Media Idea

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

2023 GOLD

LUNCHABUILD THIS

In 2021, Lunchables launched its “Built to Be Eaten” brand platform—which resonated, but results were just OK. In 2022, we evolved the platform from a passive message to an active, kid-first idea—“LUNCHABUILD THIS!”—using contextual media placements to spread epic Lunchables building inspiration in kids’ worlds, from buses to bike racks to zoos. The campaign sparked kids’ creativity, behavior, request and drove huge results for back-to-school 2022, including a 38% sales increase, +10% purchase frequency, and drove category share and overall growth, attracting 2.3 million new Lunchables households.

Brand: Lunchables
Client: Kraft Heinz
Agency: Goodby Silverstein & Partners
Language: English

2022 GLOBAL GRAND

Swipe Night

Tinder is a dating app GenZ grew up on and took for granted. We set out to re-energize Tinder, by re-energizing its iconic Swipe. Enter Swipe Night, a first-of-its-kind interactive miniseries where instead of swiping on people, you enter a first-person POV, apocalyptic adventure where you swipe to make high-stakes, highly-revealing choices to survive. The choices reveal something about you and are used to pool you with users who made similar choices. The activation was a cultural moment, recording 6.7 million total players and over 3.1 billion earned impressions.

Brand: Tinder
Client: Tinder
Agency: 72andSunny Los Angeles
Language: English

2021 GOLD

Escape Mountain

Ski-Doo’s “Escape Mountain” reintroduced the brand to a new generation of snowmobile riders. Defying convention, we created a binge-worthy, extreme reality show and forged a unique entertainment partnership with Discovery to tell our product story in a way that’s never been done before. Escape Mountain’s exciting, emotional storytelling energized the brand, generating record video views and site visits, and catapulted Ski-Doo to its highest market share record to date.

Brand: Ski-Doo
Client: Ski-Doo
Agency: Touché! Canada
Language: English

FINALISTS

Heinz Ketchup Heinz Tomato Blood

GUNS DOWN AMERICA GUN SURVIVOR REVIEWS

Subaru of America Everyone Loves an Underdog: Winning Without a Launch