Media Content Partnerships

This category focuses on efforts based on partnerships between a brand and a media owner/platform to create and activate original media content beyond traditional advertising. 

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Project #ShowUs Inspiring Women through Partnerships

Dove took action with Getty Images, Girlgaze to create Project #ShowUs, the world’s largest stock photo library created by women and non-binary individuals to shatter beauty stereotypes. To bring the campaign to life, we went to the heart of where beauty standards have long been defined, the publishing industry. Dove collaborated with Hearst through first-to-market executions across 5 key titles. More than 150+ #ShowUs images were infused into Hearst Print and Digital content, allowing real women to be inspired by seeing themselves reflected in the media they turn to everyday.


Brand: Dove
Client: Unilever
Agency: Mindshare
Language: English

Australia's worst serial killer

The Heart Foundation “Serial Killer’ campaign aimed to cut through Australians’ dangerous complacency about our most prolific killer, one that strikes 51 times every day, killing 18,500 Australians each year. Highlighting the ‘criminal’ behind Australia’s biggest killer, heart disease, the campaign called on the Government to invest in the prevention of heart disease and on Australians to take steps to assess their own levels of risk.
The campaign was dramatically successful. Within the first 7 days, the Government agreed to fund life- saving Heart Health Checks for Australians at risk of heart disease, something the Heart Foundation had been advocating for over 10 years to achieve. In addition, the campaign alerted Australians to their risk of heart disease and what they can do about it via the newly launched Heart Age Calculator.


Brand: The Heart Foundation Australia
Client: The Heart Foundation Australia
Agency: News Corp Australia
Language: English

One Million Acts of Good

For over 75 years, Cheerios had been at the center of America’s breakfast table, but the brand was losing relevance at a time when conversation in America had turned toxic. We endeavored to do our part to make America’s mood – and Cheerios sales – more positive. By partnering with The Ellen DeGeneres Show, we rallied America to do and share One Million Acts of Good. The results: sales growth for Cheerios, a sharp spike in viewership for Ellen, and over $1 million dollars donated to those doing the good.


Brand: Cheerios
Client: General Mills
Agency: Mindshare
Language: English

2020_me_2020_e-4607-024_hero_1 Ziploc Ziploc's Hail Mary on the NFL Season
2020_me_2020_e-4804-232_hero_1 Nuveen Rerank the Rich
2020_me_2020_e-5348-953_hero_1 Samsung Galaxy S10 Do What You Can't Jimmy Fallon
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