Brand Experience: Live
This category showcases how a brand experience beyond traditional advertising can be created. Work that brings a brand or product to life and interacts with a specific target through live experiences should be entered.
Anti-compote from anti-granny
People do not like advertising, they like to watch the stories of other people, their idols. And new idols are no longer rock stars and movie actors, it's bloggers. And we decided to become part of their stories. Without using traditional media, the E-katalog has been integrated into more than 2,500 blogger stories. And thus E-katalog has been able to show that new channels of communication are more effective than others. As result we showed the highest growth in the category of + 462%
Brand: S&R Garage
Client: Carlsberg Ukraine
Budweiser Goal-Synced Arena
Budweiser had to build relevance among hockey-loving beer-drinkers in a cut-throat, declining market and break through massive hockey sponsorship clutter, led by their #1 competitor. Our response? Don’t think like a sponsor, think like a fan! Through a powerful, live activation, we literally put goal-scoring into the hands of fans, helping them celebrate their teams. We created the ultimate fan experience by building Canada’s first goal-synced arena: a broadcast integration centred on activating thousands of goal-triggered Budweiser Red-Light glasses. This highly-effective approach drove impact and deepened their connection to Budweiser.
Client: Labatt Breweries of Canada
Agency: Universal McCann