Brand Experience: Virtual/360
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 virtual/360 experiences should be entered.
White Hats Wanted
Cyber-attacks are wreaking havoc in the United States. As the largest military branch, the Army is responsible for defending Americans from all kinds of threats including cyber attacks. But to do so, they need to attract the few recruits with elite hacking skills. “White Hats Wanted” used a conventional TV ad as a magnet via a coded message that only a skilled hacker would spot. The campaign drew over 1 million hackers into an online vetting process that led to only qualified prospects contacting Army Cyber Command.
Brand: U.S. Army
Client: U.S. Army
Agency: McCann New York
The Mud Soldier
Visit Flanders launched The Mud Soldier to attract tourists back to Flanders Fields. A statue placed in London, gradually disappeared under the rain, marking the centenary of the battle of Passchendaele. The campaign reached 67 million people with € 1.1m estimated PR value. #Passchendaele100 trended worldwide. Driving exceptional 15% growth in international visitor numbers, and a 10% lift in site ticket revenue, for Flanders Fields in 2017 in a context of negativity and fear surrounding Belgium. Social media engagement doubled KPI’s including 3.9m video views with a View-Through-Rate of 38%.
Brand: Flanders Fields
Client: Visitt Flanders
Agency: Ogilvy & Social.Lab Belgium
Christmas campaigns are tough, simply because it’s traditional and predictable. Heineken wanted to subvert the cliché of Christmas gifting and turn on a surprise – for all. “All I want for Christmas is Heineken” is a clever campaign that subverts a seasonal phenomenon – cringeworthy holiday-gifting - to create surprise and customer affinity, thus driving sales and engaging more consumers than any conventional beer campaign.
Client: Heineken - Asia Pacific Breweries Singapore
Agency: DDB Group Singapore