Media Content Partnerships

This category focuses on efforts based on partnerships between a brand and a media owner/platform to create and activate original media content beyond traditional advertising. 

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One Million Acts of Good

For over 75 years, Cheerios had been at the center of America’s breakfast table, but the brand was losing relevance at a time when conversation in America had turned toxic. We endeavored to do our part to make America’s mood – and Cheerios sales – more positive. By partnering with The Ellen DeGeneres Show, we rallied America to do and share One Million Acts of Good. The results: sales growth for Cheerios, a sharp spike in viewership for Ellen, and over $1 million dollars donated to those doing the good.


Brand: Cheerios
Client: General Mills
Agency: Mindshare

Made Possible By Melbourne

The University of Melbourne conducts world-changing research but the people of Melbourne didn’t know about it because research is typically published in journals. We partnered with outdoor media suppliers and a production company to re-imagine traditional media to create a new way for the University to publish their work and show people what has been Made Possible by Melbourne. By turning the CBD into a free exhibition of the research, in this new medium that the people of Melbourne couldn’t miss, we increased enquires.


Brand: University of Melbourne
Client: University of Melbourne
Agency: McCann Melbourne

Dance with McNuggets

McNuggets has been sold over 30 years in Taiwan. Recently, it’s no longer the first choice between youth. By collaborating with TikTok to attract attentions from the young generation, it has not only stimulated the discussion on the social media but directly affected the purchasing decisions. Moreover, the collaboration drives the sales growth of McNuggets.


Brand: McDonald's
Client: Prospect Hospitality Co.,Ltd.
Agency: Popcorn Digital Information Co., Ltd.

2019_me_2019_e-3550-237_hero_1 BMW The Zero Filter Awards
2018_ap_2018_083_hero_1 Nike Reinventing the Athlete Tour
2018_de_2018_23_hero_1 Allianz Deutschland Weil wir Cars lieben.
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