In the international competition, The Microsoft Advertising Story Awards, the entry from Young & Rubicam Singapore went from finalist to global winner in the brand category. It was Jonathan Lang’s entry utilising Bing, SkyDrive, Xbox Live and mobile apps that brought the agency honours. ‘Dark Drop’ was a geo-located content and social network targeted at adult beverage drinkers.
Lang said, “The key to the success of the ‘Dark Drop’ was to build an engaging and useful platform that brings drinkers together to share stories, making the brand an integral, but non-intrusive, part of their nightlife.”
He wins a VIP trip to Cannes Lions International Festival of Creativity in mid-June along with the winners of the non-profit category who hail from McCann Digital Israel.