Media Idea

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

2022 GLOBAL GRAND CONTENDER

Convincing the corporate world to give up their home address for kids without one.

In a year when generosity was crippled by two all-consuming disasters, Whitelion was left in a fight for their survival. In turn, sealing the fate of at-risk youth reliant on Whitelion. So, how did we gain visibility over the Goliaths? By convincing corporates to lend us their homepages. A platform they saw as an insignificant revenue raising device, but one with endless potential for our cause. For 24hrs, their homepages were our ad AND donation portal; giving Whitelion the visibility to outperform the category with a mind-blowing ROI of 4,432%.

Brand: Whitelion Australia
Client: Whitelion
Agency: Ogilvy Sydney
Language: English

2022 GLOBAL GRAND CONTENDER

Liquid Billboard

To introduce its first inclusive swimwear line, adidas changed the conversation about inclusivity in water across 50 countries by turning media from a place of stereotypes into an inclusivity icon. With the first-ever swimmable billboard adidas invited women to become the heroes of the new collection, breaking the category conventions and turning water from a symbol of restrictions into a symbol of liberation. This resulted in a 70% sell-through within 4 weeks, total reach of 300+ million with $1.5million earned media and more women in MENA feeling comfortable in water.

Brand: Adidas
Client: Adidas Emerging Markets LLC
Agency: Havas Middle East
Language: English

2022 GLOBAL GRAND CONTENDER

We Stand for Newsstands

Information consumption has changed in the past decade. Bad news for newsstands. Santander is the bank for microentrepreneurs and believes in their power to change communities. Therefore, we subverted the logic of HIGH INVESTMENT IN MEDIA and LOW CREDIT GRANT, to increase newsstand income, in exchange for OOH advertising and bank posts services.The newsstands became the news and the story of the owners became a documentary.Good news for everyone by supporting jobs, culture and 309 new Santander posts -- for those who still prefer a good newspaper in print.

Brand: Santander
Client: SANTANDER BRASIL
Agency: Suno United Creators
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