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Arts, Entertainment & Media Campaign of the Year


Gold
Campaign Title

#WhatsNext
Client

BBC Worldwide
Agency

Adhesive PR

BBC Worldwide wanted to generate excitement and awareness around the Australian launch of the new Foxtel subscription TV channel, BBC First. It wanted to engage with what it defined as culturally curious people aged 25 to 54, communicate the BBC’s values of bold storytelling, and bring to life the advertising strapline ‘What’s next?’.

Adhesive PR noted the need to create a platform that would be accessible to everyone, and provide a genuine news hook. The channel had low awareness, and there was no access to celebrity spokespeople to help raise interest. Unfazed by these challenges, the agency set out to develop a creative platform in line with the brand’s values, build a social audience and make the strapline famous.

In practice, this led to the creation of the world’s first crowdsourced Twitter drama, #WhatsNext, which was written in real-time by the public over the course of a week and curated by Gracie Otto, a leading filmmaker. Every evening, Twitter users were invited to contribute to a live, unfolding drama by leading the course of the plot and character development. The resulting drama was uploaded to a microsite the following morning, crediting the authors via their Twitter handle. The initiative was supported by paid elements on TV, Facebook and Twitter and community management throughout the campaign period.

With a relatively small budget and through an intelligent combination of earned, owned and paid media, the campaign reached 19 million Australians and generated 16,000 content views on the dedicated microsite.  

Silver
Campaign Title

DO THE REX: Durex Overcomes Sexual Paradox in India
Client

Reckitt Benckiser, India
Agency

Edelman India

Condoms are still an uncomfortable topic in India and are used by just 5 per cent of the population. While advertising is permitted, it tends to be unsubtle and embarrassing. Durex needed to find a way to change the conversation about sex. The brand wanted to remove the awkwardness surrounding its products and convey a serious message about safe sex that was also fun. Most of all, it wanted to give young Indians the chance to talk more openly and positively about sex while drawing attention to the brand. A further challenge in dealing with the media was a reluctance to mention specific brands directly.

The campaign’s target was young, urban people. At its centre was a provocative dance representative of the pleasure of sex featuring Bollywood star Ranveer Singh, which took the form of a digital music video. Edelman identified editors who would be supportive of the theme and gave them priority access to the video, which in turn emboldened smaller media companies to carry the conversation forward. Journalists were also given a behind-the-scenes look at the making of the video and the chance to interview Singh himself. News releases localised to lower tier markets ensured the campaign spread even beyond its target demographic.

The approach led to 16 full-page national stories in leading publications such as the Times of India, and the film drew 2.5 million views within its first month. The campaign not only popularised the Durex brand, but also played a role in removing the barriers to a very important discussion.

Bronze
Campaign Title

The Journey: Malaysia's Most Successful Movie of All Time
Client

Astro Malaysia
Agency

N/A

Box office movie revenue was in severe decline in Malaysia, having slumped 32 per cent in just two years to US$23.2 million. Pay TV operator Astro set out to address this challenge with the production of The Journey, a film it hoped would prove its theory that a completely local production with a cast of amateur talent could be successful at the box office. The aim was to attract a positive reception while making box office history. The film needed to appeal to Chinese and Indian Malaysians as well as ethnic Malays, and serve to bring society closer together.

The campaign around the film aimed to touch hearts and minds and inspire people from all backgrounds to go and have an unforgettable cinematic experience. A sustained year-long campaign incorporated a look at the conceptualisation of the movie, shooting, which drew audiences in the tens of thousands, profiles and feature stories of the actors, a nationwide tour and themed Chinese New Year initiatives.

The Journey came to set box office records, with sales of $4.7 million and 1.4 million admissions in the space of 56 days. As well as widespread positive media coverage and social media reception, the film won an ‘Outstanding Arts and Entertainment Award’ in the Malaysia Book of Records for the highest box office collection of all time.