Media Idea

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

2023 GRAND

Self Check-out

Breast cancer checks are scary, so women procrastinate under the excuse of having no time, claiming they’ll do it ‘soon’. Now, women in UAE weren’t prioritizing 5 minutes to self-check but were spending over 60-minutes-a-day browsing e-commerce platforms. So, we created, “Self Check-out”, a first-of-its-kind self-check guide from K-Lynn, a lingerie retailer, hijacking women’s lingerie-buying experience, converting lingerie models into self-check teachers. We disrupted the e-commerce platform transforming the lingerie range on owned media channels into a self-check guide for women. A change in the e-commerce platform that drove change.

Brand: K-Lynn
Client: K-Lynn
Agency: Publicis Groupe - Leo Burnett Middle East (United Arab Emirates)
Language: English

2023 GOLD

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:

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

FINALISTS

Pulsar N160 The (Un)Censored Ad

Grab Turning Grab drivers into food marketers

Grab Delivery Man