This category will honor those efforts that successfully communicate to teens or young adults.
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
Language: English, Mandarin
Launch of new color dye "Colorista"
8 out of 10 young Russian girls have never tried hair coloring as they consider it uncool. To change the situation L'Oreal Paris launched an innovative brand Colorista - temporary coloration in spray and balm formats that lasts 1 day/week. To attract girls attention to the non-inspiring category, we showed Colorista from an unexpectedly new perspective: not as a hair color, but as a makeup for hair. Campaign with young bloggers and musical collaboration made Colorista a locomotive of the trend and helped achieve annual sales plan in just 2 months.
Brand: L'Oreal Paris
Client: L'Oreal CJSC
Agency: McCann Moscow
Language: English, Russian