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. 

2021 SILVER

A journey across Tunisia

Due to COVID-19 lockdowns, Diari, a famous homegrown couscous brand, lost market share and leadership. As lockdowns were lifted, Diari decided to uplift Tunisians through a branded content documentary series. Collaborating with an upcoming photographer and influencer, Diari documented his journey visiting homes across Tunisia, capturing the diverse ways that Tunisians prepare couscous with. These recipes were collected into the first-ever crowdsourced and branded couscous recipe book. Diari became market leader again, gaining +14% market share from its nearest competitor; from being 11% behind the competitor just 4 months earlier.

Brand: Diari
Client: Diari
Agency: FP7 McCann Tunis
Language: English

2021 BRONZE

100 pronunciations, 1 solution

Head & Shoulders, despite being in Vietnam for decades, has one of the lowest brand awareness driven by the brand name being too complex for local consumers to pronounce. We identified an insight that takes the tension away and gives it a positive spin by celebrating the funny mispronunciations to make Head & Shoulders more memorable and drive our brand benefit in a way that Vietnamese consumers would love! This campaign has delivered record-breaking results: Highest-ever unaided brand awareness at 37.7% growing 174% v YA, and highest-ever value share at 10.1% among others.

Brand: Head and Shoulders
Client: Procter & Gamble
Agency: MediaCom
Language: English

2020 GOLD

The Hairy Tale

“THE HAIRY TALE” – A STORY OF CELEBRATING THE DIFFERENCE. Pantene Leveraged the power of cultural conversations to help the next generations of Japanese parents and children brave to be different. Harnessing the power of a simple insight, and an unprecedented influencer strategy in the brand’s history, the brand created not only national but also global conversations around the importance and beauty of being different. The work was featured 208 Japanese and 569 international media, earning 4.5 billion media impressions.

Brand: Pantene
Client: Procter & Gamble
Agency: Grey Tokyo
Language: English

FINALISTS

McDonald's Deals so distracting they were unskippable

Poker Influencers' Friends

Poker Extintos, la serie para salvar la amistad