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Licensing International Excellence Awards Best Licensed Promotion

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Barbie & Tim Hortons Hockey Promotion – Mattel

Licensing International Excellence Awards: Promotion Barbie & Tim Hortons


Tim Hortons & Barbie partnered on a national promotion encouraging girls to play Hockey. The four week program included Tim Hortons Hockey Barbies, donuts and gift cards sold in restaurants, Tim Hortons’ net proceeds went to supporting girls in hockey. The promotion included a role model campaign celebrating hockey players Marie-Philip Poulin and Sarah Nurse with one-of-a-kind Barbie dolls created in their likenesses. Over 2,400 restaurants participated, selling 22,000 dolls within the month, 127,000 donuts were sold and 73,000 gift cards purchased. The campaign gained 125MM impressions and retail sales for the program across channels and categories was approximately CAD$2.9M.

“We’re On It”: Transformers, TMNT, Robocop – Direct Line

Licensing International Excellence Awards: Promotion Transformers, TMNT, Robocop


‘We’re On It’ reached 7.5 million people during the launch alone, with a world first ad-break takeover. Despite launching just ahead of the UK national lockdown, the campaign was and continues to be a huge success. It achieved 20% more effectiveness at driving sales than Direct Line’s previous campaign, which itself achieved spectacular commercial success. The campaign deserves recognition for bringing together three hugely popular licensed properties onto one creative platform that was applauded by the advertising industry and by the fans of the properties. The campaign deserves recognition for spotlighting the effectiveness of character licensing within the advertising industry.

Monet Afternoon Tea at Pizza Hut – Museum of Fine Arts, Pizza Hut

Licensing International Excellence Awards: Promotion Monet Afternoon Tea


The year 2020 marks the 180th anniversary of the Impressionist painter Monet and the 150th anniversary of MFA. The immersive restaurant is no less than a tribute to both events, bringing new life to the classic art. With more than 30 million viewership across the internet, the campaign has boosted customer traffic at Pizza Hut restaurants.

sweeTARTS Unleash Your Super Self, WW84
Ferrara Candy & Warner Bros

Licensing International Excellence Awards: Promotion sweeTARTS & WW84


Between SweeTART’s Ropes line YOY growth and consumers demand for tropical flavors within the confections category, we the saw the opportunity to partner with a major motion picture and create an LTO product that not only would drive brand awareness, but also stimulate growth across the portfolio of SweeTARTS products. We developed a 360-degree campaign that authentically connected with our Gen Z audience. Through in-store displays filled with LTO & core product, an exclusive Snapchat lens with media support, and robust PR campaign, we surrounded our audience and brand fans with Wonder Woman exclusives and drove 6% sales lift.

The Smurfs: EU Beach Cleanup – IMPS, LaFig 

Licensing International Excellence Awards: Promotion Smurfs


The United Nations and the European Union have partnered with the bluest of friends, the Smurfs, to build an ocean-activism and a huge worldwide awareness-raising campaign : #EUBeachCleanup. Reaching over 160 million people on social media with a positive message of change on sustainability, and mobilizing 40.000 volunteers on every continent (except Antarctica) in nearly 80 countries.

tokidoki Snow Holiday at Changi Festival Village
Changi Airport, tokidoki

Licensing International Excellence Awards: Promotion tokidoki


The pandemic forced Changi to rethink its Christmas promotion; the result was an innovative campaign that relying on Singapore’s local population, drawing them out to the airport for repeat visits with brilliant new activations and attractions including a sub-zero tokidoki Snow Holiday space, and first ever Air tokidoki for those missing an in-flight experience. Footfall was massive and the event’s Facebook video garnered more than 10K likes & 5K shares along with significant media coverage, and fans going wild on social media. The PwP premiums sold out and the merchandise area generated more than US$120,000.

Licensing International 2021 Excellence Awards Ceremony

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