Brand Integration & Entertainment Partnerships

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

2023 BRONZE

From n00b to Thief: How Lexus Got Invited to the Esports Party

By getting out of the way and enabling customization, Lexus found its ideal Player 2 in 100 Thieves, the second-most valuable Esports company in the US. Through content integration, experiential executions and a custom wrap celebrating the Thieves’ world championship in League of Legends, Lexus earned their place at the Esports party. The brand’s Consideration and Familiarity increased significantly with Millennials and Gen Z, and Lexus was the #1 brand in equity growth among Gen Z in AdAge’s Gen Z Tracker.

Brand: Lexus
Client: Lexus
Agency: Team One
Language: English

2022 GOLD

McDonald’s Famous Orders

In 2020, McDonald’s found itself facing a critical issue - the new generation of multicultural youth had counted them out. Based on the insight: “We all have a go-to McDonald’s order”, Famous Orders turned going to McDonald’s into a cultural event. We asked our most famous fans for their order (Travis Scott, J. Balvin, BTS, and Saweetie), and made it possible for their fans to order them. The results? A cultural property that youth flocked to and that brought in hundreds of millions of incremental sales.

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

2021 SILVER

Mars Shot

To promote the UAE’s nation brand during the Arab world’s first Mission to Mars, during the COVID-19 pandemic, the UAE Government Media Office, partnered with a global entertainment brand HartBeat Productions and founder, the famous celebrity influencer, Kevin Hart. And leveraged Kevin’s Hart popularity coupled with the power of social media during global lockdowns, inviting the world to share their impossible dreams with the UAE to make them possible. It became the most participated with crowdsourcing campaign in MENA’s history. And it promoted the UAE’s spirit of “impossible is possible”.

Brand: UAE Government Media Office
Client: UAE Government Media Office
Agency: FP7 McCann Dubai
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