Brand Experience: Live + AR/VR/Digital
For brand experiences that include both live event, and augmented/virtual reality/digital components
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PROGRAM
2016 BRONZE
#HorseWithHarden
Guys around the country have long aspired to Be Like Mike. This year, Foot Locker, Americas #1 retailer of athletic sneakers and apparel, gave guys an experience unlike any theyd ever experienced before: to not just be like a famous professional athlete, but to play with him. Live, on the Internet, in a game of HORSE a popular game played in driveways and on basketball courts around the country. All theyd have to do was submit a video of themselves making a tough shot, and NBA All-Star James Harden would need to match it.
Brand:
Foot Locker
Client:
Foot Locker Inc
Agency:
BBDO New York
Language:
English
2014 GOLD
Car Creation
You trawl through your competitors product disclosure statements and discover that many dont insure drivers for parts that are covered as standard in NRMA Insurances policy. From this you devise an incredibly risky idea to build a working car out of all the parts that other insurers dont cover. 12 weeks later youve got a working car built from scratch using over 30,000 individual parts and, an ecstatic client whose campaign delivered 3.3m enquires, an ROI of 129%; all the while dropping cost per call by 255%.
Brand:
NRMA Insurance
Client:
Insurance Australia Group
Agency:
Whybin\TBWA
Language:
English
2014 SILVER
Say It With Chocolate
Cadbury Dairy Milk was becoming less relevant to people, so we found a new role for the bar in gifting. We turned a plain bar of chocolate into a bespoke greeting card and invited people to Say it with chocolate. In TESCO stores across Malaysia during Hari Raya, a modified letterpress machine was used to imprint messages that consumers desired on a bar of CDM. The idea helped to change peoples perceptions of CDM as a gift, leading to a substantial lift in sales.
Brand:
Cadbury Dairy Milk
Client:
Mondelez Malaysia
Agency:
Geometry Global
Language:
English
FINALISTS
Hellmann's
Hellmann's vs. Virtual Food Waste
Johnson & Johnson
The Road to a Vaccine
JetBlue
Pie In The Sky
