winner
McDonald's and IW Group
mcdonalds lunaverse
Hello, Usagi-san! The campaign will see fireworks go off from San Francisco to Singapore, celebrating Chinese New Year in a way that resonates with Asian consumers, introducing age-old traditions to mainstream audiences, and leveraging technology in shocking ways. did.
Featuring all of Web3's latest innovations, including AI, augmented reality, virtual reality, and the Metaverse, to bring the theme of joy and togetherness to life, we invite fans to join our global New Year's party both online and in real life. I encouraged it.
The main target audience included Asian Gen Z and young Millennials.
The China, Korea, and Vietnam segments also connected with cross-cultural audiences and early adopters of the technology. The campaign used Web3 tools to encourage everyone to join the party as we bid farewell to the Year of the Tiger and welcome the Year of the Rabbit.
McDonald's has partnered with award-winning digital content creator and Web3 expert Karen X Cheng. This was her first brand collaboration that recognized her Chinese-American heritage. Tactics included AI-powered TV commercials, Metaverse worlds, and interactive AR filters.
The campaign was one of McDonald's most successful multicultural initiatives, strengthening engagement with AAPI communities in the U.S. and around the world. And it has increased the brand's popularity among his Gen Z QSR customers.
The judges filled their comment sheets with words of praise such as “beautiful,” “wonderful,” and “brilliant.” One person said: “This is a fantastic, cohesive, genuine and genuine campaign.”
Honorable mention
Dove (Unilever) and Ogilvy PR
black hair is professional
Research shows that companies discriminate against black people with natural hair, with recruiters and hiring managers 2.5 times more likely to label black women as “unprofessional.” Dove is on a mission to end this bias and discrimination, and her CROWN Act, which has now been adopted in 24 states, is helping. But to reach all 50 states and raise awareness in the Black community, this partnership with LinkedIn quickly became Dove's most successful campaign, generating 7 million views in his first two weeks. I did.
