April 18, 2023
This year’s Digiday Media Buying and Planning Awards winners traversed a saturated media environment marked by several global crises spanning political, social and economic issues. To make their messages stand out, they needed to confront a range of variables.
As Gen Z’s demand for inclusive and values-aligned campaigns expanded, brands and agencies worked toward tackling sustainability. They identified innovative methods of engaging target audiences and captured their attention.
For this year’s winners, gaming also provided an opportunity for deeper connections as agencies explored more channels.
Notably, one agency won 6-out-of-8 categories for which it was shortlisted — Hearts & Science. Its partnership with AT&T Fiber via Twitch won them Best Creator Partnership, focusing on bringing awareness of AT&T Fiber’s consistent high speeds to the gaming community in an authentic way. By partnering with two emerging female streamers in the Twitch community, massive awareness and positive attention resulted.
Another win for Hearts & Science in 2023 is Best Digital Media Campaign for their work with AT&T and ATTN to produce ‘The Love Connection.’ This initiative supported both the LGBTQ+ community and The Trevor Project to show how technology can support the well-being of marginalized individuals by fostering a social connection. The LGBTQ+ individuals highlighted in ‘The Love Connection’ experienced genuine hardships and were able to speak in a way to which viewers could relate. AT&T’s strategy raised their voices and gained exposure for the benefit of the LGBTQ+ community while highlighting allyship.