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.
Emirates NBD - Give in to Giving
Volunteerism is on a decline in most parts of the world, and in the UAE, only 27% of the population are aware of community service opportunities. Being official partner of Expo 2020 and Impact 2030, Emirates NBD felt the need to create a volunteering community through a charming animation which stole the hearts of many and exceeded the 200M Views online.
Brand: Emirates NBD - Exchanger Programme
Client: Emirates NBD
Agency: Leo Burnett (United Arab Emirates)
The Gift of Mom
Most retailers on Mother’s Day, pay tributes to moms through ads, through “thank you” messages, and through offers and promotions, but remain bound to the occasion. It’s almost like ‘limited time love’.
Babyshop, a children’s retailer, changed the retail marketing game when it came to connecting with moms, and showed how much it loved moms and cared for children too, through a meaningful act; not just for Mother’s Day, but for every other day.
Becoming a new standard for Mother’s Day, Babyshop showed the influence retail brands could really have.
Agency: FP7 McCann Dubai