Commercial or Film Campaign of the Year
Advertiser Loterias Y Apuestas Del Estado
Agency Leo Burnett (Madrid)
Last year, 'No Bigger Prize Than Sharing' sold more lottery tickets than ever before after six years decline. This year the heart-warming tale of 'Justino', a night guard in a mannequin factory, told in an animated short film plus social media stuff that won the Cannes Cyber Grand Prix 2016, capped that. Average Christmas lottery spend increased to an amazing $55.48 per Spaniard.
Print/Out of Home Ad or Campaign of the Year
Advertiser Microsoft Xbox
Agency McCann (London)
During the biggest game launch period in history (with outdoor preferred medium due to news, impact, target reach), X-Box turned an advertising channel into an entertainment channel. On Survival Billboard in central London, 8 gamers faced blizzards, downpours, harsh winds and searing heat – all controlled by the public via a live stream. The winner lasted 22 hours. Average dwell time was 8 minutes (vs. 8 seconds for a regular billboard).
Digital Ad or Campaign of the Year
All Gunns Blazing Ad or Campaign of the Year
Advertiser Burger King
Agency Y&R New Zealand (Auckland)
In August 2015, Burger King, in an open letter in traditional and social media, invited McDonald's to collaborate in the creation of a 'McWhopper' to celebrate Peace Day. Though McDonald's demured, this kicked off a media storm, generating $144m. free coverage, and, most interestingly, per McKinsey & Co – a 40% increase in UN Peace Day awareness.
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