Content Marketing of the Year Finalists
Nike, Wieden & Kennedy Portland and Dirty Robber
In May 2017, Nike, Wieden & Kennedy and production company Dirty Robber issued a challenge to three of Nike athletes to run a marathon in under two hours. Documented over social media and later captured in a documentary, the ambitious "Breaking2" event garnered plenty of attention for the brand, although ultimately noone broke two hours: Eliud Kipchoge won the race in two hours and 25 seconds.
Ikea, BBH Singapore
Ikea and BBH Singapore gave 23-year-old "memory champion" Yanjaa Wintersoul a quirky challenge to help unveil the retailer's new catalog: memorizing all the obscure details in the book's 328 pages. Her amazing ability to remember what was on each page made her the official face of the 2018 Ikea catalog launch for the Singapore, Malaysia and Thailand markets, and she also appeared at a Facebook Live event.
Charged with reversing declining market share in South Africa, Absolut and VML teamed up with hip-hop star Khuli Chana to highlight how the vodka brand uses ingredients sourced from only one location in Sweden. Under the name "One Source," it created a recording of eight tracks featuring 10 African artists, a documentary series, a music video and live performances—and a Khuli Chana signature edition bottle. The music video reached No. 1 on iTunes in Africa and gained airplay on major news and music shows in Africa.
Rick Ross Buys Back the Block
Checkers and Rallys, Fitzco
In a campaign for fast food chains Checkers and Rallys, agency Fitzco enabled rap artist and entrepreneur Rick Ross to buy a Checkers in greater Miami, near where he grew up. A documentary style film, "Rick Ross Buys Back the Block," explored his connection to Checkers and his links to the area, showing him driving around his old haunts in Carol City. The campaign was covered in mainstream press—and contributed to a record sales year for the franchise.
The Atlantic, Wieden & Kennedy New York
The first brand campaign from The Atlantic in a decade examined America's political landscape in a nuanced and thought-provoking way. In a film by Wieden & Kennedy New York, directed by David Shane of O Positive, actor Michael K. Williams played four different versions of himself, each questioning the other about whether he can escape being typecast, raising topical issues ranging from race relations to the U.S. election.