This category will honor those efforts that successfully communicate to teens or young adults.
Don't Search It
Rural teen boys grow up in cultures that accept smokeless tobacco (“dip”) as a part of life. And because cigarettes have been the focal point of decades of public health communication, dip usage is largely ignored. This campaign is designed to educate rural teen boys about the health consequences of dip by tapping into what makes them unique: their natural curiosity and native digital search behaviors. With a unique “anti-call-to-action,” we dared them to engage with us, creating an innovative way to communicate the serious health consequences of dip use.
Brand: FDA's The Real Cost
Client: FDA Center for Tobacco Products
Agency: FCB New York
Seize the Awkward
Suicide is the second leading cause of death among teens. At-risk youth feel alone, but there is one group they trust for support: their friends. Our task: encourage teens to talk to friends who struggle with mental health issues. But talking about mental health with friends can be... awkward. Instead of shying away from it, we leaned into awkwardness and showed how awkward moments can be opportunities to help. Ultimately, we normalized mental health conversations, making ad-aware teens 30% more likely to speak to a friend and save a life.
Brand: Ad Council
Client: Ad Council
KFC X Gintama - Everything Will Be OK with Such Popularity!
To bring the fictional world of TOP Japanese animation in history Gintama to the real world, KFC creative team partnered with Gintama Production Committee, brainstormed for six months to launch an exclusive campaign customized to the audience: exclusive episodes, product and themed store. Such unique campaign attracted fans rushing to KFC stores for Gintama’s “Everything’s OK” set meal and Gintoki-san Okinawa sea salt ice cream and the addition of added value products. Over 10 million Ice Cream were sold out in just 3 weeks. Everything Will Be OK with Such Popularity!
Client: Yum! China
Agency: Isobar China Group