Media Innovation - Emerging & New Channels

This award showcases those who had the insight and creativity to change the way a particular, emerging media channel is consumed or to create a new channel. 

2024 GOLD

High Stakes Beer Ad

Molson Coors had been frozen out of the Super Bowl for 30 years. And for its grand return, it only had one :30 spot for two brands to share. By tapping into the booming trend of online sports betting, we flipped this weakness into a strength - throwing down the gauntlet and creating the first commercial that fans could bet on. The ‘High Stakes Beer Ad’ created $210M in earned media value—and the #1 most googled brand in the Super Bowl—growing category share with only a fraction of the airtime.

Brand: Molson Coors
Client: Molson Coors
Agency: Droga5
Language: English

2024 BRONZE

The Blue Square: Standing Up to Jewish Hate

We illustrated that as 2.4% of the US population, Jews cannot fight 55% of hate without support from non-Jews. To contextualize the small size of the Jewish community, we used a blue square to take over 2.4% of screens. It was a visualization of the problem, and a symbol of advocacy. Our #

Brand: Foundation to Combat Antisemitism (FCAS)
Client: Foundation to Combat Antisemitism
Agency: WUNDERMAN THOMPSON
Language: English

2023 GOLD

Froot Loops World: From TV ads to World-Building

Froot Loops cereal was experiencing sales velocity decline (-17%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 48+ consecutive weeks of sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.¦Froot Loops cereal was experiencing a sales velocity decline (-17%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 20+ consecutive weeks of sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.¦The Metaverse has question marks. It’s largely undefined because of lack of ROI. But this story changes that. Froot Loops cereal was experiencing sales velocity declines (-17.7%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 48+ weeks of consistent sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.¦The Metaverse has question marks. It’s largely undefined because of lack of ROI. But this story changes that. Froot Loops cereal was experiencing sales velocity declines (-17.7%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 48+ weeks of consistent sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.

Brand: Froot Loops
Client: Kellogg Company
Agency: Leo Burnett Chicago
Language: English

FINALISTS

Mastercard True Self World

Bud Light Dude with Sign

Burger King Ring King