Branded Content & Entertainment
This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The award honors branded content led ideas that are the heart of the communications program.
Durnev watches stories (how it all began)
To convey the essence of the brand, “Reveal your wild nature”, we decided to combine all the trends, formats, and activities that are currently popular among the brand's TA: bloggers, Versus battles, cosplay, video games and hate watching. In the center of communication, there was a promotional website styled like a fighting game, where we published the videos with our two heroes, wildDurnev and wildMurafa. For a month, users came up with challenges for them–of any degree of strangeness, complexity, and improbability. Every week, each hero got one task from the list made by the TA. The “Durnev watches stories” meme appeared during our project and instantly turned into a popular YouTube show.
Client: Nestle Ukraine
Agency: Havas Digital Kyiv
Timberland - It's Really Teeboolang
Timberland入华十余年，只在小众圈层热捧，但在大众市场多年未见起色。我们帮助Timberland建立了首支营销Campaign——真是踢不烂。为Timberland实现本土落地，赋予情感内核。该次营销Campaign获得千万级传播，并使经典黄靴销量提升五倍， Timberland has been in China for a decade, but with sluggish sales & unsatisfying name all along in the general public. In 2016, We starts from its international vision, marrying its character to serve the customers with its perseverance even hypercriticism on quality, looking closely into the moles of local culture. We changed Timberland into “Teeboolang” (means unbreakable in Chinese) which is more innovative, localized & identifiable. Result, we got 16 million video plays, and 19%baidu search increse, & yellow boots received a dramatic growth 500% in sales.