their own. It encourages to be physically active and thus to "walk out into the daylight" and on equal terms without shame and embarrassment.
Brand:
Voltaren
Client:
GlaxoSmithKline
Agency:
MediaCom Warsaw
Language:
Polish
FINALISTS
What's Up
You. Made by You.
CLARO
HAZLO REALIDAD.
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