Media Idea

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

2018 SILVER

MengNiu ----Nest compass Mini program

During the 2018 Spring Festival，Mengniu Pure Milk developed a virtual compass, named "Nest Compass". Neither pointing north nor south, it always pointed home. Using the Compass, consumers could see the distance away from home, and could also exchange the “distance” to corresponding purchase discount. This campaign successfully solved the major problems that Mengniu Pure Milk’s lack of the role in the festival market, and overstock product in the off-season market.

Brand: MengNiu Milk
Client: Mengniu
Agency: Hylink
Language: Mandarin

2018 SILVER

DONATE YOUR FACE

Cleft condition is just a 1cm-defect.However, it can result in prejudice, causing children to lose many opportunities from birth. Ordinary people can hardly feel the unfairness. Using face recognition technology and AI algorithm, we created an interactive page on Tencent WeChat, turning people’s faces into children’s with cleft condition. The campaign received a strong response with over 70,000 faces donated and money donated by 56,000 people. It also gave the public an intuitive perception of the unfairness those kids could face, provoking public into thinking of the disease.

Brand: Tencent Foundation／Operation Smile
Client: Tencent
Agency: Cheil China
Language: Mandarin

2018 SILVER

#MasKmMasAyuda

GNC wasnt part of the wellnes conversation in Guatemala its content wasnt relevant and the digital performance was proof of it. We created the living billboard, a traditional channel of communication that was transformed into relevant content when we invited recognized public figures to run in it for a good cause using the organic reach in favor of the brand. For almost a month we reached 30 live streams from the fan page duplicating in one month interactions of 2016.

Brand: GNC
Client: GNC
Agency: El Taier DDB Centro
Language: Spanish

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