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.

Brand: Lion
Client: Nestle Ukraine
Agency: Havas Digital Kyiv
Language: English

Du lebst. Erinnerst du dich? Ein Weckruf an die Heimwerkerseele.

Brand: Hornbach
Client: Hornbach
Agency: Heimat Berlin
Language: German

Timberland - It's Really Teeboolang

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.

Brand: Timberland
Client: Timberland
Agency: W
Language: Mandarin

2020_ch_2020_e-91-605_hero_1 UBS Hypotheken UBS und 20min suchen die beste Nachbarschaft der Schweiz
2020_us_2020_e-4604-183_hero_1 Ziploc Ziploc's Hail Mary on the NFL Season
2020_us_2020_e-4721-811_hero_1 Kerrygold Music Behind the Recipes

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