Award: EFFECTIVENESS \ E01. Best Brand Collaboration (NEW)

In a market flooded with shallow IP tie-ins, Mizone+ Electrolytes set out to prove that the strongest partnerships do not borrow attention, they earn belonging. The brand partnered with Genshin Impact, a long-running game universe with an intensely participatory fan culture where authenticity is non-negotiable.

Rather than treating the IP as decoration, the collaboration was built as co-creation, aligning electrolyte replenishment with the IP’s internal logic and fandom behaviours. The product became the story, using design and interactive mechanics to bridge in-game meaning with real-world use, then letting fans carry it through their own content and community rituals. The result was a collaboration that protected IP trust while accelerating trial and conversion for the brand.