2016 Winners & Shortlists

Creative Execution

The Nada Instagram Puzzle was a purely technical creation. We started by creating the main account, which featured the scrambled visual split across the grid of the account. Then we created the tens of accounts that represented the subsequent tags in each square. When a user got to the first account, they would have to search for the square that would lead them to the account, which would be more “solved” than the previous one. As they moved from account to account, they would eventually be lead to the solved visual that revealed the new flavor.

We asked users to screenshot and upload their arrival to the solved account, using the hashtag we provided. This allowed us to gauge the interaction with the activation. As a result, hundreds of users uploaded their “solutions”, and several hundreds more followed the accounts, liking the singular photos along the way. In terms of awareness for the new flavor, it was evident in questions being raised on Instagram and the brand’s other social media platforms – requesting info on the flavor and its launch.

Nada Dairy was launching a new flavor, Pineapple Orange, in the market and wanted to create as much buzz as possible around it. The original brief was to use traditional media and social media, but they were open to initiatives of any kind in order to gain awareness. In a market that is saturated with FMCG products, it is always difficult to find new and exciting ways to present products that consumers are so used to seeing. The client wanted to appeal to millenials with this new flavor, so we decided to take the communication to them directly: Social Media. By using Instagram's platform and manipulating it in a unique way, and breaking the monotony of social media, we were able to attract the attention of the intended target by giving them a way to interact and engage with the brand in an unexpected way.