Electronics

TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.

2021 BRONZE

Social Distancing Sweater

COVID-19 had forced us to be apart. But by the 2020 holiday season, we were really having trouble staying apart. As the consumer electronics brand that stands for effortless protection and safety, SimpliSafe saw an opportunity to help. The SimpliSafe Social Distancing Sweater was the world’s first holiday sweater designed to help families be together, but at a safe distance. We earned 2.9B media impressions, worth $27M in ad equivalency, broadened SimpliSafe’s reach, and drove conversion nearly 6X above the performance marketing benchmark.

Brand: SimpliSafe Home Security
Client: SimpliSafe
Agency: MullenLowe U.S.
Language: English

2020 GOLD

Changing the Game

To bring Microsoft’s mission to life, increase brand love, and demonstrate Microsoft as leader in innovation, we highlighted an unlikely product: the XBOX Adaptive Controller, a device created for disabled gamers, to tell the story about why leveling the playing field mattered for everyone. We took to the biggest stage, the Super Bowl, to show the world: when everyone can play, we all win. We saw 1B impressions, 35M in earned media, 879% increase in #GamingForEveryone, and 76% agreeing that Microsoft was a brand they loved.

Brand: Microsoft
Client: Microsoft
Agency: McCann New York
Language: English

2020 SILVER

Waking the sleepwalkers of the laptop world.

In advertising we serve different brands and battle different competitors, but we share a set of common, formidable enemies: habit, inertia and the blinding comfort of yesterday’s thinking.  This story is about challenging a complacent category head on, and the power of creativity to shatter the consumer autopilot, to disrupt decades of blind loyalty and to inspire an epiphany about a brand overlooked in the aisle for years: Chromebook. In a category that stagnated for years, the competitive campaign and ignited sales growth for Chromebook while category sales declined.

Brand: Chromebook
Client: Google
Agency: Arts & Letters Creative Co
Language: English

FINALISTS

Samsung Samsung’s American Dream: Taking Foldables from Social Suicide to Apple Antidote

ARCTIC ARCTIC - FORGOTTEN, THE MOST SUSTAINABLE BRAND FROM YOUR WARDROBE

stc Expect the Unexpected