Brand 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. 

2023 BRONZE

El caso más arrecho del festival

 Los ecuatorianos demostraron que son arrechos: 129.188 ecuatorianos activaron su cuenta en PeiGO, (258% más de lo esperado), un uso de la aplicación del 40% cuando solo se esperaba el 10% y un conocimiento de marca que superó en 17 puntos el brand awareness esperado (6%). Un buen empujón hizo que los ecuatorianos se dieran cuenta que lo bacán de la vida sucede cuando nos atrevemos.

Brand: Peigo
Client: Peigo
Agency: Proximity BBDO
Language: Spanish

2023 BRONZE

Wander no more!

SAB, a large bank in Saudi Arabia, needed to sell its housing loans. Faced with rising property prices and interest rates, Saudis found it difficult to commit to a housing loan. But the truth is, NOT owning a home is so much harder. Through a humorous branded content and entertainment series, we told the story of “Rahhal”, a lifelong renter and his terrible but hilarious misadventures moving from a place to another, inspiring people to become homeowners. The campaign drove an increase in engagement, acquisitions, and balance for SAB.

Brand: SAB
Client: SAB: Saudi Awwal Bank
Agency: Publicis Groupe - Leo Burnett Middle East (Saudi Arabia)
Language: English

2022 SILVER

#PrideHair

FEATURING TWO TRANSGENDER JOB-SEEKERS AS ROLE MODELS, PANTENE IGNITED A CULTURAL CONVERSATION FOR A MORE LGBTQ FRIENDLY SOCIETY. “As a male or female, which gender should I present myself while job-hunting?” – while most job-seekers worry about their career path, LGBTQ candidates also have to worry about their gender. In the country where uniformity and conformity are considered virtues, LGBTQ job-seekers are ignored by society. By featuring two successful transgender job-seekers as role models, Pantene not only inspired future LGBTQ job-seekers, but also motivated Japanese companies to become more LGBTQ-friendly.

Brand: Pantene
Client: Procter & Gamble
Agency: GREY Tokyo
Language: English

FINALISTS

McDonald's Deals so distracting they were unskippable

Poker Influencers' Friends

Poker Extintos, la serie para salvar la amistad