Media Idea

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

2021 BRONZE

Tide #LaundryNight

In 2019, Tide was the most talked about brand of the NFL. By tapping into the universe of NFL and NBC fanbases, Tide sparked a national debate that got people thinking and talking about laundry more than ever before. All while telling them not to think about laundry. As a result, Tide elevated itself beyond the functional realm of stains and odors to own the entire conversation around doing laundry. Oh, and people bought a whole lot of Tide, too.

Brand: Tide
Client: Procter & Gamble
Agency: Saatchi & Saatchi New York
Language: English

2021 GLOBAL GRAND CONTENDER

Stop Traffick

Atlanta is the worst place in the US for child sex trafficking, an issue set to worsen in the run up to hosting the Super Bowl. However, child sex trafficking had fallen off people's radars and had lost its stopping power. Through the symbolism of 72 buses, representing the number of children trafficked in Georgia each year, we reframed a space associated with safety, into a symbol no one could ignore. Stop Traffick galvanized Atlantans and policy makers around this horrific issue, leading to 169 arrests before Super Bowl LIII.

Brand: Street Grace
Client: Street Grace
Agency: BBDO Atlanta
Language: English

2021 GLOBAL GRAND CONTENDER

Museum for Rent

This is the story of how using only a FOR RENT sign, MAMBO managed to raise around USD 250,000 in less than a month to avoid its closure, for its installations’ maintenance, and to ensure its sustenance.

Brand: MAMBO
Client: Museo de Arte Moderno de Bogotá - MAMBO
Agency: DDB Colombia
Language: English

FINALISTS

RITZ Puttin’ on the RITZ

U.S. Bank Found in Translation: The untold story of children who give a voice to generations.

Pulsar N160 The (Un)Censored Ad