Brand Integration & Entertainment Partnerships

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

2023 GOLD

The Lay's Heist

CHALLENGE: Drive incremental growth by tapping into a new occasion association- own evening screentime consumption through Netflix partnership & big idea. INSIGHT: Consumers seek a more exciting and elevated snacking experience that matches their PM screentime / Netflix experience. IDEA: Every Master Plan needs Lays. Inspired by Netflix Money Heist: Korea - Joint Economic Area partnership- we created our own Lay’s Heist for Saudi Arabia. Disruptively we hijacked Lay's social, OOH/billboards & supermarkets across KSA to draw attention followed by a masterplan reveal of three new flavors.

Brand: Lay's
Client: PepsiCo AMESA
Agency: Science & Sunshine
Language: English

2023 GOLD

Adobe x Billie Eilish: Create What’s True to You

After consecutive quarters of subscriber losses, Adobe needed to attract new subscribers. Research revealed the unique benefits that Adobe can own by celebrating the process of creativity as a form of personal exploration. In partnering with Billie Eilish, Adobe celebrated the process of creativity in a way that increased new subscribers by 23%. With a rollout plan that drafted off Billie’s new album release, we achieved our business goals in a way that netted a record high in ROI of 3.3:1.

Brand: Adobe
Client: Adobe
Agency: Pereira O'Dell
Language: English

2023 GOLD

Sound of Saudi

For decades, Saudi's music scene remained stifled, with emerging talents stuck between educational gaps and infrastructure limitations, resulting in uncharted potential and unfulfilled dreams. A multitude of undiscovered talents lay hidden behind the scenes. While popular televised talent shows fell short of meeting the music scene's demand for talent volume, The Saudi Music Commission and Anghami embarked on a mission to unearth and empower these hidden gems. "Sound of Saudi," an initiative that harnessed TikTok's reach and accessibility, transforming the platform into a full blown talent search & music competition.

Brand: Sound of Saudi
Client: Music Commission
Agency: XELEMENT agency
Language: English

FINALISTS

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

PopCorners PopCorners - Break Into Something Good

stc play Revolutionising The Gaming Experience For Students