The 7 most recent award-winning copywriting~

Many advertising awards have been announced recently, and we have also taken this opportunity to review some good cases that were born in 2022. Here we have listed some of the award-winning copywriting works. Let’s take a look.

When you recall 2022, what do you think of? Is it about sealing and releasing, or yin and yang? Perhaps you will also think of some good copywriting.

Recently, many advertising awards have been announced, and we have also taken this opportunity to review some good cases that were born in 2022. Here we have listed some of the award-winning copywriting works. Let’s take a look.

01

Live up to every reader

And every person who writes a book

——Jingdong Books

Digital English Award Grand Prize

Longxi Creative Award Grand Prize

Shanghai Advertising Award Copywriting Creativity Gold Award

…

※ Produced by: Qun Yushan

On World Book Day, a big book promotion, JD Books did not hold promotions as usual, but instead launched an "Ask You to Buy Books" campaign.

The advertisement allows two writers, Yu Hua and Yu Xiuhua, to appear in the same frame for the first time, making this CP that cannot even write two Yu characters become a pair, and also finding their own life paths in the two of them.

How do book-selling platforms subvert the old order? Is there a blue ocean in the red ocean? How can "World Book Day" be maintained?

Whoever can see the commonplace problems in them will find new levers for creative ideas.

Through this planning, Qun Yushan found a new entrance for JD Books, turning a phenomenon that no one had ever cared about into an event that everyone wanted to dig through, allowing the "dead books" to come back to life.

Excerpt from the ad copy:

Some people say that I live by "To Live"

This is interesting.

In fact, I am living well even without "To Live"

Therefore, "To Live" is not a must-read book for living.

Between the writer and the reader

There is only one way to wait

Either they meet on a narrow road, one is heartfelt, the other is lungful

Or don't even have to meet

So, I just love books as books

Rather than being a decoration on a bookshelf

I love books that are wrinkled.

Better than it looks new

I love you, and you will curse me after watching it.

Better than the false love I've never seen before

If you don't watch

Then return it to him openly.

Anyway, I don’t like watching Yu Hua

And Yu Xiuhua

02

The eldest brother is known as the Kongming Lantern, and he talks about life under the hawthorn tree.

——Under the Hawthorn Tree

Winners of Kuaishou's "Million-dollar Business Order" Creative Competition

※ Produced by: Great King and Small Country

In the Kuaishou Star "Million Business Orders" creative competition, the brand Shanzhashuxia has offered a prize of 1 million yuan. The judges (AdChina CEO Lao Bo, Qun Yushan Ma Xiaobo, director Zhang Dapeng, screenwriter Liu Shou, and self-media person Jiang Chacha) will select the best business order short video from the creators of "Kuaishou Star" and give out the million-yuan prize.

The final winner, "Da Jun Xiao Guo", used a dry sense of humor with Northeastern characteristics to tell the story of Da Jun Xiao Guo, a young man with a salary of 32,000 yuan, riding a "28-bar" from the Northeast to Sanya for vacation. The video had a joke every three steps and a laugh every five sentences, and incorporated the products of Under the Hawthorn Tree, winning unanimous recognition from the judges.

Ma Xiaobo, one of the judges, commented that they were playing a new type of advertising, which was different from the way of thinking of traditional advertisers. Although the prize money was 1 million, Xiaobo believed that the advertising value of the video could reach 4 million.

At present, the video has received more than 400,000 likes on Dajun Xiaoguo’s personal account, and the number of views on the entire network has reached tens of millions, not to mention the resource support provided by the Kuaishou platform. This wave of "Under the Hawthorn Tree" can be said to be a win.

03

Is Max a person's name or a dog's name?

Delete or send message?

Is it good to wash your hands more often?

——Burger King

London International Advertising Awards-Copywriting Gold Award

…

※ Produced by: DAVID Madrid

Burger King from Spain launched plant-based burgers and chicken nuggets more than a year ago, which confused many people: they taste and look like chicken, but they are not chicken.

In response to this phenomenon, Burger King simply launched an advertising campaign called "More Chaotic Times", which aims to express that in the post-COVID era, people are experiencing a lot of chaotic scenes in their hearts:

They always name their kids the same as their dogs, ask whether it’s good to wash your hands more often (it’s healthy but wastes water), whether they should send this message... and so on. It can be seen that foreigners also have a lot of mental fatigue.

Burger King uses these chaotic daily lives as an introduction to introduce the equally chaotic Burger King’s plant-based chicken - 100% chaos, 0% chicken.

The brand uses this "adding chaos to chaos" approach to call on people to face the chaos and find their most authentic thoughts in their hearts, so as to resolve the chaos and reduce mental exhaustion.

Is Max a boy's name or a dog's name?

Are you upset about this?

Is it bad to call a dog a boy?

Does Max care, or do his parents?

Is there chicken in this chicken sandwich?

If not, and I still like it, am I a vegetarian?

–

100% confused

0% chicken

Plant-based chicken nuggets

Is washing your hands more often good or bad?

Can this become a habit?

This is alcohol, right?

Drinking heavily

Is there a special group?

What's this?

Chicken? No.

Why are these chicken nuggets made from plants?

–

100% confused

0% chicken

Plant-Based Chicken Nuggets

Delete message or send message?

Should I send that message that I shouldn’t have sent?

Or did I send an inappropriate message that should have been deleted?

What's the best meme to address this situation?

Are these really plant-based chicken nuggets?

Why does it all look and taste like chicken nuggets?

–

100% confused

0% chicken

Plant-Based Chicken Nuggets

04

Don't get vaccinated

——Wilmore

London International Advertising Awards - Silver Award in Health Services Category

※ Produced by: BooneOakley Sherlock

As Omicron replaced Delta in late 2021, North Carolina's vaccination rates were declining. To promote the importance of vaccination, this mobile billboard began touring Charlotte, the state.

The story was covered by The Washington Post, The New York Times, and CNN, and received news coverage in more than 60 countries, with StarMed seeing a 22% increase in vaccine appointments in the week following the billboard’s release.

05

It really deserves more people to know

——Buy medicine on Meituan

2022 China Advertising and Marketing Awards-Grand Prize

※ Produced by: Shengjia

Meituan launched a 24-hour medicine buying service and approached Shengjia with the original intention of "creating a heartwarming story advertisement", but in the end it made a message notification without any story.

The reason is that excessive creative packaging may sometimes weaken the dissemination of the message itself.

Because this is news worth knowing for everyone, whether it is yourself, your family, relatives, friends or colleagues, you really need to know that you can buy medicine on Meituan 24 hours a day.

This case makes us reflect that perhaps sometimes we should let go of our obsession with creativity and return to the problem to be solved. This may be the beginning of a better idea.

Excerpt from the text:

–

We originally wanted to make a heartwarming story ad.

Let me tell you that Meituan has launched a 24-hour service for buying medicine

But we thought about it

Why do we have to make up a story?

You can buy medicine on Meituan 24 hours a day

This is actually a no-brainer.

No need to shout in the elevator

But it is really worth forwarding to everyone

Because your parents back home really need to know

06

Read the book to pieces, and renew the dream

——Tencent 99 Charity Day

Digital English Award-Gold Award for Copywriting

※ Produced by: OGK

On Tencent's 99 Charity Day, WeChat Pay launched an activity to donate 100,000 books to rural children. This activity has actually been held for three years. How to attract more people to pay attention and participate? The advertising company found the books that had been given to children before, many of which had been worn out, so a creative entry point was found.

Is Harry Potter and the Sorcerer's Stone a bad book?

Yes, this is a book full of handprints

It was used by the sixth graders in the Ruixi Town Center in Guizhou

Read it again and again

A child is reading it for the fifth time

Harry Potter bursts into the page 9 ¾

Handprints are the most

A question, a pun, a title that is a bit offensive and a bit clickbait, people may wonder: How can Harry Potter be a bad book? After reading the article, I found that it is indeed a bad book, which has been read to pieces by children who love reading.

Using worn-out books to show children's love for the books they received lets people who donate books know that their love is taken seriously and is valuable, so they continue to participate in charity and attract more people to get involved.

In this way, more children can read more books and renew their dreams together.

07

Be Natural

Be more natural

It will naturally become red

Go camping naturally

——Little Red Book Camping

Longxi Creative Award - Brand Entertainment Category · Celebrity Application - Excellent Work

※ Produced by: W

Xiaohongshu was originally a refined lifestyle platform mainly for female users, but in fact, the content of Xiaohongshu is more than that. For example, it is also the mainstream sharing platform for camping lifestyle today, so Xiaohongshu invited veteran camper Zhang Zhenyue to make this brand expression for camping.

The rise of social media and live streaming has made people want to be famous. Xiaohongshu expressed its attitude through Zhang Zhenyue: Don’t deliberately pursue fame, be more natural, be yourself. How to be more natural? Go camping! Find the self in your heart and learn how to get along with yourself.

You can accept that you are not popular at the moment.

But you must learn to make your own fire

You can live without a backer, but you must have a water source.

When camping

The most difficult thing is not survival skills

How do we face our instincts?

Author: Kuang Thirteen

Source: WeChat public account "Copywriting Free Shipping (ID: kol100)"