Media Innovation - Existing Channels
This award showcases those who have the insight and creativity to change the way a particular media channel is consumed.
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PROGRAM
2017 BRONZE
Releasing A Love Story that Sells Itself
After returning Extra to growth on the strength of one heartwarming ad, "Origami", there was still doubt about whether an emotional approach was viable for gum. Was it a one-hit-wonder, or the beginning of something more? It was a critical question for Wrigley, as Extra was its largest growth brand. We responded by creating a short film that quickly became one of 2016's most celebrated love stories.With this film at the heart of our communications, we more than quadrupled Extras growth rate, even as the category declined.
Brand:
Extra Gum
Client:
Mars/Wrigley
Agency:
Energy BBDO
Language:
English
2016 GOLD
#ShareHumanity
How do you get a young audience focused on the Kardashians to embrace their humanity as global citizens and to care about crises half a world away? To tackle this, we built the worlds first tool enabling people to donate their social newsfeeds for a day, posting reports from the field. We partnered with influential social celebrities to launch #ShareHumanity and encourage their followings to give a voice to the voiceless. Through a network effect, we shared thousands of crisis posts, getting the word out about World Humanitarian Day, driving Millennial support and press coverage for the cause.
Brand:
United Nations OCHA
Client:
United Nations OCHA
Agency:
Ogilvy & Mather
Language:
English
2016 SILVER
Giving emotional value to a media space
MicroLoan was given 200 free poster sites on the London Underground. Our aim was to raise as much money as possible, and so we created a completely new way to donate. We raised 20,000 and helped almost 300 African businesswomen.
Brand:
MicroLoan Foundation
Client:
MicroLoan Foundation
Agency:
MullenLowe London
Language:
English
FINALISTS
Frosted Flakes
Tony the Tiger on Twitch: The First Mascot Turned Streamer
Hyundai
Hyundai Questions Everything (Right Down to Its Media Buy)
Tide
Tide #LaundryNight
