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29 March 2018

MediaCom leads Festival of Media Global Awards 2018 shortlist

   



WPP’s MediaCom – just days after topping the Gunn Media 100 report – has dominated the Festival of Media Global Awards 2018 shortlist, with an impressive 53 entries.

PHD Worldwide takes the second spot with 41 and OMD completes the top three with 27 entries across the Media, Content and Insight & Technology categories.

MediaCom’s success is in part explained by an remarkable effort by MediaCom Israel, with 11 shortlisted entries. Other individual agency offices of note are MediaCom UK and Touché! Canada with 10 entries each and Mindshare China with nine – giving the top four a real global flavour.

In fact, out of 53 entering countries 38 made it into the shortlist with the UK leading the way on 50 entries, while the US and China boast 32 and 22, respectively.

What it also means is the competition to win the title of Media Group of the Year promises to be an intriguing battle between GroupM (84 entries) and Omnicom Media Group (71 entries).

From an advertiser perspective P&G is out front with 23 shortlisted, while in second spot is Unilever (17) followed by GSK (nine).

The winners will be decided by the Festival of Media Global Awards final jury who will be presiding over the shortlisted campaigns in Rome from May 12-13. The illustrious panels – for the first time there are three - will be headed by Jonathan Halvorson, Global VP, Media, Digital & Data, Mondelez International, Nadine McHugh, SVP Omni Media, Strategic Investments and Creative Solutions, L'Oréal and George Webster, EMEA Content Marketing Lead at HP.

The winners will be revealed on the evening of May 14 as part of the Festival of Media Global conference at the Rome Cavalieri, Rome, Italy. More information about the conference and how to book your ticket can be found here.

[Note from Cream Ed: Click through to view the full case studies]

Festival of Media Global Awards 2018 shortlist

CONTENT

Best Branded Content in digital channels

#BEHEARD - AJ Fight of the Century (Beats by Dre / Havas Media Group – UK)
2018 Goals: Spotify Global Holiday Campaign (Spotify / UM – US)
Connecting Cultures (Star Alliance / Wavemaker – UK)
Every touch is one step forward (One Touch / J3 – UAE)
HPE Yeasayers Game (HPE / The Economist Group – UK)
JLR - The Discovery Adventures (Discovery / Mindshare – US)
Mountain Dew League (Mountain Dew / OMD – US)
Old Navy Back to School (Old Navy / PHD – US)
Puck Cook with Her (Puck / Arla Foods – UAE)
Rexona's Data-driven Drama Resolves a Social Stench (Rexona Men / PHD – Hong Kong)
The Joy Index (Bank of America / 23 Stories – US)
The Secret Life of Cyclists (HSBC UK British Cycling / Mindshare – UK)
Trust #KuwaTrue (Trust / MediaCom – Kenya)
War for The Planet Of The Apes, ‘Battle Of The Broadcasters’ (War for the Planet of the Apes / Mindshare – UK)

Best Branded Content in traditional / non-digital channels

#TraditioNeu – Media goes Creation (Paulaner Brewery / Mediaplus – Germany)
“I’m Just Trying to Watch The Game!” – Spider-Man: Homecoming & the NBA Finals (Sony Pictures Entertainment / UM – US)
Beautiful Lengths (Pantene / MediaCom – Israel)
Continuity Bat (The LEGO Batman Movie / PHD – UK)
Google Home for the Holidays (Google Home / PHD – US)
Got Next - High School Basketball League (Nike Basketball / Mindshare – China)
Oops (O2 / Forward – UK)
P&G My Black is Beautiful | The Talk (P&G / Hearts & Science – US)
The Iconic Scene (Beauty & the Beast / OMD – Germany)
War for The Planet Of The Apes, ‘Battle Of The Broadcasters’ (War for the Planet of the Apes / Mindshare – UK) 

Best Influencer Campaign

#LIFEINHEL (Helsinki Airport / Dagmar Ltd – Finland)
Echoes of Vietnam (Bank of America – US)
In Romania, Winter is NOT Coming (KFC / UM – Romania)
Is it okay for guys? (Lynx (Axe) / PHD – UK)
Magnum - Unleash Your Wild Side (Magnum Ice Cream / Mindshare – India)
Neighborhood of Good (State Farm / OMD – US)
Noticias Como Arroz (Arroz Diana / MediaCom – Colombia)
Romania's Next Big Vlogger (Coca-Cola / UM – Romania)
Shell Brand Gravity Light & Bedtime stories (Shell Brand / MediaCom – UK)
SKODA x Handsome Dancer “CoinciDance” Campaign (SKODA / PHD – Taiwan)

Best Use of Content 

24-Hour Doctor (Lifebuoy / PHD – China)
Batman Barges In (The LEGO Batman Movie / PHD – UK)
Connecting Cultures (Star Alliance / Wavemaker – UK)
Just Another Day (Age UK / Manning Gottlieb OMD – UK)
Lady Prieta (Cerveza Victoria / MediaCom Beyond Advertising – Mexico)
Lifebuoy Agents of change (Lifebuoy / Mindshare – India)
Live from Inside the Human Body (Cancer Research UK / MediaCom – UK)
P&G My Black is Beautiful | The Talk (P&G / Hearts & Science – US)
Storytelling is in our DNA (Ancestry DNA Testing Kits / OMD – Australia)
War for The Planet Of The Apes, ‘Battle Of The Broadcasters’ (War for the Planet of the Apes / Mindshare – UK)
Wiggle While You Brush With Macleans (Macleans / PHD Media – Australia)

Best Use of Live Streaming

If it’s not fun, why do it? (Ben and Jerry’s / PHD – Australia)
Live from Inside the Human Body (Cancer Research UK / MediaCom – UK)
Mastercard @ Festival of Speed - Supercharging Distribution (Goodwood Road & Racing / Engage Digital Partners – UK)
Mountain Dew League (Mountain Dew / OMD – US)
My Little Pony: The Movie LIVE Streaming Event (My Little Pony: The Movie / AvatarLabs – US)
The Luckiest Media Campaign Ever (Lotto 6/49 / Sid Lee Media – Canada)
Totenflak - Grow your own potato chips (Totenflak / OMD – Norway)


INSIGHT & TECHNOLOGY

Best Use of AR / VR Technology

A Sedan Re-Imagined (Audi / Touché! – Canada)
DEW x AMC’s The Walking Dead Encounter (Mountain Dew / OMD/The Content Collective – US)
Fanta: The 13th Floor (Fanta / MediaCom – UK)
Hijacked Highway (Sodimac Homecenter / McCann – Peru)
Jaguar Land Rover’s web-based AR campaign (Land Rover / Blippar – US)
React To Shamers (Always / MediaCom – Israel)
The App That Made Milk Carton Sing! (Quebec Milk Producers / Touché! – Canada)
The Lenz (Telekom Electronic Beats / MediaCom – Germany)

Best Use of Data & Insight Award

24-Hour Doctor (Lifebuoy / PHD – China)
Evolution (Which? Magazine / Brainlabs – UK)
Crossing Screens and Driving Sales (Dodge Charger & Dodge Challenger / Cadreon – US)
Crushing the biggest shopping day on the planet (Uniqlo / Mindshare – China)
Data vs Car (VIA Rail Canada / Touché! – Canada)
Fill the gaps! (K&H / OMD – Hungary)
How econometrics forged a new pizza moment frontier (Domino’s Pizza / Arena Media – UK)
Is it okay for guys? (Lynx (Axe) / PHD – UK)
The Chronicles of Oufa (Eqyptian Gulf Bank / Initiative – Egypt)
Theraflu Flu Tracker (Theraflu / MediaCom – Russian Federation)
Toyota - We Choose Hybrid (Toyota / The&Partnership – UK)
Trimester targeting with Huggies (Huggies / Mindshare – China)
Winning Double 11 with System Search for SKII (SK II / MediaCom – China)

Best Use of Gamification

Alien: Covenant - The Fear Factor (21st Century Fox / Vizeum – US)
HPE Yeasayers Game (HPE / The Economist Group – UK)
LetOutTheSour (Skittles / MediaCom – Saudi Arabia)
Sunlight Smart Water Saver Game (Sunlight / Digitata Insights – South Africa)
Tour de Tech (Braintree / Havas Media – UK)
Turning KFC into Gamers Playground (KFC / Mindshare – China)

Best Use of Geo-Location

American Airlines: Brand Campaign (American Airlines / MediaCom – UK)
Beautiful Lengths (Pantene / MediaCom – Israel)
Brainlabs & Deliveroo (Deliveroo / Brainlabs – UK)
Data vs Car (VIA Rail Canada / Touché! – Canada)
Reactine Pollen Alert (Reactine / UM – Canada)
The Parking Space Search Feature. Live Premiere in Berlin (BMW / Mediaplus – Germany)
Theraflu Flu Tracker (Theraflu / MediaCom – Russian Federation)

Best Use of Mobile

American Airlines: Brand Campaign (American Airlines / MediaCom – UK)
Campaign That Saved 2500 Lives (Softlogic Life / Mindshare – Sri Lanka)
Coca Cola No Sugar (Coca Cola No Sugar / UM – Australia)
Fill Up with Britain's No.1 Performance Fuel (Shell / MediaCom – UK)
Pocket Dentist (Colgate / Red Fuse Communications – India)
Shake it up, you're in charge (FANTA / UM – Australia)
The App That Made Milk Carton Sing! (Quebec Milk Producers / Touché! – Canada)
The Lenz (Telekom Electronic Beats / MediaCom – Germany)

Best Use of Programmatic

Aeromexico what matters most. (Aeroméxico / UM – Mexico)
Double 11 goes Global (TMall / Wavemaker – Hong Kong)
The Ultimate Data Machine (BMW / Cadreon – US)
The VW In-market Project (Volkswagen / OMD – Denmark)
Thomson Cruise Programmatic OOH (Thomson / MediaCom – UK)
Trimester targeting with Huggies (Huggies / Mindshare – China)
When a cultural icon makes a comeback (Raspatito / Initiative – Mexico)

Best Use of Technology 

Amazon Echo - The World's First Alexa-Powered Ad (Amazon Echo / Initiative – UK)
BabyFace (Gillette / MediaCom – Israel)
Race TV (Magyar Telekom / Wavemaker – Hungary)
React To Shamers (Always / MediaCom – Israel)
Safety On The Road (Shell Helix / MediaCom – Malaysia)
The App That Made Milk Carton Sing! (Quebec Milk Producers / Touché! – Canada)
The Prison Rat That Stole Number 1 (Foxtel / Mindshare – Australia)
Theraflu Flu Tracker (Theraflu / MediaCom – Russian Federation)

Effective Use of e-Commerce

Crushing the biggest shopping day on the planet (Uniqlo / Mindshare – China)
Euphoria Marketing (Sport Chek / Touché! – Canada)
Leveraging e-commerce and e-marketing for brand building (Bai / Amazon Media Group – US)
Seat Prime Day Amazon (SEAT – France)
The Secret to Success is... Timing (Royal Mint – Bullion / Manning Gottlieb OMD – UK)
Trimester targeting with Huggies (Huggies / Mindshare – China)
Winning Double 11 with System Search for SKII (SK II / MediaCom – China)


MEDIA

Best Communications Strategy

Do Donken (McDonald’s / OMD – Sweden)
Embrace The Extraordinary With OMO (OMO / PHD – China)
Fill the gaps! (K&H / OMD – Hungary)
Friends Again (Bank of America – US)
H&S #RoadWarriors: Beating Heat, Sweat and Pollution! (Head & Shoulders / MediaCom – Indonesia)
I Don't Roll On Shabbos (Gillette / MediaCom – Israel)
Kissan Tiffin Time Table (Kissan Ketchup / Mindshare – India)
MailChimp Did You Mean? (MailChimp / PHD – US)
McDonald's Monopoly (McDonald’s / OMD – UK)
Turning a biscuit ad into a film (Arnotts / Y&R Engage – New Zealand)

Best Engagement Strategy

2018 Goals: Spotify Global Holiday Campaign (Spotify / UM – US)
24-Hour Doctor (Lifebuoy / PHD – China)
Anchor Milk Slams (Anchor Milk / MediaCom – New Zealand)
Anonymous (Cerveza Victoria / MediaCom Beyond Advertising – Mexico)
Build Australia (LEGO Architecture / UM – Australia)
Embrace The Extraordinary With OMO (OMO / PHD – China)
Even If You Don't Hear Me #IMSCREAMING (Peru 21 / McCann – Peru)
Google Home for the Holidays (Google Home / PHD – US)
Lady Prieta (Cerveza Victoria / MediaCom Beyond Advertising – Mexico)
Postmen of a New Era (McDonald’s / OMD – Portugal)
Pumpkin Spiced Latte (Pumpkin Spiced Latte / Manning Gottlieb OMD – UK)
Spark Santaline: One Phone Call, Two Magical Christmases (Spark / PHD – New Zealand)
The Chronicles of Oufa (Eqyptian Gulf Bank / Initiative – Egypt)

Best Event, Experiential or Sponsorship Campaign

Budweiser Goal-Synced Arena (Budweiser / UM – Canada)
Coca-Cola's Festival Bracelet (Coca-Cola / UM – Romania)
KB Band Academy (KB / PHD – Czech Republic)
Levi’s® Music Project (Levi’s / OMD – UK)
Mountain Dew League (Mountain Dew / OMD – US)
Nayi Soch: New Thinking (Star Plus / Mindshare – India)
React To Shamers (Always / MediaCom – Israel)
Romania's Next Big Vlogger (Coca-Cola / UM – Romania)

Best Launch Campaign

#OrgasmsForAll (Durex / Initiative Media – Germany)
Batman Barges In (The LEGO Batman Movie / PHD – UK)
Build Australia (LEGO Architecture / UM – Australia)
Her Story is Our Story: The Laws of Gilead (The Handmaid’s Tale / UM – US)
Lady Prieta (Cerveza Victoria / MediaCom Beyond Advertising – Mexico)
MailChimp Did You Mean? (MailChimp / PHD – US)
The Iconic Scene (Beauty & the Beast / OMD – Germany)
When a cultural icon makes a comeback (Raspatito / Initiative – Mexico)
Wonder, Choose Kind (Wonder / OMD – Australia)

Best Local Execution of a Global Brand

“I’m Sorry, Mom” (a Song of Forgiveness) (Pantene & Downy / MediaCom – Indonesia)
Build Australia (LEGO Architecture / UM – Australia)
Dare to Fail (Unity Media / OMD – Germany)
Embrace The Extraordinary With OMO (OMO / PHD – China)
Google Home for the Holidays (Google Home / PHD – US)
I Don't Roll On Shabbos (Gillette / MediaCom – Israel)
Is it okay for guys? (Lynx (Axe) / PHD – UK)
LetOutTheSour (Skittles / MediaCom – Saudi Arabia)

Best Multi-screen Campaign

#LIFEINHEL (Helsinki Airport / Dagmar Ltd – Finland)
#OrgasmsForAll (Durex / Initiative Media – Germany)
beIN BED Campaign (beIN SPORTS – US)
Empowering cycling fans: How CA and Eurosport pulled ahead of the pack (CA Technologies / Eurosport – UK)
Friends Again (Bank of America – US)
Make the Future (Shell / National Geographic – UK)
Ungli Uthao Paise Ko Jagao (Birla SunLife Mutual Funds / Mindshare – India)
Vicks #TouchOfCare (Vicks / MediaCom – India)

Best Use of Digital Media

Amazon Echo - The World's First Alexa-Powered Ad (Amazon Echo / Initiative – UK)
Crushing the biggest shopping day on the planet (Uniqlo / Mindshare – China)
Enerjisa- Save your Energy (Enerjisa / MediaCom – Turkey)
NIVEA MEN Active Energy Eleme Campaign (NIVEA / OMD – China)
Oh Henry! Oh Canada! (Oh Henry! / UM – Canada)
Rexona Soda Cirque (Rexona / Initiative – Argentina)
Spoiler-Mite: The Game of Thrones Spoiler Blocker from Marmite (Marmite / Mindshare – Sri Lanka)
The Flixonase Allergy Monitor (Flixonase / MediaCom – China)
The Joy Index (Bank of America / 23 Stories – US)
Trimester targeting with Huggies (Huggies / Mindshare – China) 

Best Use of Real-time Marketing

Data vs Car (VIA Rail Canada / Touché! – Canada)
How easyJet put context at the heart of its communication strategy to ‘win’ in the short haul airline sector (easyJet / OMD – UK)
REAL news, REAL trust, REAL time (The Economist / UM – UK)
ROMBOT (Rom / UM – Romania)
The Flixonase Allergy Monitor (Flixonase / MediaCom – China)
The Secret to Success is... Timing (Royal Mint Bullion / Manning Gottlieb OMD – UK)
Theraflu Flu Tracker (Theraflu / MediaCom – Russian Federation)

Best Use of Traditional or Ambient Media

A Christmas Flight (LATAM Airlines / Graphene – Argentina)
Beautiful Lengths (Pantene / MediaCom – Israel)
Coca-Cola's Festival Bracelet (Coca-Cola / UM – Romania)
Life Line (Agencia Nacional de Seguridad Vial / Havas Media – Colombia)
No Toilet No Wedding (Harpic / Initiative – India)
Rejoice AM/PM (Rejoice / MediaCom – Singapore)
Rin Play Pump (Rin Detergent Powder / Mindshare – India)
The Parking Space Search Feature. Live Premiere in Berlin (BMW / Mediaplus – Germany)
War for The Planet Of The Apes, ‘Battle Of The Broadcasters’ (War for the Planet of the Apes / Mindshare – UK)
Your Everyday Coach (Sports Experts / Touché! – Canada)

Collaboration Award

2018 Goals: Spotify Global Holiday Campaign (Spotify / UM – US)
24-Hour Doctor (Lifebuoy / PHD – China)
Live from Inside the Human Body (Cancer Research UK / MediaCom – UK)
McDonald´s Happy Meal- Book or Toy (McDonald’s / OMD – US)
P&G My Black is Beautiful | The Talk (P&G / Hearts & Science – US)
Snapchat for Music (Mobily / Initiative – Saudi Arabia)
The App That Made Milk Carton Sing! (Quebec Milk Producers / Touché! – Canada)
The Lenz (Telekom Electronic Beats / MediaCom – Germany)
Whisper #WingsToFly (Whisper / MediaCom – India)

Impact Awards

Beautiful Lengths (Pantene / MediaCom – Israel)
DB: Beer Bottle Sand (DB / PHD – New Zealand)
Don't Bottle it up (Topman X CALM / Havas International – UK)
Just Another Day (Age UK / Manning Gottlieb OMD – UK)
Pocket Dentist (Colgate / Red Fuse Communications – India)
Rin Play Pump (Rin Detergent Powder / Mindshare – India)
The Right Search (Libération / Initiative – France)
Whisper #WingsToFly (Whisper / MediaCom – India)

The Creative Use of Media Award

Coke loves local (Coca-Cola / UM – Serbia)
DB: Beer Bottle Sand (DB / PHD – New Zealand)
Gillette BabyFace (Gillette / MediaCom – Israel)
Homeless Commons (Arrels Fundació / Arena Media – Spain)
Nivea Men is Real (#NiveaMenesReal) (Nivea for Men / Deep Blue – Mexico)
O2 Oops (O2 / Havas – UK)
Rani Super Orange (Rani Float / UM – UAE)
The "Sensodyne Cool Tray" (Sensodyne / MediaCom – China)
Virgin Trains Loves Car Rage (Virgin Trains / Manning Gottlieb OMD – UK)

The Effectiveness Award 

Anmum You&B (Anmum / MediaCom – Hong Kong)
Food Love Stories (Tesco / MediaCom – UK)
Smart Search (Big Bazaar / MediaCom Communications – India)
Steal Your Boyfriend's Shampoo (Head & Shoulders / MediaCom – Poland)
Wiggle While You Brush With Macleans (Macleans / PHD Media – Australia)

 

SPECIAL AWARDS - FINALIST

Special Award - Best Adtech / MarTech Platform

The Addressable Content Engine (ACE) (UM – US)
AudienceReport (AudienceProject – Denmark)
Kia Lead Generation (Kia / Havas Media – Spain)
Launchpad for Mars (Mars Various / MediaCom – UK)
true[X] (true[X] – US)

Special Award - Brand Bravery Award

Even If You Don't Hear Me #IMSCREAMING (Peru 21 / McCann – Peru)
Gillette BabyFace (Gillette / MediaCom – Israel)
Lady Prieta (Cerveza Victoria / MediaCom Beyond Advertising – Mexico)
Oral B - Power To The Kids (Oral B / MediaCom – Israel)
The Right Search (Libération / Initiative – France)

Special Award - Inclusion Awards 

iotec embraces culture and diversity (iotec global – UK)
MediaCom UK (MediaCom – UK)
UM Inclusion Award Submission (UM – US)
Viacom Velocity International Inclusion (Viacom Velocity International – UK)

   



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