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. 



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.

Brand: Babyshop
Client: Babyshop
Agency: FP7 McCann Dubai
Language: English

A fair telco?

Brand: Jawwy
Client: Jawwy STC
Agency: FP7 McCann Dubai
Language: English

Beyond the Label

In Singapore, people with mental health conditions live in the shadow of a cultural Goliath – popular misperceptions, negative stereotypes and other widespread biases that make life miserable. NCSS wanted to encourage Singaporeans to be more supportive and inclusive – which would mean confronting this Goliath. Our campaign harnessed proven reframing techniques to deliver significant (20%, 50%, even 80%+) positive shifts in Singaporeans' knowledge, attitudes and behavior – far surpassing all its goals. So while our “slingshot” may not have slain the giant, it ‘s cut him down to size.

Brand: National Council of Social Service
Client: National Council of Social Service
Agency: McCann Worldgroup (Singapore)
Language: English

2020_us_2020_e-4887-131_hero_1 Pearle Vision Restoring Dr. Pearle's Vision
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

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