Awards19th Apr 2024
EssenceMediacom tops Festival of Media Global Awards 2024 shortlist
EssenceMediacom, GroupM’s newest and largest agency, is the most shortlisted network at this year’s Festival of Media Global Awards, with 58 entries singled out as world-class.
Included in the total are seven nominations for 1982 Sprite, a campaign from China that turned a classic meme into reality with fine-wine-style executions, including a the first-ever live auction on Douyin (TikTok) and tastings of ‘vintage’ 1982 Sprite in shopping malls. The work also won two Golds and a Silver at the Festival of Media Asia Awards earlier this week.
The network’s work on Coca Cola’s Sprite brand was also recognised for three other campaigns: Heat Happens, which included bespoke executions across the globe, and Joke in a Bottle out of India, both of which were singled out in three categories, and The Coolest Music to Beat the Summer Heat in China, which was nominated in the Best Music Marketing Category.
The Coca Cola brand was also nominated for multiple awards with two campaigns in China – Coke Gives China’s Icons a Refreshing Break and Taste the Future – as well the Social Kitchen campaign in Thailand, combining to make a total of eight shortlists.
Among the other EssenceMediacom campaigns to score multiple shortlists are The Official Sponsor of Fans’ Hearts for Bayer’s Aspirin brand in the US, which was nominated five times, and Sky Broadband’s No Room for Abuse from the UK, which was shortlisted four times.
Ebay was another highly nominated brand, singled out for a total of eight shortlist places for work in both the UK and the US. The work included campaigns with the original supermodel Twiggy – which attracted a total of five shortlists – and its partnerships with Vogue and the Met Gala.
Other brands shortlisted for work included NBCU, KFC, Mars, EE, Paddy Power, TUI, UN Women, Google and Indeed. Six different markets contributed the network’s success.
“These shortlists demonstrate the power of our ideas to deliver breakthrough performances. Across a range of brands, we haven’t just built a single amazing campaign but a series of market-leading ideas that deliver breakthroughs across the New Communication Economy. We simply have a plethora of great ideas that, combined with data and tech, fuel great marketing solutions,” said Nick Lawson, EssenceMediacom’s Global CEO.
Category
Campaign
Brand
Country
Best Use of Out of Home
Barbie: Painting Australia PINK
Barbie
Australia
NEW: Best Campaign for a Holiday or Celebration
KFC: Xmas Media in July
KFC
Australia
Best Distribution and Amplification of Content
Launching a paper, to make driving safer
Department of Transport and Main Roads
Australia
Best Use of Print and Publishing
Launching a paper, to make driving safer
Department of Transport and Main Roads
Australia
Best Communications Strategy
1982 Sprite
Sprite
China
Best Engagement Strategy
1982 Sprite
Sprite
China
Best Integrated Campaign
1982 Sprite
Sprite
China
Best Use of Online
1982 Sprite
Sprite
China
Best Use of Social Media
1982 Sprite
Sprite
China
Best Viral Campaign
1982 Sprite
Sprite
China
The Creative Use of Media Award
1982 Sprite
Sprite
China
Best Communications Strategy
Coke Gives China's Icons a Refreshing Break
Coca-Cola
China
Best Use of Talent
Coke Gives China's Icons a Refreshing Break
Coca-Cola
China
Best Viral Campaign
Coke Gives China's Icons a Refreshing Break
Coca-Cola
China
Best Use of Audio
Cuixiangmi’s Journey from West to East
Cuixiangmi
China
Best Engagement Strategy
Jump into the Rainbow
Skittles
China
Best Use of Online
Snickers: The world's first Ultraman-themed Gaokao experience
Snickers
China
NEW: Best Campaign for an Awareness or Observance Day, Week or Month
Snickers: The world's first Ultraman-themed Gaokao experience
Snickers
China
Best Local Execution of a Global Brand
Taste the Future with Coca-Cola Creations Y3000
Coca-Cola
China
Best Use of Technology
Taste the Future with Coca-Cola Creations Y3000
Coca-Cola
China
NEW: Best Music Marketing Campaign
The Coolest Music to Beat the Summer Heat!
Sprite
China
Best Branded Content
Joke in a Bottle
Sprite
India
Best Campaign for a Local Brand
Joke in a Bottle
Sprite
India
Best Use of Mobile
Joke in a Bottle
Sprite
India
Best Distribution and Amplification of Content
Coke Recipe for Magic - Coke Kitchen
Coca-Cola
Thailand
Best ecommerce Campaign
Coke Recipe for Magic - Coke Kitchen
Coca-Cola
Thailand
Best Use of Real- Time Marketing
Coke Recipe for Magic - Coke Kitchen
Coca-Cola
Thailand
Best Branded Content
eBay Twiggy: Full Circle
eBay
United Kingdom
Best Local Execution of a Global Brand
eBay Twiggy: Full Circle
eBay
United Kingdom
The Creative Use of Media Award
eBay Twiggy: Full Circle
eBay
United Kingdom
Best Campaign led by Cause
EE: Stay Connected at Night
EE
United Kingdom
Best Use of Audio
Google Hum to Search
United Kingdom
Best Use of Sport
Paddy Power and the PDC World Darts championships
Paddy Power
United Kingdom
Best Event or Experiential Campaign
Sky Broadband No Room for Abuse
Sky
United Kingdom
Best Use of eSports or Gaming
Sky Broadband No Room for Abuse
Sky
United Kingdom
Collaboration Award
Sky Broadband No Room For Abuse
Sky
United Kingdom
The Bravery Award
Sky Broadband No Room for Abuse
Sky
United Kingdom
Best Distribution and Amplification of Content
Sprite - Heat Happens
Sprite
United Kingdom
Best Use of Data Award
Sprite - Heat Happens
Sprite
United Kingdom
Best Use of Real- Time Marketing
Sprite - Heat Happens
Sprite
United Kingdom
Best Branded Content
TUI World Cook
TUI
United Kingdom
Best Campaign led by Cause
UN Women: Turning Hard News into Hard Donations
United Nations
United Kingdom
Best Use of Print and Publishing
UN Women: Turning Hard News into Hard Donations
United Nations
United Kingdom
The Creative Use of Media Award
Adoptable Playlist
Pedigree
USA
Best Engagement Strategy
Aspirin The Official Sponsor of Fans' Hearts
Bayer Aspirin
USA
Best Integrated Campaign
Aspirin The Official Sponsor of Fans' Hearts
Bayer Aspirin
USA
Best Response Campaign
Aspirin The Official Sponsor of Fans' Hearts
Bayer Aspirin
USA
Best Use of Sport
Aspirin The Official Sponsor of Fans' Hearts
Bayer Aspirin
USA
NEW: Best Campaign for an Awareness or Observance Day, Week or Month
Aspirin The Official Sponsor of Fans' Hearts
Bayer Aspirin
USA
Best Campaign led by Cause
Changing the Game for Women's Sports
Ally
USA
Best Integrated Campaign
eBay in Vogue Fashion Campaign
eBay
USA
Collaboration Award
eBay in Vogue Fashion Campaign
eBay
USA
NEW: Best Music Marketing Campaign
Google Pixel RePresents
USA
Best Use of Audio
Job Jukebox
Indeed
USA
NEW: Best Music Marketing Campaign
Job Jukebox
Indeed
USA
Best Use of Real- Time Marketing
Met Gala Debut
eBay
USA
Best Use of Print and Publishing
Twiggy Full Circle
eBay
USA
Best Use of Talent
Twiggy Full Circle
eBay
USA