Born licensing wins at the 2018 international licensing awards
Born Licensing has scooped an award for ‘Best Licensed Promotion’ at the 2018 International Licensing Awards!
We’re delighted to have been awarded a ‘Best Licensed Promotion’ award for a recent campaign that we really enjoyed working on.
The ‘Best Licensed Promotion’ was awarded to use for the ‘EPIC’ MoneySuperMarket advertising campaigns that launched in the UK and starred He-Man and Skeletor, one of which paid homage to the iconic Dirty Dancing movie.
Our owner and director, David Born, accepted the award on behalf of all parties, including the Rights Holders of the iconic characters and movie, Mattel and Lionsgate.
The awards, hosted by The International Licensing Industry Merchandisers’ Association, honoured the best licensed products and programs from around the globe. It was an honour to be part of such a fantastic event.
“This was an outstanding year for the LIMA Awards program. Not only did we receive a record 700 submissions, but 42% of nominees originated from outside the U.S.”, says Charles Riotto, President of LIMA. “Tonight’s winners truly exemplify the very best of our global industry. They are innovative leaders in their respective categories and across the licensing landscape.”
The Winning Campaign
The winning campaign was for MoneySuperMarket and featured both He-Man and Skeletor. The final campaign launched in March with ‘Epic Skeletor’ dancing in the street to Irena Cara’s ‘Fame’.
You can read more about the work we did on this campaign here.
The campaign was so successful that the team reunited to take things to the next level. Creative juices were flowing and led to the He-Man and Skeletor paying homage to one of the nation’s favourite movies, Dirty Dancing, including the ‘Epic Lift’.
The campaigns were a huge hit with consumers as well as advertising industry leaders. They sent social media into a frenzy, with #EpicSkeletor and #MoneySuperMarket trending across the country multiple times. Mentions of MoneySuperMarket went from 100 tweets a day to 35,000 an hour, and to top it off, MoneySuperMarket’s revenue increased by 6%.
Both campaigns were voted Ad of the Day and Ad of the Week in a range of advertising industry publications and were in the top 2% of the most engaging advertising campaigns in history according to Millward Brown.
Not only did the creative direction and EPIC concept touch the hearts of the nation, the costumes and attention to detail when it came to recreating these iconic characters was incredible.
HOW SKELETOR AND HE-MAN CAME TO LIFE
We are very proud to have won, but also humbled to have been up against such talented competition!
The ‘Best Licensed Promotion’ category was bursting with heavy competition:
Angry Birds Debit Card at China Merchandise Bank - Rovio (Shanghai) Commerce and Trading Co., Ltd
Masters of the Universe and Dirty Dancing - Mattel and Lionsgate / Born Licensing
Murder on the Orient Express & Godiva - Twentieth Century Fox Licensing & Merchandising / Sinerji Reklam Danismanlik Pazarlama Ve Dis Ticaret Ltd. Sti.
Octonauts Swimming Programme - Silvergate Media
The Lapins Cretins (Raving Rabbids) / Carrefour Ubisoft / CPLG France
Paramount Pictures’ ‘Tranformers: The Last Knight’ in partnership with Coca-Cola. China Paramount Pictures & Coca-Cola China
Full list of winners:
Licensed Program
Art/Design: The Very Hungry Caterpillar / The World of Eric Carle from Eric Carle Studio / The Joester Loria Group
Celebrity/Fashion: Dear Drew by Barrymore Brands / CAA-GBG
Character/Toy Brand: L.O.L. Surprise! by MGA Entertainment
Corporate Brand: Pantone by Pantone / Brand Central
Digital: Emoji by The Emoji Company / Global Merchandising Services
Film/Television/Entertainment (Animated): Rick & Morty by Adult Swim and Cartoon Network
Film/Television/Entertainment (Live Action): JoJo Siwa by Nickelodeon
Food and Beverage/Restaurant: Guiness by Diageo / Beanstalk
Sports: WWE by WWE
Licensed Promotion: Masters of the Universe & Dirty Dancing from Mattel and Lionsgate / Born Licensing
Location-Based or Experiential Initiative: National Geographic Encounter by National Geographic
Retailer: Spirit Halloween for Stranger Things
Licensed Products
Apparel/Footwear/Accessories: Vans for Peanuts footwear, apparel and accessories
Appliances/Automotive/Electronics/Hardware/Housewares/Paint: Broil Chef for Star Wars Tie Fighter Gas Grill
Digital (Apps, Software, Video): Amazon for ‘Sesame Street’ Alexa Skill
Food/Beverage: Brand & vision for ‘Sesamstrasse’ (Sesame Street) organic food range
Health and Beauty Aids: Sally Hansen for Crayola Insta-Dry nail colour collection
Home Decor (Domestics, Furniture, Giftware, Textiles): Jay Franco and Sons for ‘Minecraft’ home collection
Publishing/Social Expression/Back-to-School: Lovepop for Beatles pop-up cards
Toys/Games/Novelties/Role Play (0-12): Cra-Z-Art for Nickelodeon Slime kits
Toys/Games/Novelties/Role Play (13+): The LEGO Group for LEGO Star Wars BB-8 - 75187
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