Media Idea

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

2020 GOLD

Der Zak Kontext-Banner

Zak, das Mobile Banking der Bank Cler, reagierte im Oktober 2018 auf die Ankündigung neuer Gebühren durch die Konkurrentin Postfinance. Mit einem Banner direkt neben zahlreichen Online-Artikeln zum Thema warb Zak für den Wechsel zur weiterhin gebührenfreien Alternative und sprach damit enttäuschte Postfinance-Kunden genau im richtigen Moment und am richtigen Ort an. Die punktuelle Massnahme war ein riesiger Erfolg und gemessen an der Wirkung des eingesetzten Budgets 31mal effizienter (in Bezug auf gewonnene Neukunden) als die ohnehin schon effiziente Kampagne, die zeitgleich lief.

Brand: Bank Cler Zak
Client: Bank Cler AG
Agency: Heimat Zürich GmbH
Language: German

2020 SILVER

Twitter Bait

It’s possible to hack “nothing” into substantial attention. In a historically slow quarter, Burger King needed the launch of a new dessert product to be successful, but with little resources to offer in support of that launch—a $0 budget. We saw an opportunity to flip social media conventions on their head, hijacking a cultural moment to get people talking about our product. The target? Influencers, the highest reach potential. We caught the original social media influencer himself, Casey Neistat, who shared our product out to millions of viewers. For free.

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

2020 SILVER

Immigrant Songs - Taking Legal Advice Where No Immigration Lawyer Has Gone Before

Racial profiling. Unlawful arrests and incarcerations. Children separated from their families. Every day, legal immigrants living in isolated communities along the U.S. Southern border suffer civil rights violations that infringe the law. One of the best ways to help is to empower them with knowledge about their rights.  The only way to reach them is through the only media consumed by 90% of immigrants living in isolated communities – radio.  We brought together lawyers and musicians to translate complex immigration laws into Corridos - a popular musical genre.

Brand: Southern Poverty Law Center
Client: Southern Poverty Law Center
Agency: Grey
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