Electronics

TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.

2023 GOLD

iTest: Comparing Apples with Androids

Re:Re:Re:Samsung iTest Team, I’m writing because I’ve heard many of you are increasingly frustrated with what’s happening in New Zealand, where a service was launched that’s now seen millions of our loyal Apple customers test-drive Samsung. Please know I share your frustrations and assure you we are doing everything in our power to shut this “iTest” down. My legs are getting sore from all the stand-ups we’ve had. Thank you for all you continue to do to get Apple products into our customers’ hands. Tim -Sent from my Galaxy S23

Brand: Samsung
Client: Samsung New Zealand
Agency: Tribal/DDB Group Aotearoa NZ
Language:

2023 BRONZE

BREAKING RADIO CALISTHENICS

While JBL remains popular among old-school audio enthusiasts, younger generations do not see it as a brand for them. To change this perception, JBL turned to a seemingly outdated trend among young people: Japanese radio calisthenics, a form of gymnastic dance. By incorporating elements of breakdancing into the traditional moves, JBL introduced a whole new style called “Breaking Radio Calisthenics,” an instant hit that quickly engaged millions of young people. JBL transformed an outdated and dull dance style into a hip contemporary trend and in doing so modernized its brand.

Brand: JBL
Client: HARMAN International
Agency: BBDO Tokyo
Language:

2023 BRONZE

The Underwater Playlist

In UAE’s electronics category, Sound On (small brand with small budgets), sought to relaunch its water-resistant speakers, amidst global giants. We tapped into the truth that people believe something when they actually experience it themselves; the same goes for the quality of speakers they would buy. And we created “The Underwater Playlist” - an immersive music experience made for music lovers, verified by underwater experts. An interactive website experience allowed music fans to explore an exclusive playlist designed for fishes and drove sales via amazon.ae.

Brand: Sound On
Client: Sound On
Agency: Publicis Groupe - Leo Burnett Middle East (United Arab Emirates)
Language: English

FINALISTS

Samsung Samsung’s American Dream: Taking Foldables from Social Suicide to Apple Antidote

ARCTIC ARCTIC - FORGOTTEN, THE MOST SUSTAINABLE BRAND FROM YOUR WARDROBE

stc Expect the Unexpected