Brand Content & Entertainment - Products

This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising.  The award honors branded content led ideas that are the heart of the communications program. 

2024 SILVER

Tide Power PODS: You're Gonna Need More Tide

Tide PODS needed to reignite laundry consumer’s interest in the category by promoting Tide Power PODS and upgrade them. Consumers, however, were reluctant to understand why they’d need more Tide. By borrowing from social media and online culture where life’s messes are shared, we pointed the mirror at consumer’s lives, proving just how messy their lives can be. “You’re Gonna Need More Tide” made consumers realize why they’re gonna need more Tide, increased Power PODS sales by 45% and contributed to 62% of Tide's growth in the launch quarter.

Brand: Tide
Client: Procter & Gamble
Agency: Saatchi & Saatchi
Language: English

2024 SILVER

The Floor Is Flava

Frank’s RedHot is the world’s #1 hot sauce, but to keep it’s crown it had to win with Gen-Z. From sharing nihilistic memes to drowning their food in hot sauce, Gen Z knows that pain can be fun. Frank’s leaned into Gen Z’s tastes by helping them derive pleasure from pain on their platform of choice. Frank’s introduced a Fortnite feature that allowed gamers to emote, even in defeat. This resulted in a 12% surge in Q1 sales and a boost in Gen Z's purchase intent, which soared to 57%.

Brand: Frank's RedHot
Client: McCormick & Company
Agency: Grey New York
Language: English

2024 BRONZE

Halsey x Suga Diablo IV Anthem Music Video

To launch Diablo IV, we set out to provoke a younger audience who were on the bleeding edge of a dark culture renaissance, but unfamiliar with our franchise. We tapped one of their top passion verticals, music, to borrow relevance and credibility. Halsey and SUGA of BTS joined us to create a dark, gothic musical anthem for the game, and a video where they embody demons corrupting a church. This branded content garnered 20 million views, topped the charts in 63 countries, and led to Blizzard’s biggest release yet.

Brand: Diablo IV
Client: Blizzard Entertainment
Agency: 72andSunny Los Angeles
Language: English

FINALISTS

Coca-Cola Rewriting The Christmas Playbook

Cadillac Cadillac – Your EV Life

New York Lottery $1 Million Lucky Dogs