Media Idea

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

2022 SILVER

David's Unusables

We needed to increase awareness and understanding of Motor Neurone Disease for MND NZ. The debilitating nature of MND means that overtime your muscles deteriorate to a point where you lose the ability to use everyday items. To demonstrate this, we created ‘David’s Unusables’ – a media-led idea that digitally charted the ‘real-life’ decline of David Seymour by selling items he could no longer use on NZ’s leading e-marketplace -TradeMe. The creative use of this platform captured nationwide attention and drove home the effect of the disease in the process.

Brand: Motor Neurone Disease New Zealand
Client: Motor Neurone Disease New Zealand
Agency: Special New Zealand
Language: English

2022 SILVER

Whatever

How does a fizzy drink that’s fizzling out, with no positive sentiment among drinkers in a shrinking softdrinks category, go to bat against international goliath Coca-Cola during a global pandemic? By embodying the zeitgeist of its Gen. Z drinker: “Whatever." Results? RC Cola reversed the sales decline caused by government’s sugar tax, increased sales of flagship RC Cola Mega by 67%, raised positive sentiment about the brand by 25%, and became part of pop culture during a pandemic—when Filipinos had no reason to be drinking a celebratory soda.

Brand: RC Cola
Client: ARC Refreshments Corporation
Agency: GIGIL
Language: English

2022 SILVER

Don't Ever Leave Me

In 2021, there was a 50% rise in femicides in Greece, with many of the murders called "crimes of passion" or attributed to "extreme love". Lacta, a chocolate brand that has always been telling love stories, chose to make an online film about what love is not. "Don't Ever Leave Me" became the number 1 trending video in the country, was shown at schools, and aired for free on most TV channels, beginning a much-needed discussion in Greek society, whilst calls for help by domestic violence survivors increased x8 times.

Brand: Lacta
Client: Mondelez
Agency: Ogilvy Greece
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