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. 

2019 BRONZE

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
Language: English

2019 BRONZE

Google 「AI is within reach」

As a pioneer of AI technology, the public lack the perception of Google’s AI technology. In 2018, Google hopes to popular their own AI technology
，make the true sense between the public and AI. In order to make the AI topic more interesting，Google have found Lang Lang, let the artist's "art inspiration" and Google AI's "technical ability" engage in intelligent blending and art collision, and know how to start the creation: In this way, the “four-handed bomb” method injects a beautiful and gentle “humanity” into the abstract digital code.
At the same time, it is known to invite three outstanding respondents who are interested in the professional field to become Google AI technology translators, and to explain Google AI from the perspective of life. greatly enhance the cognition and goodwill of Google AI technology,
let AI become a wonderful technology that can be understood.

Brand: Google
Client: Google information technology (China) co., LTD
Agency: Beijing zhihu network technology co., LTD
Language: Mandarin

2018 SILVER

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
Language: English

FINALISTS

Carnival Cruise Line Carnival x Amazon Partnership

Google Pixel Pixel RePresents

DR. PEPPER Hackeando Espacios Juveniles con un Sabor Indescriptible