Media Innovation - Existing Channels

This award showcases those who have the insight and creativity to change the way a particular media channel is consumed. 

2020 BRONZE

Immigrant Songs - Taking Legal Advice Where No Immigration Lawyer Has Gone Before

Racial profiling. Unlawful arrests and incarcerations. Children separated from their families. Every day, legal immigrants living in isolated communities along the U.S. Southern border suffer civil rights violations that infringe the law. One of the best ways to help is to empower them with knowledge about their rights.  The only way to reach them is through the only media consumed by 90% of immigrants living in isolated communities – radio.  We brought together lawyers and musicians to translate complex immigration laws into Corridos - a popular musical genre.

Brand: Southern Poverty Law Center
Client: Southern Poverty Law Center
Agency: Grey
Language: English

2019 GOLD

The Blank Edition

Due to political infighting, Lebanon remained without a government for 6 months, pushing the economy to the brink of collapse. Politicians used the press to placate the public with excuses while being paid to do nothing. An-Nahar, a historically activist newspaper decided to shock the growingly apathetic nation into demanding the democratically-elected government fulfill their obligations. We printed a completely blank paper and encouraged readers to take control of the headlines. The Blank Edition became the best selling of the newspaper's history, and soon after Lebanon finally got its government.

Brand: An-Nahar
Client: An-Nahar
Agency: Impact BBDO
Language: English

2019 SILVER

Living Wine Labels

Already faced with tough competition and a declining category, Treasury Wine Estates needed to stand out in a crowded wine aisle brimming with Millennial-focused brands. And with widespread clean store policies, we couldn’t rely on point-of-sale displays or traditional retail channels to reach our audience. The reality of retail was bleak. So we hit refresh – and created Living Wine Labels, an app that uses augmented reality to disrupt the wine aisle and speak directly to shoppers, by transforming our packaging into a platform for brand storytelling.

Brand: Living Wine Labels
Client: Treasury Wine Estates
Agency: J. Walter Thompson San Francisco
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