The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
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.
Client: Kraft Heinz
Agency: Goodby Silverstein & Partners
2022 GLOBAL GRAND
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.
Agency: 72andSunny Los Angeles
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.
Agency: Touché! Canada