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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Floresta sem fim

Faber-Castell was a leader in the color pencil market, but it had two challenges: connecting with an increasingly digitized generation and resisting pressure from smaller, cheaper competitors.
 
How to show the superiority of your pencils and still connect to this new generation?
The Faber-Castell colored pencil is the only 100% made with reforested wood and environmentally friendly materials. It is this sustainable process that explains its quality and superiority. As much as preserving the environment is a theme present in this generation of children (5-14 years), would that be enough to make them engage with Faber-Castell?
 
More than a communication campaign, the great strategy was to create an app for children to interact with the content that the brand wanted to convey. Through the Endless Forest app, they could see in a playful and fun way that behind every Faber-Castell EcoLapis, there was not only a preserved tree, but a whole ecosystem of Brazilian animals, many of them extinct.
 
When a person buys an EcoLapis, it preserves not only the trees, but the animals that live in the forest.
 
By pointing the cell phone to the pencil of their choice, the pencil became the animal corresponding to its color. Thereafter, a series of playful digital experiences inspired the children to interact with and share the contents.
 
A media plan with paid and open TV, digital media, social networks and children's magazines, enlivened with a dozen children's influencers, made the project take off.
 
The results exceeded the target by 3x and surprised with the volume and quality of engagement.
 
The Floresta Sem Fim app has proven that an essentially analog product can stand apart from the crowd and become relevant to a generation of digital children.
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A Faber-Castell tem a liderança do mercado de lápis de cor mas vinha sentindo na pele dois desafios: conectar-se a uma geração cada vez mais digitalizada e resistir à pressão de com-petidores menores ou mais baratos.
Como mostrar a superioridade de seus lápis e ainda conectar-se a essa nova geração?
O lápis de cor da Faber-Castell é o único feito 100% com madei-ra de reflorestamento e materiais que não agridem o meio am-biente. É este processo sustentável que explica sua qualidade e a superioridade. Por mais que a preservação do meio ambiente seja um tema presente nessa geração de crianças (5-14 anos), seria isso suficiente para fazer com que elas se engajassem com a Faber-Castell?
Mais do que uma campanha de comunicação, a grande estra-tégia foi criar um aplicativo para as crianças interagirem com os conteúdos que a marca queria transmitir. Por meio do app Floresta Sem Fim, elas puderam ver de forma lúdica e divertida que por trás de cada EcoLápis Faber-Castell, não existia apenas uma árvore preservada, mas um ecossistema inteiro de bichos brasileiros, muitos deles em extinção.
Quando uma pessoa compra um EcoLápis, ela não preserva só as árvores, mas os bichos que moram na floresta.
Ao apontar o celular para o lápis de sua escolha, o lápis se transformava no animal correspondente à sua cor. A partir daí, uma série de experiências lúdicas digitais inspiravam as crian-ças a interagir e compartilhar os conteúdos.
Um plano de mídia com TV paga e aberta, mídias digitais, redes sociais e revista infantil, turbinado com uma dezena de influen-ciadores infantis fez com que o projeto decolasse.
Os resultados superaram a meta em 3x e surpreenderam no volume e qualidade de engajamento.
O app Floresta Sem Fim provou que um produto essencialmen-te analógico pode sim diferenciar-se e tornar-se relevante para a nova geração de crianças digitais.


Brand: Faber-Castell
Client: Faber-Castell
Agency: DAVID Brasil
Language: Portuguese

Kirin Ichiban - Celebrate Life's Firsts Campaign


Brand: Kirin Ichiban Shibori
Client: TAIWAN KIRIN COMPANY
Agency: Ogilvy & Mather Taiwan
Language: Mandarin

C-suite

IBMs latest global C-suite Study was set for release in 2015. Traditionally a valued source of insight into the business world, the impact of the Study had diminished thanks to competitive intrusions, lagging perceptions of IBMs consulting expertise, and shifts in content consumption behavior. The challenge was to re-build the Studys relevance, leverage it to build awareness of individual IBM Global Business Services experts, and restore the prestige and impact that it had recently lost.


Brand: IBM
Client: IBM
Agency: Ogilvy & Mather
Language: English

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