Brand Content & Entertainment - Products
This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The award honors branded content led ideas that are the heart of the communications program.
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2022 GOLD
‘Exposure’ on Hulu
Samsung was struggling to break through to 18-29 year olds as Apple’s Shot on iPhone campaign cornered the market on mobile photography—despite Samsung’s superior camera. When features aren’t enough you, need to make consumers stars of the show, literally in this case: Enter Exposure, the first smartphone reality competition show that lets creators’ stories shine. We partnered with Hulu to produce a series that dramatized the incredible feats of 8 creators and uncover the human stories behind the photo.
Brand:
Samsung Galaxy
Client:
Samsung Electronics America, Inc.
Agency:
BBH Entertainment (BBH USA)
Language:
English
2022 SILVER
For when it's time: Extra gum's pandemic comeback
Extra Gum needed to kickstart brand recovery after the significant impact of prolonged COVID-19 social distancing. Rather than reinvent itself, the brand leaned into the problem and its core benefit in order to own the upcoming cultural moment of a post-vaccination social reemergence. Extra out-performed category growth by 73.6%, broke earned media records by 7.6% and grew unaided brand awareness by 30%.
Brand:
Extra Gum
Client:
Mars Wrigley
Agency:
Energy BBDO
Language:
English
FINALISTS
Coca-Cola
Rewriting The Christmas Playbook
Cadillac
Cadillac – Your EV Life
New York Lottery
$1 Million Lucky Dogs
