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. 

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Scrap Warriors

While promoting the new season of TV show covering such not entirely appealing topic as scrap business, we decided on non-standard activities outside of traditional marketing mix to acquire new viewers (especially Millenials). The effect was a digital event on Polish YouTube, which consisted of 3 videos of well-known Polish youtubers. The videos referred to one another, featured ZłomowiskoPL’s characters and included info about airing date and time. We achieved great results in relation to costs – AMR of first episode was 47% better than first episode of previous season!


Brand: Zlomowisko
Client: Discovery Poland
Agency: Starcom
Language: Polish

Cabelo Pantene

Em 2016, a relevância de Pantene caía entre as jovens brasi-leiras. Nosso desafio tornou-se então encontrar uma conexão verdadeira que ganhasse a atenção dessas meninas e as fizesse  reconhecer a superioridade de Pantene como o padrão de excelência da categoria. Em nossos estudos descobrimos que, para essas jovens, os verdadeiros ícones e inspirações moram ao lado, como influenciadores digitais, e a vida real pode ser até mais inspiradora que o mundo das divas. Então, encorajamos consumidoras a criarem e buscarem sua própria beleza e força por meio do primeiro reality show sobre cabelos no Brasil, o que gerou recordes de resultados para Pantene.


Brand: Pantene
Client: P&G
Agency: Grey Brasil
Language: Portuguese

Baidu Brain VS Super Brain


Brand: Baidu
Client: Baidu
Agency: BlueFocus Digital
Language: Chinese

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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