Brand Integration & Entertainment Partnerships

This award thonors those brands that have effectively reached their audience via strategic integrations & entertainment partnerships.

2024 GOLD

School Girl Newscasters

Pakistan’s education system faces a 13% gender disparity as parents remove girls from school with only 34.2% reaching high school as there’s a widely held belief that education is useless for women. EBM imparted an impactful approach to promote women's education by featuring schoolgirls in uniforms as news anchors on national TV, demonstrating the future possibilities that education opens for girls. The "School Girls Newscasters" segment aired on the top three Pakistani news channels, garnering over 150 million impressions, leading to a 57% increase in girls' enrollment across 160+ schools.

Brand: EBM
Client: English Biscuit Manufacturers (PVT) LTD
Agency: BBDO Pakistan
Language: English

2024 GOLD

Taco Bell x LeBron James: Freeing Taco T***day

When we discovered “Taco Tuesday” was trademarked and businesses were barred from using it, we knew something had to be done. Taco Bell took a powerful action: filing a legal petition to challenge the trademark. This action and turned into a movement by bringing on board another huge fan of Taco Tuesday: Lebron James. We galvanized fans to support our cause to free Taco Tuesday. Instead of the two years we were advised it would take, we freed the trademark in three months and garnered 21B impressions along the way. 

Brand: Taco Bell
Client: Taco Bell
Agency: Deutsch LA
Language: English

2024 GOLD

The Cactus Plant Flea Market Box

McDonald’s found itself facing a critical issue, the brand had turned bland with the new generation of young adults. Based on the insight: “You’re never too old to enjoy a Happy Meal”, The Cactus Plant Flea Market Box turned going to McDonald’s into a cultural event. The adult Happy Meal brought young adults to restaurants in droves: they hunted down each figurine, expressed themselves on social, and sold-out a month’s supply in 2-weeks. It led to a country-wide mass participation moment and became the brand’s most profitable campaign to date.

Brand: McDonald's
Client: McDonalds
Agency: Wieden + Kennedy NY
Language: English

FINALISTS

Telenor Pakistan MyTelenor App

Hotels.com The rookie sponsor that won the hearts of NBA fans

PopCorners PopCorners - Break Into Something Good