CNN, Tastemade and ForwardPMX are Digiday Marketing and Advertising Awards Europe shortlisters
As an unprecedented health crisis has swept across the globe, shutting down businesses and impacting workflows, marketers and advertisers across Europe have been forced to communicate with consumers in unprecedented ways. But even as businesses have contracted and productions have become monumentally difficult, marketers and advertisers have found ways to keep the trains moving.
First, they’ve done so by hitting on the messages that resonate most with consumers — from women’s health to natural disasters to the well-being of frontline workers. But they’ve also had to master technical challenges, especially at a moment when traditional production has become harder and consumer attention has become fragmented across countless digital and social platforms.
Simply put, in 2020, data is still king. As targeting and advertising become more challenging, technological innovation is kicking into overdrive. The European marketers and advertisers that thrived most in 2020 were the ones that focused on what mattered to consumers — and did so with an analytical spirit.
Here are some highlights from the shortlist:
CNN International Commercial mastered in-housing
CNN International Commercial is shortlisted for Best Use of Video for their work with DHL on their 50th anniversary, Best Use of Native Advertising/Sponsored Content for their work with Vodafone and Best In-House Content/Brand Studio for the Create team.
A major luxury auto company tapped Create, the global brand studio for CNN International, to publish a variety of digital assets such as articles and video content. This was a particularly tough proposition, as the pandemic had shut down traditional productions. But Create single-handedly kept the campaign on-track, with the studio spearheading remote video conferencing to keep teams connected over the entire creative process.
But that wasn’t all. In a different partnership, with travel restrictions intensifying, Create kept production moving on a branded-content film focused on Korean fashion by working quickly to find a local team that could produce up to CNN’s standard while ensuring safety. Similarly, with the UK still in lockdown, the team also set about creating a film in partnership with a tourism organisation from afar.
In each case, Create mastered the art of keeping production up and running while in-person shoots were largely down and out — and doing so safely.
Tastemade and Castello took episodic content to a delectable new level
Tastemade and Castello — shortlisted for Best Use of Social, Best Branded Content Series (B2C) and Best Media Plan — amplified brand equity and awareness in equal measure across their projects. The cheese brand Castello turned to the digital media company to develop a bespoke, episodic series that depicted Castello as the ultimate foodie hack — a cheese with the ability to be reshaped and reinvented in a variety of ways, day after day after day.
Tastemade’s goal was to showcase Castello as an everyday indulgence. The partnership used storytelling and social media to masterfully execute that message — and to reach consumers across an expansive social media landscape. Moreover, the message was endlessly repurposable across the U.S., Europe and Australia — another major focus of the campaign.
ForwardPMX synthesized all the right data
Global agency ForwardPMX — shortlisted for Best Search Campaign and Best Use of Data for their work with the Tommy Hifiger brand, as well as Agency of the Year — combined insights and strategy across digital channels throughout the wider Tommy Hilfiger business.
The agency’s greatest innovation — and its heaviest lift — was the successful combination of multiple data sources. ForwardPMX accomplished its goal by turning to Stage, its own in-house tech platform, which imported data in every major format and enabled the agency to create custom reports and interactive dashboards. As a result of these innovations, Tommy Hilfiger gained a detailed view of multiple areas of ROI. It was a goal the brand had long been striving for.
Next up, the announcement of this year’s winners will take place on Thursday, December 3 at 2:30 p.m. GMT. Presented by MoPub, this announcement will take place virtually on our site. Register here to attend.
Best Brand/Influencer Collaboration
Digital Voices and Booking.com – Holiday Fund
Initiative Russia, Unilever Russia and Rexona – Generation Z chooses Rexona
Amazon, Johnson and Johnson, Aveeno and IMA – #GetSkinHealthy
Influencer and Fiverr
The Fifth and HUN Wines – The #HUNDREDSOCIETY
Green Cola and OneFifty – 21 Day Challenge
Best Use of Video
CNN International Commercial & DHL – DHL 50th Anniversary
Facebook UK, Sony Music UK, Columbia Records UK, Mark Ronson and Marriage – Pieces of Us
Outbrain & Elvie – Keeping Abreast of Women’s Health
Jungle Creations, The Wild, Camelot and The National Lottery Promotions Unit – The National Lottery Celebrates 25 Years
Best Use of Native Advertising/Sponsored Content
Mediahuis Brand Studio Belgium, Het Nieuwsblad and AXA Insurance – The Most Pleasant Municipality of Flanders
CNN International Commercial and Vodafone Business – Business Evolved
Schibsted Partnerstudio, Equinor, IUM and TRY
Schibsted Partnerstudio and Biltema – More Than Just Cars
Outbrain and Elvie – Keeping Abreast of Women’s Health
Best Use of Data
Unruly – The Peak-End Rule
The&Partnership and TalkTalk – Value Statement
ForwardPMX & Tommy Hilfiger
Kvantum Inc., Navigate Digital and Pizza Hut UK – £5 Favourites Too Good To Be True, But True
tmwi and MG – Mum vs Dad – who’s the better driver?
Nano Interactive & Carat
Most Effective/Measurable Campaign
Schibsted Partnerstudio & Biltema – More Than Just Cars
Kvantum Inc., Navigate Digital Pizza Hut UK – £5 Favourites Too Good To Be True, But True
Brand Movers and Santander Consumer Bank Denmark
Infectious Media and Marks & Spencer
The7stars and The Trade Desk – Great Western Railway
Mediahuis and Piano
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