Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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PROGRAM
2020 GOLD
The Deciding Question
Despite the successes of previous campaigns, The New Zealand Police 2018 recruitment challenge was to create new opportunities for an even more diverse range of prospects to apply to the police force. Many potential police applicants have never had opportunity to talk with a cop on a personal basis. So, questions that might help them decide to apply were going unanswered, resulting in lost potential. This integrated campaign used questions to broaden the pool of potential applicants and improve candidate quality in the most effective police recruitment drive yet.
Brand:
ChatCops
Client:
New Zealand Police
Agency:
Stanley St
Language:
English
2020 SILVER
Reshoot Graduation Photo Campaign
Beauty in China is a fiercely contested segment where brands use everything – from KOLs, celebrities, to fashion collaborations, to court young customers. Chando, an established skincare brand, was looking at breaking into this segment and changing the game. Chando appealed to youths by building a strong emotional connection with them at the start of their beauty journey – their first make-up experience. Instead of models in stark studios, Chando’s campaign focused on the high-stake emotional moment of the graduation photograph for students, and helped grow MOM sales by 52%.
Brand:
CHANDO
Client:
JALA Corporation
Agency:
Soho Square Shanghai
Language:
English
2020 BRONZE
In Our Boots 360 VR Experience
In 2018, the U.S. Army missed its recruitment goals for the first time in over a decade. What looked like a simple decline in recruitment due to cultural headwinds was actually much deeper. We had a trust issue with the very people we needed to recruit. In Our Boots earned back the trust of skeptical young Americans by turning them into a Soldier through a 360 VR Experience. At a moment in history when young Americans didn’t trust the Army, an unprecedented amount came knocking on our doors.
Brand:
U.S. Army
Client:
U.S. Army
Agency:
McCann New York
Language:
English
FINALISTS
Sprite
Heat Happens - Don't lose to Heat
Google
Me Being Me, and Google Gets Me
Mastercard
Unknown Legend
