Milo - Twisted Football

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ABOUT

Ogilvy & Mather 2013
 
Twisted Football
 Milo Cans Next Games provides a platform of self-expression for our youths. Through this initiative, we invite youths to create their own brand of sports. And by doing this, youths are encouraged to formulate ideas and opinions of their own. An online voting system by youths will judge the best game or sports suggestion. This will then be brought to life as the ‘next’ game in the MILO CANS NEXT GAMES series. A tournament will be held for the next new game. By doing so, MILO Cans not only redefines the way we view sports but also provides an in exhaustive channel for our youths to express themselves. Football hasn’t changed for centuries. The idea of giving it an overhaul is unthinkable, perhaps blasphemous to some. And while the powers to be are still mulling over goal-line technology, we decided to throw out the rules out the window and redefine what football is. Enter Twisted Football by MILO® Cans Next Games.This integrated campaign encompassing digital, on-ground activation, BTL and PR, aims to bring to life an entirely new sport to teens and make MILO relevant to them. Different goalposts, each with its own unique ‘twisted’ design, have been builtat football fields across the country.Scoring in the small space between the Twisted goalpost and the old goalpost counts as 2 goals.Scoring inside the usual goalpost counts only as 1 goal.On the Milo Cans Next Games Facebook page, teens can find where Twisted Football can be played. Fans will also be able to design their own twisted goalposts.The winning design will be built and eventually host the actual Twisted Football tournament. Football will never be the same again.  Awards Won Cannes 2013Silver - BRANDED CONTENT & ENTERTAINMENT, Best Use or Integration of Experiential EventsShortlist - DIRECT, Fast Moving Consumer Goods IPA Effectiveness Awards 2014Bronze (only 2 countries in Asia won) WARC 2014Gold - Asian Strategy 2013 EFFIES 2013Silver - Non-alcoholic beverages category Asian Marketing Effectiveness Awards 2014Bronze - Effectiveness, beverages non alcoholicShortlist - Most Effective Media Strategy: Branded ContentShortlist - Most Effective Media Strategy: Integrated Use Of Media Kancil 2014Gold - INTERGATEDGold - PROMO & ACTIVATION, Use of Stunts & Live AdvertisingGold - PROMO & ACTIVATION, Use of Social & DigitalGold - CYBER, Integrated Digital CampaignGold - CYBER, Use of Social MediaSilver - CYBER, Online AdsSilver - ENTERTAIMENT & BRANDED CONTENTSilver - OUTDOOR, AmbientBronze - DIRECT, Use Of Social & DigitalBronze - OUTDOOR, CampaignBronze - DESIGN, Open Single

Ogilvy & Mather 2013
 
Twisted Football
 
Milo Cans Next Games provides a platform of self-expression for our youths. Through this initiative, we invite youths
to create their own brand of sports. And by doing this, youths are encouraged to formulate ideas and opinions of their own.
An online voting system by youths will judge the best game or sports suggestion.
 
This will then be brought to life as the ‘next’ game in the MILO CANS NEXT GAMES series. A tournament will be held for the next new game. By doing so, MILO Cans not only redefines the way we view sports but also provides an in exhaustive channel for our youths to express themselves.
 
Football hasn’t changed for centuries. The idea of giving it an overhaul is unthinkable, perhaps blasphemous to some.
And while the powers to be are still mulling over goal-line technology, we decided to throw out the rules out the window
and redefine what football is.
 
Enter Twisted Football by MILO® Cans Next Games.
This integrated campaign encompassing digital, on-ground activation, BTL and PR, aims to bring to life an entirely new
sport to teens and 
make MILO relevant to them. Different goalposts, each with its own unique ‘twisted’ design, have been built
at football fields across the country.
Scoring in the small space between the Twisted goalpost and the old goalpost counts as 2 goals.
Scoring inside the usual goalpost counts only as 1 goal.
On the Milo Cans Next Games Facebook page, teens can find where Twisted Football can be played.
 
Fans will also be able to design their own twisted goalposts.
The winning design will be built and eventually host the actual Twisted Football tournament.
 
Football will never be the same again.
 
 
Awards Won
 
Cannes 2013
Silver - BRANDED CONTENT & ENTERTAINMENT, Best Use or Integration of Experiential Events
Shortlist - DIRECT, Fast Moving Consumer Goods
 
IPA Effectiveness Awards 2014
Bronze (only 2 countries in Asia won)
 
WARC 2014
Gold - Asian Strategy 2013
 
EFFIES 2013
Silver - Non-alcoholic beverages category
 
Asian Marketing Effectiveness Awards 2014
Bronze - Effectiveness, beverages non alcoholic
Shortlist - Most Effective Media Strategy: Branded Content
Shortlist - Most Effective Media Strategy: Integrated Use Of Media
 
Kancil 2014
Gold - INTERGATED
Gold - PROMO & ACTIVATION, Use of Stunts & Live AdvertisingGold - PROMO & ACTIVATION, Use of Social & Digital
Gold - CYBER, Integrated Digital CampaignGold - CYBER, Use of Social Media
Silver - CYBER, Online Ads
Silver - ENTERTAIMENT & BRANDED CONTENT
Silver - OUTDOOR, Ambient
Bronze - DIRECT, Use Of Social & Digital
Bronze - OUTDOOR, Campaign
Bronze - DESIGN, Open Single

CREDITS

Creator

Gavin Simpson

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