Media Idea

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

2023 BRONZE

WhatsApp: el gesto de la privacidad.

Con la actualización de los Términos de Privacidad de WhatsApp, brasileños empezaron a poner en duda su privacidad. Para defender su credibilidad y liderazgo, teníamos un argumento poderoso, pero complejo: el cifrado de extremo a extremo. Más que hablar de este atributo técnico, necesitábamos dejar claro su beneficio. Entramos de forma inédita en la cultura, “patrocinando” un gesto popular del fútbol. Una comunicación que blindó el liderazgo de WhatsApp, aumentando su frecuencia de uso y preferencia. Reforzamos la credibilidad de la privacidad ofrecida, generando confianza sobre la funcionalidad del cifrado.

Brand: WhatsApp
Client: Meta
Agency: AlmapBBDO
Language: Spanish

2023 GLOBAL GRAND CONTENDER

Time to Read

To grow book sales in a declining category, we got Kinokuniya to instead encourage more people to read books. We brought shocking data to life about how many books people could read with the time they instead spent on social media, through startling data-driven visual installations and through social media, driving book purchases. As people’s stories and posts on social media shared the idea, Kinokuniya’s installations went viral, encouraging social platforms to follow, and getting more people to buy and to read more books.

Brand: Kinokuniya
Client: Kinokuniya Book Store
Agency: Publicis Groupe - Saatchi & Saatchi Middle East
Language: English

2022 GOLD

Tender words: using empathy to fuel media strategy

The chocolate tablet market boomed during the Covid lockdowns as consumers searched for comfort in chocolate. But what happens when the effects begin to cool off and the market takes a sharp downturn? Milka defied the market, turbo-charged its growth and reversed a decline in market share through an innovative media strategy with empathy at its heart. By reasserting its empathetic positioning as the most tender chocolate, Milka reconnected with its Millennial growth audiences, allowing them to experience the power empathy in small everyday tender acts.

Brand: Milka
Client: Mondelez Europe GmbH
Agency: Ogilvy Berlin
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