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What are the limits of branded content? Don’t ask this year’s honorees. With a sharp focus on delivering entertainment and meaning, plus a deep knowledge of both their audience and their brands, these innovators expanded the boundaries of branded content—much to the delight of consumers.
Caio Giannella and Diego Oliveira
associate creative directors, Apple
Thinking different: Giannella and Oliveira were the AMV BBDO copywriter-art director pair behind an educational—and funny—campaign for feminine-hygiene brand Libresse called “Viva La Vulva” (the spot was set to Moby’s “Praise You”), which cleaned up at awards shows last year, winning a coveted D&AD Black Pencil for Direction.
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