This category will honor those efforts that successfully communicate to teens or young adults.
Vkusomagiya, come true! An exceptional curd come true!
How to enter the market of dairy products for school children with healthy curds if children don’t like healthy food and competitors offer a great variety of products? To create something so surprising that a child not only agrees to eat it, but also wants to play with it. That’s how Vkusomagia curds appeared: they consist of two layers that, mixed together by a child, create an unexpected third flavor. Did children like the curds? Even more than we expected: in 3 months we managed to get a 20% share of the segment and double the preference of the brand.
Brand: Chudo detki
Client: PepsiCo Holdings LLC
Agency: Rodnaya Rech
Project “Access” is devoted to the most valuable thing for young people in the Internet - content. It was raising a question of decreasing value of content at the age of its infinity. Together with contemporary artists, musicians and designers we created content that was intentionally limited to make it desirable by its inaccessibility. It was possible to watch created content only through AR app in offline and having caught targeted placement in niche media online. We managed to finally become a leader at the “for youth” attribute by growing it’s rate to 48 points.
Client: MTS PJSC
Agency: Mosaic Media
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