Media Idea

The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.

2024 GOLD

Tip for Heinz

Restaurants and food-service are a critical growth driver for Heinz Ketchup. While Heinz retains a dominant position within this category, private-label ketchup was eroding Heinz’s share. We needed to send a clear message to restaurants - It has to be Heinz. Instead of calling on restaurants directly we harnessed the power of Heinz fans. Truth was 4 in 5 people preferred Heinz, but were having to put up with generic watery ketchup. So we invited them to break their silence - with A Tip for Heinz.

Brand: Heinz
Client: Kraft Heinz
Agency: Mischief @ No Fixed Address
Language: English

2024 SILVER

High Stakes Beer Ad

Molson Coors had been frozen out of the Super Bowl for 30 years. And for its grand return, it only had one :30 spot for two brands to share. By tapping into the booming trend of online sports betting, we flipped this weakness into a strength - throwing down the gauntlet and creating the first commercial that fans could bet on. The ‘High Stakes Beer Ad’ created $210M in earned media value—and the #1 most googled brand in the Super Bowl—growing category share with only a fraction of the airtime.

Brand: Molson Coors
Client: Molson Coors
Agency: Droga5
Language: English

2024 SILVER

Changing the Game for Women’s Sports

As the NWSL’s official banking partner, Ally transformed sponsorship into allyship with a powerful pledge to bring financial and media equity to women athletes. Historically, women’s sports have received less than 10% of sports media coverage. We changed the game by committing to equal spend, pioneering unprecedented partnerships, and bringing the NWSL to primetime for the first time. In doing so, we increased spend in women’s sports by 300%, grew NWSL Championship viewership by 71%, increased brand preference among fans by 20%, and were recognized as a Brand that Matters.

Brand: Ally
Client: Ally Financial
Agency: Anomaly
Language: English

FINALISTS

RITZ Puttin’ on the RITZ

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

Pulsar N160 The (Un)Censored Ad