[ad_1]
Drum OMG, Essence, OMD UK and Channel 4 won at The Drum Awards for Content 2022 in the Grand Prix, Best Multi-Channel Content Distribution Strategy, Best Branded Content Strategy and Campaign and Consumer Products or Services categories. Here, we find out more about what went into this successful campaign…
DrumOMG wins the Grand Prix at The Drum Awards for Content 2022 with Highlife
Reality shows are the most-watched UK programming. But, year after year, the casts look similar. For the launch of Pixel 6, a phone that accurately photographs the beauty of all skin tones with Real Tone, Drum OMG saw a chance to change that and drive consideration while demonstrating the brand’s values of progress.
The brief
After a few years without above-the-line marketing, Google wanted to drive awareness and consideration for Pixel with their target audience. First, DrumOMG needed to find a partner with a big enough platform and ambition to drive change that matched Google’s.
Enter Highlife, Britain’s first all-Black reality show saw Google and Channel 4 coming together in a fully integrated partnership championing Black representation and excellence in media.
The idea
A show was created that would change the face of mainstream culture, both in front of and behind the camera, increasing positive representation of Black Britain by creating a four-part reality show, Highlife, featuring a cast of ambitious, glamorous trendsetters.
The agency fused Pixel and Highlife in a fully integrated campaign, product placing the Pixel 6 in the show and creating a set of indents and contextual ads that aired in the ad breaks. In the indents, Black British comedy talent was asked questions about their lives and…
..
[ad_2]
