Brand Integration & Entertainment Partnerships

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

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

2022 SILVER

"Dubai Presents"

To attract international tourists when the world opened its borders for travel, Dubai Tourism took a disruptive approach inspired by Hollywood. “Dubai Presents” showcased Dubai’s range of tourism experiences disguised as 5 entertaining celebrity-led movie

Brand: Dubai Tourism
Client: Dubai of Economy and Tourism (DET)
Agency: Publicis Groupe - Starcom Middle East
Language: English

2022 BRONZE

Don't overthink. It's free.

Amidst aggressive competitors in the “units-based tariff” segment, Orange launched Orange Freemax and needed to retain its Egyptian youth subscribers. We discovered that to save on data and calls’ usage, Egyptian youth were overthinking and overplanning,

Brand: Orange
Client: Orange Egypt
Agency: Publicis Groupe - Leo Burnett Middle East
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