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2023 GLOBAL GRAND CONTENDER

Fancy Like Applebee's

Applebee’s needed to motivate people to visit it again. So we served the heaping dose of optimism America was craving, in America's happy place: TikTok. We worked with singer Walker Hayes to hijack a TikTok song and dance about Applebee’s and reward participants by showcasing them in ads, creating a 360° UGC campaign and a meal to match. The result? Injecting optimism into culture, making “Fancy Like Applebee’s” the feel-good catchphrase of summer 2021. Sales showed it: Applebee’s outpaced the category by 9.3% and had its best year ever.

Brand: Applebee's
Client: Applebee's
Agency: Grey New York
Language: English

2023 GLOBAL GRAND

Lu from Magalu: the biggest virtual influencer in the world

Lu from Magalu is not just a pretty 3D face, but the biggest virtual influencer in the world. She became a pop culture and fashion icon in Brazil, growing Magalu's presence on social media to unexplored heights. Through a more interactive approach and taking part in a video-first reality, Lu reached the top. With impressive engagement numbers, she increased revenue through paid-for posts, boosted e-commerce sales and improved her brand recall. Lu took social media by storm, and grew to become one of Magalu's most valuable assets.

Brand: Magalu
Client: Magazine Luiza
Agency: Ogilvy Brasil
Language: English

2022 GOLD

James Jefferson: How a fraudster, created by a bank, reduced fraud

While the COVID-19 was abating in the UAE and in the Middle East, another pandemic was on the rise. Online phishing attacks increased by a whopping 250%. Emirates NBD wanted to help educate people against fraud. So Emirates NBD launched James Jefferson -

Brand: Emirates NBD
Client: Emirates NBD
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English