Media Innovation - Existing Channels

This award showcases those who have the insight and creativity to change the way a particular media channel is consumed. 

2024 SILVER

Tubi Takes Viewers Down A Super Bowl Rabbit Hole

Tubi was a brand that virtually nobody knew about and whose revenue was stagnant. The only way to stand out in the streaming wars was to disrupt. So we disrupted the entire Super Bowl - creating one spot that told our brand’s distinctive point of view on content with no dialogue or celebrities, and another which in 15 seconds pranked a nation. Through disruption, Tubi became the top trending brand on Twitter, increased viewing time by 38%, almost doubled brand awareness, and drove successive quarters of record revenue growth.

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

2022 SILVER

Growing Bold Futures: Urban Farm Bus Stops

This is a case of bold ambition delivering outsized returns, even in the humblest of outdoor spaces. In a world of corporate greenwashing, we went from brand ads to acts with the world’s first urban farm bus stops, as proof of GIC’s bold future-facing vision. We transformed the most traditional outdoor channel into living farmland, with crops to feed the community. And got the nation watching, talking and eating – all through the audacious inventiveness of the idea and earned PR and news value.

Brand: GIC
Client: GIC
Agency: 72andSunny Singapore
Language: English

2021 GOLD

Swipe Night

Swiping on Tinder had become passive and mindless. We needed to give Gen Z a more meaningful reason to swipe. Enter Swipe Night, a first-of-its-kind interactive miniseries where instead of swiping on people, you enter a first-person POV, apocalyptic adventure where you swipe to make high-stakes, highly-revealing choices to survive. The choices reveal something about your personality and are used to pool you with users who made similar choices. The activation was a true cultural moment, recording 6.7 million total players and over 3.1 billion earned impressions.

Brand: Tinder
Client: Tinder
Agency: 72andSunny Los Angeles
Language: English

FINALISTS

Frosted Flakes Tony the Tiger on Twitch: The First Mascot Turned Streamer

Hyundai Hyundai Questions Everything (Right Down to Its Media Buy)

Tide Tide #LaundryNight