Nominees Category: 2025

Entering Vietnam’s crowded ad tech market late, Yandex Ads faced entrenched giants like Meta, Google, and TikTok. Instead of playing catch-up, we redefined the conversation, identifying a crucial gap: Vietnamese app developers lacked tailored monetization strategies.

Our research-driven approach launched The Future of Monetization, providing industry-first insights that became the foundation for thought leadership, media engagement, and direct industry activation. Through targeted content, media partnerships, and Monetization Meetups, we positioned Yandex Ads as the go-to authority.

The result? #2 Share of Voice in just one year, 11.5M impressions, and a successful market expansion into Thailand. Yandex Ads didn’t just join the conversation, it led it.

AI RAP Business Card : MY PUNCHLINE
BREAK HIERARCHY AND COMMUNICATE! Updating internal communication with generative AI

Promoting employee engagement in Japan, a country with the world’s lowest level of employee engagement. We focused on the “business card”. By simply entering a profile and uploading a photo, an “AI RAP Business Card” is generated that sings a rap song to introduce itself. The business card was transformed into a communication tool and introduced at the “entrance ceremony”, the most memorable event for new employees. All new employees interacted with “AI RAP Business Cards”, and new employees exchanged business cards with the president for the first time. As a result, the program succeeded in fostering employee attachment from day one, with 94.1 of those who responded to the survey feeling a sense of affinity with the president. The program was reported in many media outlets as a new way of engagement.

For 87 years, Colgate-Palmolive has been at the forefront of Oral Health in India, bringing the best-in-class products while consistently leading efforts to make it more accessible.
To elevate India’s Oral Health, the transformative Oral Health Movement was launched in November 2024, to encourage Indians to prioritise their Oral Health and bridge the gap between awareness and accessibility.
This was led by a WhatsApp-based AI tool created to simplify dental screenings, along with collaborations with the Indian Dentist Association and Network18. Further, a multi-fold marketing campaign with ads and on-ground screenings at key locations, including Indian Railways stations, corporate offices and the Mahakumbh, amplified the initiative.
Through this Movement, 4.4 million Indians engaged with the tool. With a sustained media outreach exercise, nearly 300 stories were published nationwide with an estimated reach of 156 million. Digitally, 3.64 million total impressions were recorded with an average engagement rate of 8.12%.

To urgently boost viewership and coverage of women’s rugby in New Zealand, 2degrees Mobile created the world’s first live sports final, built for TikTok. Shot in vertical video with native TikTok features, it gave fans a way to engage with the final like never before. Rather than just reformatting a TV broadcast for social, this production was fully bespoke for TikTok – shot in vertical video with native TikTok features, it gave fans a way to engage with the final like never. We supported the final with teaser content and players media appearances. This led to a 34% increase in viewership by the final whistle. This helped to safeguard the future of women’s rugby in New Zealand and transform how sports can be broadcast.

For the first time in AFL history, fans would have to pay for a Kayo subscription to watch Saturday night footy. Kayo faced two major challenges: mitigate negativity and drive subscriptions.

The only way to shift this sentiment was to create a positive conversation about Kayo’s new Saturday night offering.

We turned to the game’s most iconic player and notorious non-talker: Dusty Martin.

With one strategically leaked paparazzi photo of Dusty meeting key Kayo execs at a cafe, we teased the unthinkable. Dustin Martin, the mystery man of the AFL, joining the commentary team.

As the media sat captivated by debates of Dustin in the media, we decided to publicly ‘fire’ him and announce a nationwide competition to give one ordinary Aussie the chance to join our Saturday commentary team instead. Without a word spoken, we created a PR frenzy, with Kayo and its new AFL offering at the center.

adidas faced a challenge in China: OG runners already knew and trusted ADIZERO, but younger runners were drifting toward flashier, hype-driven brands. From Record to Record tapped into the credibility of the OGs to spark emotional relevance with a new generation. Instead of launching shiny new shoes, we launched worn ones—building a glowing tower from 674 donated ADIZERO pairs, each carrying visible proof of personal progress.
By spotlighting elite records and everyday breakthroughs, we turned product loyalty into brand love. The results: 300M+ media impressions, 600M+ social and influencer impressions, 36M+ topic views on RED, 6,000+ pieces of UGC in just two days, 280K+ engagements, and a 72% authenticity rating from surveyed runners.
This wasn’t just a product drop. It was a brand reset powered by the very community that built its legacy.