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. 



Ho Ee Ki - Let It Go

The Chinese community perceived as a second-hand marketplace and avoided shopping on it during Chinese New Year festival. To fight this cultural taboo, we turned a common saying in Hokkien into a catchy song - 'Hoeeki' (Let It Go), asking consumers to let go of their old items on to receive greater blessings in return. In a season of buying, we focused on selling! 'Hoeeki' garnered 5 million views, turned a three-year trend of decline in listings into a 7% increase and became a flagship property for the brand.

Agency: Isobar Malaysia

Three Minutes

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

Love Academy by DUO

Brand: DUO
Client: Beiersdorf
Agency: 4 Wise Monkeys

2020_us_2020_e-4604-183_hero_1 Ziploc Ziploc's Hail Mary on the NFL Season
2020_us_2020_e-4721-811_hero_1 Kerrygold Music Behind the Recipes
2020_us_2020_e-4887-131_hero_1 Pearle Vision Restoring Dr. Pearle's Vision

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