Entertainment & Sports
Includes all forms of entertainment. E.G. apps, movies, programming (TV, online, radio), books, DVDs, videogames, board games, etc. Sporting events such as the Super Bowl, sports teams, etc.
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2021 SILVER
Beyond The Surface
To introduce its first inclusive swimwear line, Adidas turned water, a symbol of restrictions for MENA women, into a liberation icon, by challenging sociocultural barriers preventing them from confidently embracing water. The first-ever swimmable billboard invited women to become the face of the movement, breaking the category conventions and changing the conversation about inclusivity in water across 50 countries. This movement resulted in a 70% sell-through within 4 weeks, total reach of 300+ million with $1.5 million earned media and 36% more women in MENA feeling comfortable in water.
Brand:
Adidas
Client:
Adidas Emerging Markets LLC
Agency:
Havas Middle East
Language:
English
2021 BRONZE
How the Rugby League World Cup 2021 sold tickets a year out from the tournament beginning by offering the hope for people to come together again
"This paper is the ultimate sporting underdog story.
Representing an underfunded sport, with an underfunded media and production budget of £387k (during times of Covid), it will tell the story of how the Rugby League World Cup 2021 (RLWC2021) overcame a lack of interest in the sport to achieve £5.05m in ticket sales - a year out from the tournament beginning - to a largely new audience by focussing on the power and hope of togetherness.
Ultimately, it will show how the desire to be together again outweighed cynicism to the sport to deliver a campaign ROMI of 1,191%."
Brand:
Rugby League World Cup 2021
Client:
Rugby League World Cup 2021
Agency:
McCann Manchester
Language:
English
2019 GOLD
A TEAM OF ONE
This is the worst team in the world, but won the respect of Yao Ming and millions.
Ye Sha, a teenage boy who loved basketball, passed away on April 27 2017 and the organs he donated saved the lives of seven people. About 300,000 Chinese are on waiting lists every year. The organ supply-demand ratio is 1:30.
In order to boost voluntary donations, we found five organ recipients of Ye Sha. We formed a basketball team named after the boy, and brought to life his unrealized dream.
Ye Sha's team sent out a challenge letter to professional basketball teams on the WeChat social network. The message was put on the table of CBA. In the end, they agreed to a friendly match during the WCBA All-Star Game.
Brand:
Tencent Foundation
Client:
Tencent Foundation
Agency:
Loong
Language:
Mandarin
FINALISTS
LEGO
Building Bridges
Cote & Sport
The bet only a Moroccan brand can take
The Rugby League World Cup 2021 (RLWC2021)
The RLWC2021: A record breaking World Cup with real impact
