The Award has been refreshed for 2022, to ensure it accurately reflects the current Media industry, and recognises the breadth of work that media agencies and specialists are engaging in.
The Media Lions are awarded to the most inspiring and innovative implementation of ideas – truly creative work with exceptional strategy, targeting and media execution.
Entries will need to demonstrate an inspiring and innovative implementation of media ideas; work which is enhanced and amplified by a game-changing channel strategy.
A number of criteria will be considered during judging and weighted as follows: 20% insight and idea, 30% media strategy and targeting; 30% media execution; 20% impact and results.
The same piece of work can be entered up to four times in Media. However, the same piece of work may only be entered once in ‘A. Media: Sectors’.
When Turkey withdrew from the Council of Europe Istanbul Convention, which prevents women from domestic violence, women who suffered from domestic violence reached out to authorities with numerous handwritten petitions describing their suffering and pleading for help. Unfortunately, they were ignored over and over again.
We Will Stop Femicide and TBWA/Istanbul faced the challenge of bringing awareness to the forefront of national consciousness. Their answer was to make these petitions big. Really big. So big they couldn’t possibly be ignored. Turning A4-sized petitions into giant, building-sized outdoors made them visible not only to bypassers but also to national media and masses.
The “I don’t want to die” outdoor became Turkey’s most shared and cult visual image in recent years. Invisible Petitions sparked a social movement and a visual motto for the masses.
Soaring electricity prices in parts of Africa saw 3 out of 5 informal beer outlets turn their fridges off to avoid the higher running costs, making cold beer harder to find.
Cold Tracker made use of real-time data and geo-located media targeting to convince beer outlet owners to keep their beer cold and show consumers where to find it too. Digital outdoor sites showed cold fridge leaderboards listing and promoted the outlets by name; street address and current fridge temperatures.
Using advertising to showcase the found data, Promis Johannesburg enhanced the Castle Lite brand experience for its consumers, allowing them to find their beer cold when arriving at a given destination.
If you would like to submit work into this year's Awards, please do get in touch with our Awards team - firstname.lastname@example.org to discuss how we can help with your entries.