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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. 

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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

The Meta Lite Bar

The Super Bowl is beer’s biggest day. But AB-InBev, the most powerful brewer on Earth, blocked Miller Lite from advertising in the game. And spent $49.6 million to blast out ads about their beers. We said "cool, hold our beer" and built a dive bar in the middle of the Metaverse instead. The Meta Lite Bar earned 1.4 billion impressions and grew the brand ½ share—with a budget that’s 3% of what AB-InBev spent on a single ad.


Brand: Miller Lite
Client: Molson Coors Beverage Company
Agency: DDB Chicago
Language: English

Scent By Glade®

The rise of online shopping meant that consumers could not sample our fragrances before purchasing them. To allow online shoppers to experience our fragrances in real life, Glade leveraged an overlooked part of the online shopping experience: packing pillows. For the first time ever, we turned air into an advertisement, experience, and point of purchase all in one. 


Brand: Glade
Client: SC Johnson
Agency: Ogilvy
Language: English

2023_us_2023_e-8442-018_hero_1 Mastercard True Self World
2021_me_2021_e-5824-881_hero_1 Burger King Ring King
2021_me_2021_e-6506-572_hero_1 Comedy Central Awkwafina 7 Train Takeover
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