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. 

2020 GOLD

Project #ShowUs Inspiring Women through Partnerships

Dove took action with Getty Images, Girlgaze to create Project #ShowUs, the world’s largest stock photo library created by women and non-binary individuals to shatter beauty stereotypes. To bring the campaign to life, we went to the heart of where beauty standards have long been defined, the publishing industry. Dove collaborated with Hearst through first-to-market executions across 5 key titles. More than 150+ #ShowUs images were infused into Hearst Print and Digital content, allowing real women to be inspired by seeing themselves reflected in the media they turn to everyday.

Brand: Dove
Client: Unilever
Agency: Mindshare
Language: English

2020 BRONZE

The Conversational Contraceptives

Married couples in India have been repeatedly chased to control family size. But 65% of pregnancy in India happened in the first year of marriage itself. We discovered that the newlyweds did not want kids in their first year. In arranged marriages, they barely knew each to discuss contraception. This lack of spousal communication made them vulnerable to social pressure to immediately bear a child. We sculptured a unique interactive radio platform where the newly married couples could befriend each other and make the right choices to plan their family.

Brand: Bill & Melinda Gates Foundation
Client: Bill & Melinda Gates Foundation
Agency: McCANN New Delhi
Language: English

2019 GOLD

Australia's worst serial killer

The Heart Foundation “Serial Killer’ campaign aimed to cut through Australians’ dangerous complacency about our most prolific killer, one that strikes 51 times every day, killing 18,500 Australians each year. Highlighting the ‘criminal’ behind Australia’s biggest killer, heart disease, the campaign called on the Government to invest in the prevention of heart disease and on Australians to take steps to assess their own levels of risk.
The campaign was dramatically successful. Within the first 7 days, the Government agreed to fund life- saving Heart Health Checks for Australians at risk of heart disease, something the Heart Foundation had been advocating for over 10 years to achieve. In addition, the campaign alerted Australians to their risk of heart disease and what they can do about it via the newly launched Heart Age Calculator.

Brand: The Heart Foundation Australia
Client: The Heart Foundation Australia
Agency: News Corp Australia
Language: English

FINALISTS

Carnival Cruise Line Carnival x Amazon Partnership

Centro Cuesta Nacional Dominicano Soy

Google Pixel Pixel RePresents