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.
Seen as a premium yet distant foreign brand, Apple wanted to build deep emotional connection with Chinese consumers in a distinct and meaningful way at CNY. To establish the brand’s human values behind the innovative technology, we celebrated precious family reunion moments through the film “Three Minutes” shot entirely on iPhone X. The film reached 138 million views during the holidays and made headlines as “setting a new standard for advertising.”
Brand: Apple Inc.
Client: Apple Inc.
Agency: Media Arts Lab
Tu sie gotuje!
It’s hard to create culinary content which stands out from the culinary clutter and contributes to realise brand’s marketing goals. We’ve made it! The content was based on consumer insight about social aspect of cooking – in „Tu się gotuje!” emotions explode and cooking is an opportunity to bound and spend time together. We presented Winiary’s image in a believable way as a trustworthy partner in everyday modern cooking, positively reflecting on consumer’s opinion.
Client: Nestle Polska