Media Idea

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

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YOTA ad in the entry for Effie

How can a small mobile carrier increase subscriber base if the entire audience has been already divided between four giant competitors with vastly superior media resources? YOTA decided to make a bold move - to redefine traditional approach to advertising instead of trying to dress up their product. In absurdly straightforward deadpan campaign, the brand hasn’t said anything to the consumer except the only important thing: what they see is a YOTA ad. The effect was overwhelming: highest sales record of the last 1.5 years, highest-ever rate of spontaneous brand awareness, discussion on the internet, and unprecedented amount of UGC.


Brand: YOTA
Client: Skartel LLC
Agency: Friends Moscow

The Walking Dead. Episode 17.

What should you do when the main role actor announces leaving the show just before the new season premiere? - to launch zombie apocalypses: 17th interactive voice episode of The Walking Dead, those users could pass through with by voice only, chatting with Yandex Alisa. The episode was listened more that 1M times, 7M became aware of the episone and the new season and as a result number of FOX channel subscribtions (the channel reach) increased 15%, that is 3 times higher than benchmark for this kind of campaigns


Brand: FOX TV channel
Client: Fox Network Group Russia. FOX TV channel
Agency: Mindshare

#SuperSickMonday

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

2019_ru_2019_2441_hero_1 Street Stars Digital show Street Stars with street musicians
2019_rs_2019_e-206-724_hero_1 Munchmallow Munchmallow - Priča za sebe
2019_me_2019_e-3723-522_hero_1 Gerber Every Baby is a Gerber Baby: Sparking a Global Dialogue on Inclusion
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