Branded Content

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. 



Kuchnia Lidla on Youtube

Kuchnia Lidla was facing a challenge to enforce the brand as a leader in culinary competence and retailer offering high quality fresh food and grocery products. Using the advantages of the brand - renown and popular chefs, communication reach and available media support, in every week of the 65week long campaign we published at least 3 videos. C ombined watch time of our content reached 2705794 minutes. We have become one of the top brand channels on polish Youtube, with a great position to take over the lead in the category.

Brand: Lidl Poland
Client: Lidl Polska
Agency: GPD Agency

Kids are Tougher than the Streets

This case is about the toughest people in one of the toughest warzones.  They’re not soldiers, cops or gangsters.  They’re children.  And they make the tough choice to defiantly reject crime on their streets.  Instead, they choose hope by joining a safe-haven called Off The Street Club.  Our “Hope is Tougher” campaign raised the most money in the Club’s history – 20% more than previous years and enough to keep 3,000 kids off the streets.  And it proved that thoughtful strategy and communications can make a difference in people’s lives.

Brand: Off The Street Club
Client: Off The Street Club
Agency: Energy BBDO

Avon – Repense o Elogio

Em 2017, a Avon lançou Repense o Elogio, projeto de conteúdo com foco em igualdade de gênero. Em pesquisa nacional, a marca entendeu que 80% dos elogios para meninas são sobre sua aparência, enquanto meninos são elogiados por competências. Apesar de ser um estímulo inocente, o elogio reforça o que se espera das crianças. Com um documentário e forte ecossistema de conteúdo, a Avon instigou os pais a perceberem o impacto das palavras e a ampliar o léxico para elogiar meninas. A Avon engajou pessoas 14 vezes mais do que em campanhas, foi pauta nos principais meios de comunicação, ganhou o apoio de concorrentes, levou a discussão para o SXSW e reforçou sua marca no curto e longo prazo

Brand: Avon
Client: Avon
Agency: J. Walter Thompson

2019_us_2019_e-3533-129_hero_1 CarMax Getting Greenie
2019_us_2019_e-4058-878_hero_1 Bank of America Echoes of Vietnam
2018_sg_2018_08_hero_1 Singtel Ready Set Roam

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