BORN LICENSING WINS AT THE 2022 LICENSING INTERNATIONAL EXCELLENCE AWARDS
Born Licensing scoops third award for Best Licensed Promotion!
We’re delighted to have been awarded Best Licensed Promotion for GEICO’s ‘Angry Bird Problem?’ campaign starring Angry Birds! The 30-second spot for the US insurance company premiered during the widely viewed 2021 Macy’s Thanksgiving Day parade – the first parade with spectators since 2019.
The winners of the 2022 Licensing International Excellence Awards were unveiled in Las Vegas in a ceremony that brought together industry executives from around the world to celebrate the best of the global licensing industry.
The 25 award winners were selected from 165 finalists from around the world. More than 800 entries were received, narrowed down by an expert global judging panel and voted on by members of the licensing industry at large.
Our Director, David Born, and Senior Licensing Executive, Amber Cheung, accepted the award on behalf of all parties. David Born commented: “I’m thrilled to have won this award for the third time and would like to thank everyone who voted for us. This really was a team effort so we’d like to share this award with the Licensee, GEICO, their creative agency, The Martin Agency, and of course the wonderful teams at Rovio Entertainment and IMG who were amazing partners throughout the process.”
The Winning Campaign
GEICO has a history of working with famous film and TV characters. For their 2021 ‘Bundling’ platform they had already worked with Disney’s Animal (‘There’s an Animal in the Attic’) and Hanna-Barbera Animation’s Yogi Bear (‘Yogi Bear Joins the BBQ’). For this latest spot they enlisted the help of everyone’s favourite flightless flock, Angry Birds, from the famous mobile game developed by Rovio Entertainment. Destroying pots and disturbing the neighbours, the feathered foes needed to be seen causing havoc to help show how GEICO makes insurance easy. Born Licensing were called on to reach out to Rovio and to use our extensive experience in this area to negotiate a license on behalf of The Martin Agency and GEICO.
Our expertise in licensing animation and entertainment IP for advertising campaigns allowed The Martin Agency to focus fully on production whilst relying on us to facilitate the license agreement and to manage the resource-heavy approvals process on their behalf. This campaign is a great example of bespoke animation being created for a project. Thanks to our experience in managing the approval process for large campaigns the process was smooth and straightforward. We’re thrilled with the outcome and can’t wait to see what characters GEICO has in store next….! Read the full case study for more information.
Born Licensing’s Award Hat-trick
It’s not the first time we’ve won Best Licensed Promotion at the International Licensing Awards. We’ve been nominated 5 times and have won 3 times! We pride ourselves as being the experts in licensing for advertising and so getting this recognition from the Licensing industry is a real honor for us. Take a look at our previous winning and nominated entries…
Winner of 2018 Best Licensed Promotion: MoneySuperMarket with He-Man and Skeletor
This 2-minute film by Monther London premiered in front of over 6 million viewers during The X Factor. It instantly went viral, trending across 3 different hashtags on Twitter. Within days it had generated over 27 million views. Moneysupermarket increased their mentions on Twitter from 100 a day to an incredible 35,000 an hour. It was voted the #7 ad of 2017 by Campaign, resulted in a 6% uplift in revenue for Moneysupermarket and was awarded both bronze and silver British Arrows. Read the full case study here.
Winner of 2021 Best Licensed Promotion: Direct Line with Teenage Mutant Ninja Turtles, RoboCop, and Bumblebee from Transformers
‘We’re on It’ by Saatchi & Saatchi for UK insurance company Direct Line launched in March 2020 with a world-first TV and VOD ad break takeover estimated to have reached 7.5 million people. The campaign was 20% more effective at driving sales compared to Direct Line’s previous campaign and won the prestigious Grand Prix award having delivered against all measures. Marketing mogul, Mark Ritson, applauded the campaign for understanding “the power of characters in unlocking branded recall” (Marketing Week, 11 March). Read the full case studies for Teenage Mutant Ninja Turtles, RoboCop, and Bumblebee.
Nominee for 2022 Best Licensed Promotion: Uber with SpongeBob SquarePants, Teenage Mutant Ninja Turtles, and Scooby-Doo
Halloween is always one of the busiest weekends for Uber. So, to celebrate in style, Uber decided to dress up their cars as famous vehicles from film and TV to create an impactful campaign that would get people talking about their brand. Born Licensing managed to secure three super fun and iconic vehicles for Uber’s ‘Famous Rides’ campaign in a very short period of time. The timing would have been a major barrier without our existing relationships and vast experience. We managed the entire licensing process from start to finish, including research and development, negotiation of commercial terms, the contractual process, invoicing, and the resource-heavy approval process. Read the full case study here.
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