Media Idea

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

2018 BRONZE

Let's Move On

This is a story about a brand doing the unimaginable; positioning itself as unimportant in the lives of its consumers. By breaking marketing and category conventions, our campaign shot the brand from third place to outright leader in less than two years.

Brand: U by Kotex
Client: Kimberly Clark Australia
Agency: Ogilvy Australia
Language: English

2018 BRONZE

Hello in Elephant: Translating an endangered language to help save an endangered species.

The war on the ivory trade has been both public and successful, yet elephant populations continue to be decimated. Poaching’s well-publicised decline made people feel the threat to elephants was over. To reignite passion for this fading cause, we inspired people to feel for elephants in a radical way. Hello in Elephant is a world-first human-elephant translator – part utility, part sharing generator, part donation mechanism. With zero paid media budget, the campaign went global garnering 400m opportunities to see. Importantly it created renewed energy to save elephants – DSWT’s donations rose 34% and it delivered a projected profit ROMI of 19.1:1.

Brand: David Sheldrick Wildlife Trust
Client: David Sheldrick Wildlife Trust
Agency: whiteGREY
Language: English

2018 BRONZE

Coolest Suit on the planet

Looking good is a struggle when you live in one of the hottest countries in the world, with many men sacrificing style to stay comfortable. MJ Bale had developed a range of ‘Cool Wool’ suits that keep you cool even in the harsh summer heat. Our job was to convince Aussie men about the benefits of these new wool suits when 82% of them think that wool is a winter fabric. ‘The Coolest Suit on the Planet’ campaign delivered a 78% increase in suit sales, 54% increase in foot traffic and generated xxxx incremental gross profit for the brand, delivering an ROI of 1:4.4 or +344%.

Brand: M.J. Bale
Client: M.J. Bale
Agency: TBWA
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