Brand Content & Entertainment - Services

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 BRONZE

B2B

Tubi is free, so generates all revenue from ad sales. We needed a way to engage with media-buyers, showing them that we had unique audiences watching our shows. Instead of going to one of the many media conferences Tubi decided to prove that we have content for the nichest of audiences. Media buyers themselves. Tubi created 3 short-films, all with media-buyers as their stars - and used guerrilla marketing to launch it at NY’s largest media conference. This saw record revenue highs, professional usage and brand familiarity for Tubi.

Brand: Tubi
Client: Tubi
Tubi TV
Agency: Mischief @ No Fixed Address
Language: English

2024 BRONZE

Come & Say G'day

This paper shows the appliance of marketing science to create an unashamedly populist campaign that worked its paws off in your backyard (as well as across the globe.) We hit ‘category entry points’, aimed for fame and introduced distinctive assets to brand the campaign up the wazoo - from the get-go. Our little roo bounced gleefully over several, sizeable hurdles: Australia’s late arrival to the border-opening party, long-haul leeriness and drop-in-the-ocean share of voice. Result: we’ve gone from bucket list to must-have passport stamp in the blink of an eye.

Brand: Tourism Australia
Client: Tourism Australia
Agency: M&C Saatchi
Language: English

2021 GOLD

Live from the Library

When the Chicago Public Library was forced to close its doors due to COVID-19, we had to find a new way to connect with the community. With the help of Chicago celebrities like Oprah and the Obamas, we transformed the library’s Facebook page into a platform where parents could turn to entertain their kids with a modern take on the classic story time. Live From the Library was the most successful campaign in the library’s history with an 800% increase in Facebook followers YOY and over 22 million story views.

Brand: The Chicago Public Library
Client: Chicago Public Library
Agency: FCB Chicago
Language: English

FINALISTS

T-Mobile SNL Sponsorship

U.S. Bank Found in Translation: The untold story of children who give a voice to generations.

McDonald's Dorado: More Than a Music Video