This category will honor those efforts that successfully communicate to teens or young adults.
The beginning of the summer outflow of customers from the pub coincided with the Champions League Final in Kyiv. In anticipation of the match the greedy Kyiv hotels increased the rent prices up to $3000 a night. Without having a big budget for advertising, the pub didn't just try to survive in the summer period, but also tried to resist the greedy hotels. Beer Point decided to work all night long to host the foreign fans. We created an invent on Facebook - #FairBnB - Fair Beer and Breakfast. Everyone could drink beer in the pub all night long and celebrate the victory of the beloved team. In the morning free toothbrushes, breakfast and on board!
Brand: Beer Point
Client: Beer Point
It's Me It's Not My Period
It's Me It's Not My Period In order to grow the U by Kotex business in a flat-lining, habit-driven category, we needed to change what is essentially a routine purchase by giving our target a compelling reason to actively choose U by Kotex. We launched It's Me It's Not My Period to challenge broad reaching and deeply embedded societal prejudices about menstruation. Key to our success was shifting society's perspective of a woman's period from a source of embarrassment to a source of empowerment.
Brand: U by Kotex
X-LINE is a new sub-brand by Lee Jeans, sold exclusively online and tailor-made for China teens. The goal was to create awareness, and engage the young generation in a highly relevant and targeted way. We spotted a rising trend on emerging social media in China, of teens creating and sharing their own original dance moves. We focused our limited budget on China's No.1 social-video app. We created the X DANCE, using dancers wearing X-LINE, with Lee's e-commerce store one tap away. It went viral. Teens everywhere copied, tweaked, and created their own X DANCE moves, and shared them again throughout DOUYIN.
Brand: Lee China X-Line
Client: VF Corporation
Agency: McCann Worldgroup Hong Kong