The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
The Walking Dead. Episode 17.
What should you do when the main role actor announces leaving the show just before the new season premiere? - to launch zombie apocalypses: 17th interactive voice episode of The Walking Dead, those users could pass through with by voice only, chatting with Yandex Alisa. The episode was listened more that 1M times, 7M became aware of the episone and the new season and as a result number of FOX channel subscribtions (the channel reach) increased 15%, that is 3 times higher than benchmark for this kind of campaigns
Brand: FOX TV channel
Client: Fox Network Group Russia. FOX TV channel
Language: English, Russian
Each cold/flu season Mucinex fights to regain attention. But with top-of-mind awareness stalled and national consideration shifting to something totally unrelated to sickness—The Big Game—we needed to shake things up. To refocus people on real sickness, we leveraged an insight about faking sick the day after the game. Super Sick Monday was the result. It inserted Mucinex into the national big game conversation, helped us own the Monday after and sparked a phenomenon. Within a week we generated 1+ billion impressions and nearly doubled our TOM awareness.
Client: Reckitt Benckiser
Agency: McCann New York