Corporate Reputation

This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.  

2019 SILVER

Intel Preserves A Legacy

As a leading technology brand, Intel has made outstanding contributions in the fields of education, environment and culture. But the public's understanding of Intel is more of a chip maker. Intel hopes to change this impression. The Great Wall is one of the most important cultural heritages in the world. Its repair work has great historical and cultural and social welfare values. Working with China Cultural Relics Protection Foundation, Intel has combined drone technology with artificial intelligence to create a new and efficient solution for the repair of the Great Wall. While this initiative is innovative, it is of great significance to the use of artificial intelligence and social responsibility. It is a classic case in which modern science and technology actually solve problems for human civilization. Intel has gradually transformed from a chip company in the PC era to a data-driven artificial intelligence company.

Brand: Intel
Client: Intel China
Agency: Innokids Communications Limited
Language: Mandarin

2019 SILVER

Hacer

While revitalizing its HACER scholarship program, McDonald’s discovered a deep-seeded cultural barrier keeping Hispanic GenZers from applying to scholarships: the need for support beyond money. It’s not that Hispanic students don’t need it but, being the first in their family to apply for college, they also need guidance on the complex process. McDonald’s re-imagined HACER into a resource center guiding applicants on their journey.  After the change, HACER achieved application levels never seen in the program’s 30-year history, and a bump in McDonald’s reputation as a supporter of Hispanic education. 

Brand: McDonald's
Client: McDonald's
Agency: Alma DDB
Language: English

2019 BRONZE

#RADIMuMEKU

With McDonald’s steady growth in sales and guest counts in 2017, there was a need to attract 20% more potential staff. Faced with preconceptions about the difficulty of work in McDonald’s, the challenge was to create a campaign that would both appeal to potential employees and improve the overall perception of McDonald’s as an employer. By celebrating real-life stories of McDonald’s employees through a full media campaign, supported by a continuous digital platform, we managed to significantly increase the number of job applicants, as well as improve the brand perception.

Brand: Employee
Client: McDonald's
Agency: LUNA TBWA Beograd
Language: English, Serbian

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