Media Innovation - Existing Channels

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

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

2019 SILVER

KFC - Scroll Thru

KFC wanted to increase its online delivery business but instead of just creating a traditional awareness campaign, the Scroll-Thru campaign hacked Facebook's ad formats to turn them into an interactive food ordering experience. We re-created the physical and human elements of the drive-thru experience in the place our Arab Youth audience like to hang out the most: the social newsfeed, so they could give into their fried chicken cravings without ever leaving it.  The campaign delivered over 86,000 meals in two months, and generated more than 230% in incremental revenue, 

Brand: KFC Scroll-Thru
Client: YUM MENA
Agency: Memac Ogilvy
Language: English

2019 BRONZE

The Blank Page

The Chicago Sun-Times was struggling to stay afloat due to steep declines in print journalism and structural changes. To survive, the paper needed to launch a new digital subscription, asking readers to pay for what was once free. To send a wake-up call to readers, they left their most valuable piece of real-estate – the front page – blank, asking Chicago to subscribe before it was too late. This bold appeal worked, not only making headlines across the country, but increasing digital subscriptions by 161% in just the first week.

Brand: Chicago Sun-Times
Client: Chicago Sun-Times
Agency: Ogilvy
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