Media Idea

The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.

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Dundee: The Son of a Legend Returns Home

After years of tactical performance campaigns, Australia’s market share in the U.S. remained stagnant – even though outbound tourism was on the rise. So in 2018 Tourism Australia pivoted their approach, hijacking the Super Bowl with a powerful lead-generation campaign masquerading as the next big Hollywood blockbuster reboot. With a carefully constructed media roll-out to authentically sell the rouse, they helped cut-through the travel marketing ‘sea of sameness’ and build an enormous qualified audience pool – eventually powering a lead generation rate 4x greater than the country’s ever seen.


Brand: Tourism Australia
Client: Tourism Australia
Agency: UM Australia

De Camioneros A Protagonistas De Novela

Gran Premio Movil Delvac, el evento insignia de los transportadores colombianos, un activo de la marca que venía perdiendo asistencia debido a que los camioneros de generaciones viejas, poco tenían que ver con las nuevas generaciones del gremio, personas más selectivas en cuestiones de entretenimiento y conectadas con la tecnología a través del smartphone.   Con este conocimiento de la audiencia creamos “Los Corredor”, la primera novela para ver por Whatsapp, donde convertimos a los camioneros en “WhatsAppvidentes” y PROTAGONISTAS al grabar en vivo el capítulo final durante el evento. 


Brand: Mobil Colombia
Client: Organización Terpel
Agency: SANCHO BBDO

YOTA ad in the entry for Effie

How can a small mobile carrier increase subscriber base if the entire audience has been already divided between four giant competitors with vastly superior media resources? YOTA decided to make a bold move - to redefine traditional approach to advertising instead of trying to dress up their product. In absurdly straightforward deadpan campaign, the brand hasn’t said anything to the consumer except the only important thing: what they see is a YOTA ad. The effect was overwhelming: highest sales record of the last 1.5 years, highest-ever rate of spontaneous brand awareness, discussion on the internet, and unprecedented amount of UGC.


Brand: YOTA
Client: Skartel LLC
Agency: Friends Moscow

2019_ru_2019_2441_hero_1 Street Stars Digital show Street Stars with street musicians
2019_rs_2019_e-206-724_hero_1 Munchmallow Munchmallow - Priča za sebe
2019_me_2019_e-3723-522_hero_1 Gerber Every Baby is a Gerber Baby: Sparking a Global Dialogue on Inclusion
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