Media Idea

The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.



Dundee: The Son of a Legend Returns Home

After years of tactical performance campaigns, Australia’s market share in the U.S. remained stagnant – even though outbound tourism was on the rise. So in 2018 Tourism Australia pivoted their approach, hijacking the Super Bowl with a powerful lead-generation campaign masquerading as the next big Hollywood blockbuster reboot. With a carefully constructed media roll-out to authentically sell the rouse, they helped cut-through the travel marketing ‘sea of sameness’ and build an enormous qualified audience pool – eventually powering a lead generation rate 4x greater than the country’s ever seen.

Brand: Tourism Australia
Client: Tourism Australia
Agency: UM Australia


Each cold/flu season Mucinex fights to regain attention. But with top-of-mind awareness stalled and national consideration shifting to something totally unrelated to sickness—The Big Game—we needed to shake things up. To refocus people on real sickness, we leveraged an insight about faking sick the day after the game. Super Sick Monday was the result. It inserted Mucinex into the national big game conversation, helped us own the Monday after and sparked a phenomenon. Within a week we generated 1+ billion impressions and nearly doubled our TOM awareness.

Brand: Mucinex
Client: Reckitt Benckiser
Agency: McCann New York

Turning Their Tweets Against Them

Wendy’s was known for Spicy Nuggets and for Twitter “savagery” at the onset of 2017. When Spicy Nuggets were inexplicably taken off their menu later that year, customers took to Twitter to complain. Burger King needed to launch their own Spicy Nuggets online while simultaneously stealing Share of Voice from Wendy’s, but had less than 1% of the overall product marketing budget to do so. What would disrupt the feeds of fickle Millennials averse to marketing messaging? Turns out a smart, low-cost paid media tactic can do the heavy lifting.

Brand: Burger King
Client: Burger King
Agency: MullenLowe U.S.

2019_me_2019_e-3723-522_hero_1 Gerber Every Baby is a Gerber Baby: Sparking a Global Dialogue on Inclusion
2019_me_2019_e-4245-314_hero_1 Toyota Start Your Impossible
2019_rs_2019_e-249-488_hero_1 intarifa postpaid intarifa postpaid - čet intervjui

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