Amazon

Alexa loses her voice

• Raise awareness of the brand’s AI technology and its widely used virtual assistant voice as the key topic.

• Great use of celebrities with unique characters in scenarios to demonstrate the key product use cases and bring the celebrities’ well-recognized characters to life to add humor.

• Funny and engaging.

Burger king

Burn that ad

• Incentivize customers to interact and connect with the brand, through the use of AR technology and prominent media channels.

• Bold combat against the worldly known, ongoing competitor of the brand.

• Create buzz around the brand, prompting engagement with the marketing activity, the concept tying back to the brand’s key USP - ‘flame-grill’.

asio

The most interesting job interview

The Australian Secret Intelligence Service’s interactive test where the user’s aptness as a candidate is demonstrated

• Clear target audience with a transparent objective of the content set up front.

• Personalized outcome based on user engagement and input.

• Content puts the user in the real-life-like virtual scenario that builds a stronger user experience.

• Even if the user tests as an ‘inadequate’ agent talent, the organization has enhanced its awareness and consideration - ‘national security’ industry isn’t often considered as the default job sector.

P&G

Like a girl

• Awakening ad for society about an underlying social matter - unconscious bias.

• Using the true definition of ‘being a girl’, demonstrated by real girls, the content repositions the prominent phenomenon - ‘doing something like a girl’.

• Great association with the product promoted - female hygiene product. Although the product itself isn’t the key outtake of the ad, the subtle nod to the product upon the establishment of the ‘awareness’ of the issue and the brand’s role in the content, creates a strong positive association.