Media Idea

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

2022 BRONZE

Annoying The Itch Out Of Aussies

Despite Head & Shoulders being Australia’s leading anti-dandruff shampoo, young Aussie Dandruff Sufferers were rarely using it. We aimed to dramatically increase Head & Shoulders sales and share in overall Australia’s haircare category by making it an integral part of Aussies’ day-to-day lives. To achieve that, we pivoted from the final dandruff symptom of flakes to the early symptom of annoying scalp itch. Our efforts led to massive increase in brand’s sales, sales value & volume share in haircare category, brand awareness and purchase intent scores.

Brand: Head & Shoulders
Client: Procter & Gamble
Agency: Saatchi & Saatchi Singapore
Language: English

2022 BRONZE

When cravings hit, Tazz delivers.

Tazz’s first 360-campaign boosted brand KPIs from the 5th place to the 2nd place in Top of Mind, NPS, put the app on 1st place in Food & Drinks downloads (iOS & Android), and brought 69% more orders that the monthly average before campaign. How? By using the power of disruptive media thinking to gain brand momentum and engage potential customers. A campaign around an cinematic content with a surprising mix of influencers as actors, that disrupted category’s functional communication and positioned Tazz as the go-to app for food cravings.

Brand: Tazz
Client: HCL Online Advertising
Agency: Jam Session Agency
Language: English

2022 GLOBAL GRAND

Swipe Night

Tinder is a dating app GenZ grew up on and took for granted. We set out to re-energize Tinder, by re-energizing its iconic Swipe. Enter Swipe Night, a first-of-its-kind interactive miniseries where instead of swiping on people, you enter a first-person POV, apocalyptic adventure where you swipe to make high-stakes, highly-revealing choices to survive. The choices reveal something about you and are used to pool you with users who made similar choices. The activation was a cultural moment, recording 6.7 million total players and over 3.1 billion earned impressions.

Brand: Tinder
Client: Tinder
Agency: 72andSunny Los Angeles
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