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 BRONZE

Men's Choice Matter

Facing the cultural challenge of HPV being perceived predominantly as a female concern, MSD sought to boost HPV relevancy among men. Recognizing HPV as a gender-neutral virus inspired us to associate it not just with cervical cancer, but also with head and neck cancers prevalent in men, thereby broadening its perceived relevance. We crafted a web of linked content on social platform centered around an interactive drama-game to emphasize the message that HPV may seem inevitable but is avoidable through informed decisions. This immersive experience effectively shifted men's HPV perceptions.

Brand: hpv.com.hk
Client: Merck Sharp & Dohme (Asia) Limited
Agency: Narrow Door Limited
Language: English

2023 BRONZE

Breathcalypse: When Bad Breath Unleashes an Apocalypse

52% of young people don't use mouthwash and the technical language of the category doesn't help. Listerine needed to change the game. For young folks, bad breath is reeeally dramatic. Games were the opportunity to speak the same language. We created BREATHCALYPSE, an experience where bad breath caused an apocalypse. The solution? Find Listerine. More than just advertising, it was an experience in the largest virtual city in Brazil with the presence of celebrities and streamers. In one month, 54 million views, +340% online sales, and 4.8x ROI.

Brand: Listerine
Client: JOHNSON & JOHNSON
Agency: Wunderman Thompson
Language: English

2023 BRONZE

El caso más arrecho del festival

 Los ecuatorianos demostraron que son arrechos: 129.188 ecuatorianos activaron su cuenta en PeiGO, (258% más de lo esperado), un uso de la aplicación del 40% cuando solo se esperaba el 10% y un conocimiento de marca que superó en 17 puntos el brand awareness esperado (6%). Un buen empujón hizo que los ecuatorianos se dieran cuenta que lo bacán de la vida sucede cuando nos atrevemos.

Brand: Peigo
Client: Peigo
Agency: Proximity BBDO
Language: Spanish

FINALISTS

McDonald's Deals so distracting they were unskippable

Poker Influencers' Friends

Poker Extintos, la serie para salvar la amistad