Media Idea

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

2021 GLOBAL GRAND CONTENDER

Making any TV ad a monobank ad

During the nationwide campaign ‘The bank in the phone’, which in a simple ‘Q&A’ format told about the benefits of monobank, an unusual media solution was implemented — 5-second ‘follower’ ads. monobank ads aired immediately after ads of appliances, beverages and food — ‘following’ them. The ads said that the product that had just been advertised could be bought by instalments, or you can get cashback for it.The format has become one of the most discussed, has strengthened communication with the brand — bringing 400,000 new customers during the campaign.

Brand: monobank
Client: monobank
Agency: Initiative
Language: English

2021 GLOBAL GRAND CONTENDER

Performance. From digital to the biggest TV network.

To achieve ambitious growth goals in a short time, iFood needed to find new alternatives to bring users to its app, going beyond digital performance media. Since no medium had a shelf product ready for that, we created a new product: in an unprecedented negotiation, iFood created a Performance Cell within Globo TV network, tuning Open TV into Performance Media. The result? iFood generated more than twice as many orders as in the previous year, exceeding our objective by 20MM orders, and reached 26.6MM monthly orders.

Brand: iFood
Client: iFood
Agency: SUNO United Creators
Language: English

2021 GLOBAL GRAND CONTENDER

Christmas Special - Together, the magic happens

Our challenge was huge: reconnect in a meaningful way with Brazilians and re-own Christmas.Together with TV Globo, we searched for a story that genuinely represented Brazilian reality. We discovered in Cleissa’s argument, a young Afro-Brazilian screenwriter, a story aligned with our purpose: to unite and connect the differences. It addressed an essential issue: the lack of representation during Christmas. No one is better than the creator of Santa Claus to reframe this icon. The result: we created an exciting Christmas branded content, a genuine story of representativeness and hope.

Brand: Coca-Cola
Client: Coca-Cola (Brazil)
Agency: WMcCann
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