PHD Italy won three gold awards at last night’s 2018 NC Digital Awards, including the prestigious Best Digital Media Agency award.
The Italy office beat out runners-up OMD and Havas Media Group to take home the gold in the Best Digital Media Agency category.
PHD also won two gold awards in the Digital Integrated Campaign and Food/Confectionery and Snacks categories for their work with Buondì Motta. Buondì has been the traditional Italian breakfast for over 60 years, but it had been losing relevance, appeal and ability to attract new customers.
PHD’s ‘L’Asteroide’ campaign aimed to raise awareness of the brand, particularly among young families. Across three live video spots online and on TV, they showed an extreme parody of the ‘ideal’ Italian family which is then decimated by the fall of an asteroid. To amplify the ironic and disruptive effect of the commercials, the campaign was complemented by a social editorial plan with interactive animated GIFs, where users could choose an object or character on which to drop the asteroid. More than 9 million families of digital experts and millennials (the main target) responded to the call to action.
See the full list of winners of the 2018 NC Digital Awards here.