Media Innovation - New Channel Creation

This award showcases those who had the insight and creativity to create a new media channel to effectively grab their audience and effectively engage with them.



YOTA ad in the entry for Effie

How can a small mobile carrier increase subscriber base if the entire audience has been already divided between four giant competitors with vastly superior media resources? YOTA decided to make a bold move - to redefine traditional approach to advertising instead of trying to dress up their product. In absurdly straightforward deadpan campaign, the brand hasn’t said anything to the consumer except the only important thing: what they see is a YOTA ad. The effect was overwhelming: highest sales record of the last 1.5 years, highest-ever rate of spontaneous brand awareness, discussion on the internet, and unprecedented amount of UGC.

Brand: YOTA
Client: Skartel LLC
Agency: Friends Moscow

Project "Dostup"

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.

Brand: "MTS"
Client: MTS PJSC
Agency: Mosaic Media


To build relevance with an audience that was actively avoiding advertising, Wendy's created advertising that wasn't experienced like traditional advertising. Blurring the lines between advertising and entertainment, we created a hip-hop album full of Wendy's brand messaging. So, was it advertising, or was it entertainment? We thought it didn't matter what you called it once it was listened to more than 3.6 million times; topping music charts, surpassing engagement benchmarks by seven times, and generating 800 million earned media impressions.

Brand: Wendy's
Client: The Wendy's Company
Agency: VMLY&R

2019_ru_2019_1973_hero_1 Ingosstrakh Life insurance
2019_ru_2019_2159_hero_1 Viber Viber WC2018: using WC2018 to grow Viber user base
2019_ru_2019_2475_hero_1 Otrivin Near at hand: how a common figure of speech became the core of the media strategy

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