Havas Media Group Earns Three Wins in Adweek’s 2021 “Media Plan of the Year” Awards
Havas Media Group (HMG) has earned three wins in Adweek’s 20th annual “Media Plan of the Year” award program with three campaigns selected as “Best Cause Marketing Campaign Spending Less Than $1 Million,” “Best Use of Branded Content/Entertainment in Campaigns Spending Less Than $500,000,” and “Best Use of Voice.”
The winning campaigns were produced by HMG’s Brazil, Dubai and New York agencies and are honored as some of the industry’s most creative and effective global media plans of 2021:
- Best Cause Marketing Campaign Spending Less Than $1 Million: TIM, “The Awareness Keyboard: Detecting Racism One Keyboard at the Time.” HavasPlus Brazil partnered with telecom provider TIM to create the TIM Conscious Keyboard app, a mobile keyboard that alerts the user when a racially biased expression is used. The app educates the user about the history and then proposes a different word. This innovative campaign drove action and change, fueling new conversations about racism and language in the Brazilian market.
- Best Use of Branded Content/Entertainment in Campaigns Spending Less Than $500,000: LEGO, “LEGO – News Rebuilt.” To help its client Lego be associated with Saudi National Day, Havas Media Group Middle East rebuilt a prominent newspaper’s special 2020 National Day edition using hundreds of Lego pieces to recreate every article and advertisement. The Lego version was released within just four hours of the newspaper’s debut, driving social media and PR buzz and in store foot traffic.
- Best Use of Voice: BNY Mellon, “Podfast.” To connect directly with financially-minded listeners who typically listen to podcasts at increased speeds – “Podfasters” – Havas Media Group New York created the first-ever slowed down podcast ad for BNY Mellon. The slowed down spot broke through, gaining the attention of high performing, time crunched business leaders and improving BNY Mellon’s brand equity.
“Havas Media Group’s winning work shows that making the right connections in the right context with the right content, really generates effective, creative results,” said Greg James, Global Chief Strategy Officer, Havas Media Group. “These wins are a testament to our understanding of the most Meaningful Media that resonates with our client’s consumers and to a year of hard work from our teams around the world – well done!”
See Havas Media Group featured in Adweek’s 2021 Media Plan of the Year feature here.