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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2021 GOLD

Michelob ULTRA Courtside: Game-Changing Innovation Changes the Game

When COVID-19 sent the 2020 season into a tailspin, Michelob ULTRA partnered with Microsoft and the NBA to reinvent live sports forever. While other leagues scrambled to install cardboard fan cutouts, Michelob ULTRA Courtside, powered by Microsoft’s AI-driven Together Mode, digitally immersed fans in the NBA Bubble… from home. Michelob ULTRA’s sales grew 32%, due to on-bottle, scan-to-win ticket promotions and soaring cultural relevance. 81.5 million hours of NBA coverage across 124 games and 13 billion impressions expanded brand reach 31% and made Courtside the #1 sports industry topic.

Brand: Michelob ULTRA
Client: Anheuser-Busch InBev
Agency: FCB New York
Language: English

2020 GOLD

Stop Traffick

Atlanta is the worst place in the US for child sex trafficking, an issue set to worsen in the run up to hosting the Super Bowl. However, child sex trafficking had fallen off people's radars and had lost its stopping power. Through the symbolism of 72 buses, representing the number of children trafficked in Georgia each year, we reframed a space associated with safety, into a symbol no one could ignore. Stop Traffick galvanized Atlantans and policy makers around this horrific issue, leading to 169 arrests before Super Bowl LIII.

Brand: Street Grace
Client: Street Grace
Agency: BBDO Atlanta
Language: English

2020 BRONZE

Keeping Fortnite Fresh

When popular video game Fortnite announced a new game mode called Food Fight, Wendy’s found a way in: we destroyed in-game burger freezers alongside gamers for more than nine hours. We not only successfully entered the world of Fortnite, we changed it, as game developers removed burger freezers from Fortnite.

Brand: Wendy's
Client: Wendy's
Agency: VMLY&R
Language: English