Shortlisted 2021Media and Entertainment BrandPlaystationEntered by:MediaComPS5: 2020's biggest entertainment launchThe Challenge In a highly competitive entertainment landscape, success for PlayStation’s new PS5 console depended on creating a global launch that both celebrated gaming and transcended into wider popular culture.  Our objective was to drive preference against gaming competitors (Xbox) and create cultural impact that would [...]
Shortlisted 2021Technology & Telecoms BrandKasperskyEntered by:GyroLeading in enterprise cybersecurity with KasperskyThe Challenge Kaspersky is one of the largest cybersecurity brands in the world with sights set for growth in over 100 markets. With successes in the consumer category as the 5th largest global brand, they still faced many challenges in the B2B industry: Perceived as [...]
Shortlisted 2021Travel and Tourism BrandTourism AustraliaEntered by:UM SydneyLIVE from AusThe Challenge Bushfires, floods then a global pandemic had Australian tourism on its knees. We needed to reignite the dream for travel in Australia to provide hope to an industry in crisis by: Increasing Australia's intention to undertake domestic Australian travel. Facilitating international audiences to explore [...]
Shortlisted 2021Travel and Tourism BrandMarriott Bonvoy InternationalEntered by:Spark FoundryTrigger the escapeThe Challenge Marriott Bonvoy launched as a loyalty brand in 2019. As a company, Marriott has a range of hotels in it's portfolio including W hotels, The Ritz-Carlton and Sheraton, to name a few.  At the end of 2019, Marriott Bonvoy faced multiple challenges. Firstly, [...]
Shortlisted 2021Travel and Tourism BrandKaunastic routes Entered by:Kaunastic routesKaunas INThe Challenge Public Institution Kaunas IN creates favorable conditions for business, tourism, and international marketing development in Kaunas, Lithuania. Its activities contribute to improving the image of Kaunas city and developing tourism. In other words, Kaunas IN is the only official tourism sector nourishing organization for [...]
Shortlisted 2021Travel and Tourism BrandDepartment of Culture and Tourism - Abu DhabiEntered by:BBC Global NewsAbu Dhabi unwrappedThe Challenge The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) re-approached BBC Story Works, following two previous Abu Dhabi Unwrapped campaigns they had run on the BBC, with a challenge to position the city as [...]
Shortlisted 2021Technology and Telecoms BrandMicrosoftEntered by:CaratMicrosoft Teams for today, Teams for tomorrow, Teams for allThe Challenge At the start of the initial Microsoft Teams campaign launch in January 2020, our goal was to increase familiarity against our information workers audience. Whilst Microsoft Teams was available and in-market prior to launch, average daily usage and general [...]
Shortlisted 2021Technology & Telecoms BrandDeutsche TelekomEntered by:Mindshare Germany"What we do next": Celebrating Gen Z's online activismThe Challenge As telecommunication services become more competitive, it is vital for Telekom to continuously stay relevant and top-of-mind.  Among all age groups, Gen Z most represents the innovators and firstcomers in terms of connected technology; incidentally, the same audience [...]
Shortlisted 2021Luxury & Lifestyle BrandTriumphEntered by:WavemakerA triumph for TriumphThe Challenge Triumph Lingerie wanted to accelerate growth. Just like any other retail brands, they were challenged to act beyond brick and-mortar businesses and adapt to the ever-changing online landscape.  Triumph wanted to strengthen their (#1) position in the Taiwan market, but at the same time they [...]
Shortlisted 2021Luxury & Lifestyle BrandThe North FaceEntered by:PHD Global BusinessCREDITS:Bigger., Mongoose, 1000heads, Runner's World, 4running, Trails, Aktiv Laufen!, TrailRun, Like the Wind, StravaPower further, together - Launching a trail running shoe during a pandemic The Challenge The North Face was born out of a passion to help people explore the world. Then the pandemic happened. [...]