Topical Marketing
This category reconizes cases that effectively leveraged immediate relevance, interest or importance via a targeted marketing/PR strategy around current events (e.g. elections, World Cup, Olympics, economics, etc.)
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2022 GLOBAL GRAND CONTENDER
One Last Goodbye
Being the leading Argentine sports channel, at TyC Sports we felt the obligation to pay him a tribute worthy of Maradona's stature. And amid countless farewells following his death, we realized that the most important one was missing: that of the ball, his great love. In only 2 weeks, "One last goodbye" had a highly positive impact, crossing borders and setting a precedent in the channel's history. With +13M organic reproductions in 78 countries, it has become the most watched commercial in TyC Sports' history.
Brand:
TyC Sports
Client:
TyC Sports
Agency:
Mercado McCann
Language:
English
2020 SILVER
Warwick - School Lunch Debt
This effort sought to inspire a national push to end “lunch shaming” at the legislative level. Chobani achieved this by acting in real time and parlaying a local news story into a national conversation and legislative action.
Brand:
Chobani
Client:
Chobani, LLC
Agency:
Chobani, LLC
Language:
English
2020 SILVER
World Pride 2019
For WorldPride 2019, Mastercard had its biggest opportunity yet to deliver real change for the LGBTQIA+ community. We shone a light on the most marginalized within that community—transgender and non-binary individuals—to identify a pain point too often brushed aside. With a product innovation (True Name) and a symbol of inclusion (Acceptance Street), we offered a simple yet powerful solution. The result was a tremendously positive response within the LGBTQIA+ community and real change driven within the financial services industry.
Brand:
Mastercard
Client:
MasterCard
Agency:
McCann New York
Language:
English
FINALISTS
Animal Político
Museo de la Mentira
Dove
El Poder de las Plantas
Netflix
QUE MIRÁ BOBOT
