Media Idea

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

2016 GOLD

Not there

Twenty years after the 1995 UN agreement to work towards the full and equal participation of women the Clinton Foundation compiled a report on the state of equality. The data showed that we're not as far as we think we are. We wanted to use the data to galvanize millennials, but discovered that gender equality was an issue that this generation had written off as mostly solved. By dramatically bringing to life the absence of women from all kinds of media, by literally removing them, we drove coverage, engagement and action.

Brand: The Clinton Foundation
Client: The Clinton Foundation
Agency: Droga5
Language: English

2016 GOLD

From Advertiser to Publisher: How Smirnoff embraced social publishing to win the flavored vodka recipe game

Flavored vodka is a hyper-competitive category that has seen 500+ product launches since 2010. Intense innovation reduced Smirnoffs brand loyalty and made it impossible to stand out with new launches. Growth necessitated communications re-focus on the core range of flavors that made up the majority of existing volume. We adopted a radical new strategy, shifting from a TV based campaign approach to an always-on social publishing model that linked commercially important vodka drink recipes to culturally relevant conversations. The Smirnoff Drinks Engine exceeded targets delivering 9.5x category value growth.

Brand: Smirnoff
Client: Diageo North America
Agency: 72andSunny
Language: English

2016 SILVER

Extreme Challenge! Season2

로봇청소기의 청소력에 대한 타겟 주부의 불신으로 시장성장이 정체된 상황
LG로보킹의 스마트한 청소능력을 증명하기 위한 극한 테스트 컨텐츠 아이디어 착안로봇청소기 청소력에 대한 불신을 확신으로 바꾸고, 로보킹의 시장 리더쉽 강화 위한 캠페인

Brand: ROBOKING
Client: LG Electronics
Agency: HS Ad
Language: Korean

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