Brand Experience: Virtual/360

This category showcases how a brand experience beyond traditional advertising can be created. Work that brings a brand or product to life and interacts with a specific target through virtual/360 experiences should be entered.

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White Hats Wanted

Cyber-attacks are wreaking havoc in the United States. As the largest military branch, the Army is responsible for defending Americans from all kinds of threats including cyber attacks.  But to do so, they need to attract the few recruits with elite hacking skills. “White Hats Wanted” used a conventional TV ad as a magnet via a coded message that only a skilled hacker would spot. The campaign drew over 1 million hackers into an online vetting process that led to only qualified prospects contacting Army Cyber Command.


Brand: U.S. Army
Client: U.S. Army
Agency: McCann New York

Gift-o-rater

Christmas campaigns are tough, simply because it’s traditional and predictable. Heineken wanted to subvert the cliché of Christmas gifting and turn on a surprise – for all. “All I want for Christmas is Heineken” is a clever campaign that subverts a seasonal phenomenon – cringeworthy holiday-gifting - to create surprise and customer affinity, thus driving sales and engaging more consumers than any conventional beer campaign.


Brand: Heineken
Client: Heineken - Asia Pacific Breweries Singapore
Agency: DDB Group Singapore

Choose What You Love

In a saturated credit card market, HSBC’s challenge was to cut through the clutter by striking a resonant chord with the targeted audience. Our strategy revolved around championing personalisation through an engaging digital experience, and exploring a fresh medium that talks to customers’ emotions: music. “Choose what you love” leverages a quiz and real-time data to create 16,000 permutations, a truly unique music video that reveals the perfect card for each user. The campaign, deployed across multiple platforms for three months, over performed the target with +63% in application.


Brand: HSBC
Client: HSBC Bank (Singapore) Limited
Agency: J. Walter Thompson Singapore

2018_na_2018_e-3314-517_hero_1 IBM From Hidden Figures to STEM Stars
2017_kr_2017_09_hero_1 Grandeur Grandeur Pre-launching Campaign
2017_kr_2017_12_hero_1 Korean Air GUESTHOUSE FRANCE
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