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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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

How Garage revived a non-trendy category and became its leader

This case about how Garage in 3 years revived the non-trendy category of beermixes, strengthened its leadership position and made it interesting for the young audience.


Brand: S&R Garage
Client: Carlsberg Ukraine
Agency: THINKMcCANN

#FairBnB

The beginning of the summer outflow of customers from the pub coincided with the Champions League Final in Kyiv. In anticipation of the match the greedy Kyiv hotels increased the rent prices up to $3000 a night. Without having a big budget for advertising, the pub didn't just try to survive in the summer period, but also tried to resist the greedy hotels. Beer Point decided to work all night long to host the foreign fans. We created an invent on Facebook - #FairBnB - Fair Beer and Breakfast. Everyone could drink beer in the pub all night long and celebrate the victory of the beloved team. In the morning free toothbrushes, breakfast and on board!


Brand: Beer Point
Client: Beer Point
Agency: Kinograf

2019_me_2019_e-3723-522_hero_1 Gerber Every Baby is a Gerber Baby: Sparking a Global Dialogue on Inclusion
2019_me_2019_e-4245-314_hero_1 Toyota Start Your Impossible
2019_me_2019_e-4063-289_hero_1 Heinz Launch Heinz Mayonnaise By Igniting Mayochup Mayhem
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