Media Idea

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



Dmitriy Duzhev. MegaFon.

Brand: MegaFon
Client: MegaFon
Agency: Re:evolution
Language: English

Not there

Twenty years after the 1995 UN agreement to work towards the full and equal participation of women the Clinton Foundation compiled a report on the state of equality. The data showed that we're not as far as we think we are. We wanted to use the data to galvanize millennials, but discovered that gender equality was an issue that this generation had written off as mostly solved. By dramatically bringing to life the absence of women from all kinds of media, by literally removing them, we drove coverage, engagement and action.

Brand: The Clinton Foundation
Client: The Clinton Foundation
Agency: Droga5
Language: English

From Advertiser to Publisher: How Smirnoff embraced social publishing to win the flavored vodka recipe game

Flavored vodka is a hyper-competitive category that has seen 500+ product launches since 2010. Intense innovation reduced Smirnoffs brand loyalty and made it impossible to stand out with new launches. Growth necessitated communications re-focus on the core range of flavors that made up the majority of existing volume. We adopted a radical new strategy, shifting from a TV based campaign approach to an always-on social publishing model that linked commercially important vodka drink recipes to culturally relevant conversations. The Smirnoff Drinks Engine exceeded targets delivering 9.5x category value growth.

Brand: Smirnoff
Client: Diageo North America
Agency: 72andSunny
Language: English

2020_ch_2020_e-104-064_hero_1 Ibis Hotels – Social Media Sitter Ibis Hotels – Social Media Sitter
2020_ch_2020_e-44-334_hero_1 Black & Blaze Premium Post vom Königshaus für kleine Rösterei
2020_me_2020_e-4734-955_hero_1 Kerrygold Music Behind the Recipes

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