Media Innovation - Existing Channels

This award showcases those who have the insight and creativity to change the way a particular media channel is consumed. 

2024 SILVER

Tubi Takes Viewers Down A Super Bowl Rabbit Hole

Tubi was a brand that virtually nobody knew about and whose revenue was stagnant. The only way to stand out in the streaming wars was to disrupt. So we disrupted the entire Super Bowl - creating one spot that told our brand’s distinctive point of view on content with no dialogue or celebrities, and another which in 15 seconds pranked a nation. Through disruption, Tubi became the top trending brand on Twitter, increased viewing time by 38%, almost doubled brand awareness, and drove successive quarters of record revenue growth.

Brand: Tubi
Client: Tubi
Tubi TV
Agency: Mischief @ No Fixed Address
Language: English

2021 GOLD

The Endless World of Air Max

As a brand facing significant disruption in their category, this campaign sought to re-establish Foot Locker as the authority in Nike Air Max, bringing sales back from other retail, direct channels, and secondary marketplaces. Tapping native behaviors of the sneakerhead subculture, we created an ever-evolving cultural hub on Google Slides, hosting events like livestreamed art sessions, Air Max Trivia, hidden prizes and more. The experience resulted in significant revenue growth vs 2019 despite projections of significant declines across the Nike Air Max category at Foot Locker.

Brand: Foot Locker
Client: Foot Locker
Agency: BBDO New York
Language: English

2021 GOLD

Swipe Night

Swiping on Tinder had become passive and mindless. We needed to give Gen Z a more meaningful reason to 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 your personality and are used to pool you with users who made similar choices. The activation was a true 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

FINALISTS

Frosted Flakes Tony the Tiger on Twitch: The First Mascot Turned Streamer

Hyundai Hyundai Questions Everything (Right Down to Its Media Buy)

Tide Tide #LaundryNight