I had the pleasure of judging the Festival of Media awards which made a nice change to the usual Creative fare. The main difference is of course results and it was fantastic to be able to follow some of the campaigns from initial insight through to the results. It was also great to be sitting alongside clients in the jury panel who added a lot to the experience. Anyway there were actually some really great entries (I do hope that the Festival of Media become a prominent global media awards) and here are my pick of the bunch:
Condoms (Best Communications Strategy)
How the agency found an insight which completely changed the overall strategy to make a real difference in India to tackling the issue of condom usage
Reebok (Best use of mobile) –
Case study to show how Reebok used mobile to enter the phrase â€œYou got Rondoâ€™dâ€ into household vernacular
Gatorade (Best use of Gaming)
Gatorade integrated themselves into the game by creating a new feature which not only enhanced the game but felt really authentic. How gaming should be used.
Dove Pro-Age (Brand Bravery)
Dove found 11 amateur actors and then put a play together. Opened to rave reviews, was sold out and obtained significant press coverage
Haagen Dazs (Media Responsibility) -
Haagen Dazs created a new flavour (Honey) to highlight its natural flavours and campaign was focused on increasing awareness of the honey bee process
Dove Ugly Betty
Dove’s full integrated sponsorship of the Chinese version of Real Beauty. Case study tells a story of recognising and addressing local cultural issues to support a global campaign
Well done to Goodby Silverstein who picked up the runner up spot as Agency of the Year. The other social to pick up an award was Profero London (well done team) who showed how can use an insight and creativity to really drive performance with the Sun Expats campaign for HBOS. Also well done to Microsoft (who continue to sponsor our global events) who won Digital Media Owner of the Year.
Full list of campaign winners can be found here.
If you want to get a feel for main topics talked about at the conference, then go here. Also see earlier post on Chuck Porter’s talk which was excellent.
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