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. 

2022 BRONZE

SK-II Olympics

#CHANGEDESTINY is at the heart of the SK-II brand philosophy that celebrates how destiny is not a matter of chance, but a matter of choice. As an official sponsor of the Olympics, we brought to life the different aspects of toxic social pressures that women athletes face on and off the playing field, through the power of film and storytelling. Women around APAC connected to SK-II’s storytelling, identifying with the trials these Olympic medalists undergo. Resulting in 1.4 Billion views, 99% positive sentiment and an impressive 11% increase in sales!

Brand: SK-II
Client: Procter & Gamble
Agency: MediaCom Singapore
Language: English

2021 GOLD

Despair No More

The taboo around menopause was making it challenging for TENA to lead conversations around the need for adult incontinence products. Our enemy was the term ‘Age of Despair’ which existed in the Arab language in the absence of the word ‘menopause’. Through inciting a movement driven by women in the region, we removed the negative term in the Arab dictionary and replaced it with the empowering ‘Age of Renewal’, getting UN endorsement in the process. And by standing for something, we managed to become the number one brand in category.

Brand: TENA
Client: TENA - Essity
Agency: Impact BBDO
Language: English

2021 GOLD

The Bread Exam

In Lebanon, only 1 in 10 women have ever performed a breast self-exam. With The Lebanese Breast Cancer Foundation, we helped women take their health into their own hands. Because traditions prevent women from talking about their bodies, we created a bread recipe video demonstrating the steps of a breast self-exam by pressing dough with a culturally sensitive call-to-action #Khabazte (Have you baked bread?). With The Bread Exam, we found a way into women’s kitchens and their lives, effectively transforming a regular kitchen experience into a life-saving reminder.

Brand: Lebanese Breast Cancer Foundation
Client: Lebanese Breast Cancer Foundation (LBCF)
Agency: FP7 McCann Dubai
Language: English

FINALISTS

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