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Media Idea

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

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The Last Performance

New Zealand is one of the most under-insured countries in the world for life insurance. To tackle this, we partnered up with NZ’s most popular ‘murder mystery’ TV show – The Brokenwood Mysteries. In an partnership that pushed the boundaries of what was possible with a media integration, we brought the murdered characters back from the dead for one last performance that challenged Kiwis to rethink preconceptions around life insurance. This inventive use of television, captured the attention of NZ and got the nation more interested in life insurance.


Brand: Partners Life
Client: Partners Life
Agency: Special Auckland
Language:

Trapped in the '90s

ABSOLUT Definition of Love was another installment in ABSOLUT All love is love creative platform which focused on support and advocacy for equal rights for LGBTI+ community in Slovakia - a very conservative and traditionalist country. With few weeks and limited budget the campaign managed to persuade Slovak Academy of Science to change the official definition of love in dictionary of contemporary slovak language to be more inclusive and tolerant towards same-sex couples from it´s original form where it statet that "love is a feeling towards opposite sex".


Brand: Home furniture & Decoration
Client: IKEA
Agency: McCann Spain
Language: English

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

2023_ap_2023_ss-mi009_hero_1 Pulsar N160 The (Un)Censored Ad
2023_ap_2023_ss-mi004_hero_1 Grab Turning Grab drivers into food marketers
2023_ap_2023_ss-vm009_hero_1 Grab Delivery Man
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