Magazine - Pressboard

The Top 100 Branded Content Partnerships of 2021

Written by Jerrid Grimm | Dec 21, 2021 9:06:48 PM

Ah 2021, we finally left the pandemic behind, everything returned to normal and COVID is a distant memory...

Well maybe not, but what did return in a big way was the world of branded content partnerships. Over 8,800 branded content partnerships were measured through Pressboard Studio in 2021, a whopping 65% increase year over year. While Health & Wellness continued to be most popular topic category, Food & Drink and Travel were #2 and #3 respectively, a big change from the lockdowns of 2020.

For this year's Top 100 we've broken out the winners based on various aspects that make a branded content piece exceptional. Production value, originality, audience value, partnership fit and performance. We've also highlighted specific partnerships that focus on Diversity and Inclusion, Local and International stories, and a new category for Commerce content, an area that continues to grow among publishers and brands alike.

Here are the Top 100 Branded Content Partnerships of 2021.

Note: Ranking any type of creative work is incredibly difficult, beauty is in the eye of the beholder as they say. Pressboard receives hundreds of submissions, in addition to the thousands of campaigns that are measured through Pressboard Studio software each year. Campaigns are evaluated using a 50 point system. Points are awarded for audience value, originality, production value, partnership fit and performance. Without a doubt there are campaigns that we have missed that deserve to be on this list. If you have a great branded content campaign, we welcome submissions for future consideration through Pressboard Inspire | Submit a Story.

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Top 10 - Overall

 

The Modern Guide to Running: Outside + Under Armour
 
Publisher: Outside
Advertiser: Under Armour
 
There's no easy way to say this: most of the content about becoming a better runner is either dated, looks crappy, or boring. Or in many cases all three. That's why we were so excited to partner with Under Armour on the The Modern Guide to Running. They wanted to breathe young fresh life into this tired topic—but still maintain their focus on improving performance. We're thrilled with the results. From seasonal guides and videos to how to build mental strength and improve speed, we tackled serious topics and deliver expert-backed advice, but do so with a style and flavor you just don't see anywhere else.
 
 
A Century Of Care: CNN + Cleveland Clinic
 
Publisher: CNN
Advertiser: Cleveland Clinic
 
Forging your values on the battlefields of World-War-One and holding true to them for a century to follow takes something very special. To explore what exactly that ‘something’ has always been and show it to the world – Cleveland Clinic turned to WarnerMedia. With unprecedented access to surgeons, patients and leading academics, Courageous Studios created a forty-minute documentary, running on HLN & CNN’s Streaming platform, as well as three short, patient-focused stories in line with their highly anticipated ‘Founders Day’ celebration. Stories like that of the Arden family, who travelled from Israel in hope that the world’s most advanced neuroscience can cure their son’s epilepsy and Terri Overton, who shows that efforts by a large organization to truly know their community can save the lives of its residents. All special in their own way, these films and the subjects they follow orbit the same recurring idea that in all aspects of life, we arrive at the very best results by working together.
 
 
Technology Vision 2021: CNBC + Accenture
 
Publisher: CNBC
Advertiser: Accenture
 
After the huge disruptions caused by the COVID-19 crisis in 2020, companies are looking to get back on course and, importantly, build for the future. While it will be tempting for companies to retreat to what they know, 2020 brought the need for a different path to light. If businesses continue to have a clear-eyed perspective and sharp focus on their expedited digital transformations, they can emerge as Masters of Change and the new leaders.
 
 
 
 
T.O. UNCOVERED - Guides To The 6ix: Narcity + Destination Toronto
 
Publisher: Narcity
Advertiser: Destination Toronto
 
Narcity readers and followers come to our website by millions to find travel-related content and ideas for their next adventure. This fall, we partnered with Destination Toronto to help promote their #NeverHaveIEverTO campaign, and promote Toronto as a remarkable destination for leisure travellers, convention delegates and business travellers. Conceptualized as a way to carve out a uniquely special experience for our readers, Narcity’s Studio created TO Uncovered, a guide to the 6ix, that focused on discoverable aspects of four of Toronto’s most memorable features: food, hotels, neighbourhoods, attractions. Through this content series and interactive map, the Narcity audience was encouraged and challenged to explore Toronto in ways that they may have previously not known about! In total, we created and offered our readers 7 unique pieces along with the city’s most memorable features, generating so far, over 90,600 pageviews! 
 
 
Holiday Your Way: In The Know + Saks Fifth Avenue
 
 
 
Publisher: In The Know
Advertiser: Saks Fifth Avenue
 
Yahoo and Saks Fifth Avenue partnered on an interactive augmented reality selfie filter for Instagram. People visiting the Saks Instagram account can access the filter, which brings them to a Saks-inspired virtual holiday world with three different holiday look options. All of the products in the AR experiences are also included in a custom gift guide on In the Know By Yahoo. A promotional video of the experience is running in ads across Yahoo-owned properties, driving viewers to the AR holiday filter via a link atop the ITK Gift Guide. Product links and the promo video are featured across social platforms and, QR codes also bring people directly to the Instagram experience.
 
 
 
Rachel Zoe Gives You 5 Style Tips To Bring Out Your Inner Villainess, Inspired by Disney's Cruella: The Zoe Report + Disney
 
Publisher: The Zoe Report
Advertiser: Disney
 
Whose signature style is black and white and undeniably red-hot? Cruella de Vil, of course! The devilishly divine Disney villainess headed back to the big screen in Cruella, in theaters and on Disney+ with Premier Access on May 28 and The Zoe Report was there to provide fashion inspiration to bring out your inner Villainess. The partnership between Disney and Bustle Digital Media was so popular it was awarded the “most read piece of branded content in Q2 2021”.
 
 
 
We have adventures for everyone : USA Today + Destin Fort Walton Beach
 
Publisher: USA Today
Advertiser: Destin Fort Walton Beach
 
Destin Ft. Walton Beach offers something for every type of traveler. To make planning a trip easier than ever, GET Creative allowed readers to peruse all that this destination has to offer. This build your own adventure quiz gauged readers interests, then presented them with a GETC produced video library of things to do and see.
 
 
Fresh Invest Podcast: Morning Brew + Fidelity
 
Publisher: Morning Brew
Advertiser: Fidelity
 
How does Fidelity, one of the world's most revered financial institutions, connect with a young, smart, dedicated audience like the 3+ million people who read Morning Brew? Especially when fewer and fewer young investors are turning to experts with a, ahem, wealth of information? Two words: Fresh Invest, a podcast created in partnership with Fidelity and hosted by Morning Brew Executive Chairman and co-founder, Alex Lieberman. In this completely custom series, Alex sits down weekly with some of Fidelity's brightest minds to discuss the topics that mean the most to young investors. From options trading to crypto to real estate, the podcast seeks to break down these macro ideas into a personalized strategy that listeners can easily put into place. With over 100k downloads this season, clearly the format, tone, and transparency of Fresh Invest has struck pay dirt.
 
 
 
The Essential Guide to Going Back to School: SheKnows + ATHLETA
 
Publisher: SheKnows
Advertiser: ATHLETA
 
The start of the school year brings the usual mix of jitters and excitement, but when kids returned to the classroom in the midst of an enduring global pandemic, families had an added layer of uncertainty. In the SheKnows Essential Guide to Going Back to School, brought to you in partnership with Athleta Girl, SheKnows took a deeper dive into the circumstances kids would face this fall. This issue featured content including how COVID-19 has changed kids’ friendships and what you can do to help them navigate new social situations. Dr. Edith Bracho-Sanchez, a pediatrician based in New York, also shared everything caregivers should know about vaccines. And the SheKnows cover star, Brooklyn Decker, discussed how she was readying for the return with her two kids. Plus, a fun story about the cutest sustainable clothing, locker accessories, and more to shop, rounded out this immersive digital issue that helped families kick off the school year with confidence. 
 
 
From The Start: Some Spider Studios + Johnson & Johnson
 
Publisher: Some Spider Studios
Advertiser: Johnson & Johnson
 
Some Spider Studios (the largest digital media company for parents, publishing Scary Mommy, Fatherly and The Dad) partnered with Johnson’s baby brands (Johnson’s, Aveeno Baby, and Desitin) to create a series called From The Start: A Parent’s Guide to Talking About Racial Bias. The partnership aims to help parents take on the difficult task of talking to their kids about race. The editorial teams from Fatherly, Scary Mommy and The Dad Some Spider team worked with experts to develop service-oriented, practical content that parents can apply with their own families. From The Start’s videos, articles, infographics, live events & hub focus on why it’s crucial for parents to take an active role in initiating conversations about race and racial bias with children from the start, and how to safely and effectively have those conversations.
 
 

Top 5 - Performance

 
 
How 3 People Are Leading a Legacy Against Cardiovascular Disease: New York Times + Novartis
 
Publisher: New York Times
Advertiser: Novartis
 
When one person has a heart attack or stroke, it can alter the course of generations. In this piece from T Brand Studio and Novartis, you’ll find the stories of three people with cardiovascular disease who each faced distinct but all-too-common obstacles — unconscious bias, a family history of cardiovascular disease, poor access to healthy food as a child. They each took a pledge to lead a legacy of fewer lives lost to cardiovascular disease.
 
 
How one man’s pickleball pastime became a lifelong passion: USA Today + Humana
 
Publisher: USA Today
Advertiser: Humana
 
Nearly 40 years ago, when he was a physical education teacher at Baker Middle School, in Baker, Louisiana, Tom Burkhart stumbled across a box in a closet. What he found would eventually change his life as well as the lives of many others: pickleball equipment. This content partnership from USA TODAY highlights Tom's distinctive honor of being named a Humana Game Changer, exemplifying healthy aging and providing encouragement and inspiration for all to age actively.  
 
 
How to Elevate Your Cinematic Videos: Inverse + Samsung
 
Publisher: Inverse
Advertiser: Samsung
 
When you think of Hollywood special effects, you usually think of large-scale pyrotechnics, feats engineering, and CGI. But for innovative young photographers and videographers like Tyler Roth, all it takes is creativity and the right tools.
 
 
A Rising Social Media Star Shares Her Secrets For Creating Viral Visual Content: Bustle + Samsung
 
Publisher: Bustle
Advertiser: Samsung
 
For most, creating viral content happens by accident, a random whim paired perfectly with a moment in the zeitgeist. Yet for others, creating viral content happens by design. Marina Williams definitely falls into the latter category. Bustle recently caught up with Williams to learn a bit more about what it takes to create viral images, simple tricks anyone can use to elevate their own content, and why Samsung Galaxy S21+ 5G is a seriously game-changing device you’ll want to have in your arsenal.
 
 
Fjord Trends: A look at what's ahead for the future of business, technology and design: CNBC + Accenture
 
Publisher: CNBC
Advertiser: Accenture
 
Across Fjord Trends 2021, the over-arching theme is mapping out new territory. With the events of 2020 upending so much of what we took for granted, we now need to look ahead with focus and a desire to help people solve their challenges on their own terms. In many ways, the 21st century starts now.
 

Top 10 - Audience Value

 
This is RVing: Outside + Go RVing
 
Publisher: Outside
Advertiser: Go RVing
 
Over the past year and a half, there's been a huge uptick in new and adventurous RV owners. Of course, with so many new RV owners and drivers on the road and in our campgrounds, there's been an equally huge need for information and education, from which RV best suits your lifestyle to how to lessen your impact on the planet. That's where we come in with This is RVing, a multi-media guide that covers all the inspiration and know-how you need to make the most of adventures on the open road. From road trip starter ideas and interactive infographics on the various types of RVs to how-to videos, it's all here in one fun and user-friendly spot.
 
New Heights : Forbes + Office Depot
 
Publisher: Forbes
Advertiser: Office Depot
 
New Heights elevates Office Depot's content program by creating a dynamic, central destination for SMBs that combines the brand’s existing content with fresh branded content delivered in new and exciting formats. The campaign also effectively creates an ecosystem of thought leadership that exemplifies how Office Depot supports SMBs and entrepreneurs to reach New Heights with their businesses.
 
 
Choose Your Vibe, Choose Your Escape: National Post + Destination Canada
 
Publisher: National Post
Advertiser: Destination Canada
 
Canada's cities are the focus of Choose Your Vibe, Choose Your Escape. Postmedia Content Works worked with Destination Canada to establish each city's "vibe", summarized in three adjectives (example: St. John's: Colourful, Sociable, Storied). Users can take an interactive quiz to determine which city fits best with what they are looking for on their next city escape. The feature includes extensive profiles of 10 Canadian cities including recommendations related to the city's vibe. The feature included original photography from local photographers from coast to coast.  
 
 
Mayo Clinic’s Caregivers Resource Guide: NBCUniversal + Mayo Clinic
 
Publisher: NBCUniversal
Advertiser: Mayo Clinic
 
More than one in five Americans are caregivers for a family member, which can include an aging parent, a child with special needs, or persons with chronic or terminal conditions, among others. The Caregivers Resource Guide, created by the NBC News Brand Studio in collaboration with Mayo Clinic and launched during National Caregivers Month, offers valuable information for navigating everything from daily activities to financial, legal and medical decisions. The guide consists of 10 articles. It is dedicated to helping caregivers navigate the challenges they face looking after their loved ones — and themselves. This partnership with Mayo Clinic is part of NBCUniversal’s commitment to bringing caregivers into the cultural conversation, and celebrating storytelling, innovation and human resilience in the health industry. 
 
 
The Metaverse Explained: Adweek + Dept
 
Publisher: Adweek
Advertiser: Dept
 
What is the metaverse and why does it matter for future-focused marketers? Putting jargon and pipedreams aside, this article seeks to explain--in terms everybody understands--what the impact of the metaverse will be. This immersive story was produced by Adweek Branded (Adweek's branded content studio) for Dept, a fast-growing global network of digital agencies.
 
 
Fill Your Heart with Ireland: BBC + Tourism Ireland
 
Publisher: BBC
Advertiser: Tourism Ireland
 
Ireland has something for every traveler, from culinary connoisseurs looking for a taste of local delicacies to the rugged explorers who want to go off the beaten trail and discover the country’s ancient stories. When the time to travel is right, Ireland’s adventurous spirit is waiting for you.
 
 
Atlanta Business Insights: Business Journals + Truist
 
Publisher: Business Journals
Advertiser: Truist
 
Truist, the merger of BB&T and SunTrust, capitalized on The Business Journals’ powerful local brands and alignment with the bank’s footprint across 20 cities to develop a thought leadership and branding campaign to ingrain the Truist brand to local customers. The campaign consisted of 128 articles, with extra emphasis in priority markets, covering critical business topics such as retention/acquisition, cash flow, supply chain lessons, and cyber insurance among others. Local bank executives provided their expertise and insights to develop strong, local connections with The Business Journals readership, which consists of 79% business decision makers.
 
 
What should you feed your picky eater tonight?: The Kitchn + Prego
 
Publisher: The Kitchn
Advertiser: Prego
 
In this partnership with Prego, Kitchn guides readers through an interactive flowchart to find the perfect dinner recipe for sneaking in more veggies and protein for picky eaters. Kitchn’s gorgeous recipe generator provides a creative alternative to a landing page and allows readers to engage with the content instead of simply reading about kid-approved foods.
 
From The Start: Some Spider Studios + Johnson & Johnson
 
Publisher: Some Spider Studios
Advertiser: Johnson & Johnson
 
Some Spider Studios (the largest digital media company for parents, publishing Scary Mommy, Fatherly and The Dad) partnered with Johnson’s baby brands (Johnson’s, Aveeno Baby, and Desitin) to create a series called From The Start: A Parent’s Guide to Talking About Racial Bias. The partnership aims to help parents take on the difficult task of talking to their kids about race. The editorial teams from Fatherly, Scary Mommy and The Dad Some Spider team worked with experts to develop service-oriented, practical content that parents can apply with their own families. From The Start’s videos, articles, infographics, live events & hub focus on why it’s crucial for parents to take an active role in initiating conversations about race and racial bias with children from the start, and how to safely and effectively have those conversations.
 
 
 
Seize the Daylight: The Washington Post + Discover
 
Publisher: The Washington Post
Advertiser: Discover
 
When we “sprang forward” on March 14 with Daylight Savings Time, we could have opted to be disgruntled by losing an hour of sleep, or inspired to embark on new activities during the extra hour of sunshine. As part of a multiplatform multimedia campaign showing that Discover is a trusted partner helping people accomplish positive goals, WP Creative Group and Discover collaborated on a homepage takeover on washingtonpost.com. It drove to a custom Daylight Savings hub, called "Seize the Daylight," where users could select activities to create a bright and cheerful plan for making the most of an extra hour of sunlight.
 
 

Top 10 - Production Value

 
A World of Water: Architectural Digest + Moen
 
Publisher: Architectural Digest
Advertiser: Moen
 
No single natural resource is more central to both life and design than water. Each day we wash, flush, cook and clean with, drink, and generally consume gallons of it… without ever thinking twice. Produced by Architectural Digest with Moen, this three-part docuseries elevates audiences’ water consciousness, increasing the number of conscientious consumers. 
 
 
Behind the 340B Drug Pricing Program: Axios + PhRMA
 
Publisher: Axios
Advertiser: PhRMA
 
For some Americans, affording prescription medicines is challenging. Programs like 340B — which were initially meant to support low-income and uninsured patients — are supposed to help. Instead, many covered entities and for-profit pharmacies have co-opted the 340B program and turned it into one that boosts their bottom lines. Axios' Smart Brevity Studio created this multimedia web experience using custom video, illustration, and writing to explain why vulnerable patients need a safety net program that works.
 
 
How to Stir Up the Holidays with GREY GOOSE® Vodka: Vogue + Grey Goose
 
Publisher: Vogue
Advertiser: Grey Goose
 
Hosting this holiday season? Discover soul-stirring couture concoctions your guests will love with @AlexandraDaddario and @GreyGoose.
 
 
Into The Metaverse: Wired + AT&T
 
Publisher: Wired
Advertiser: AT&T
 
Cathy Hackl, Futurist + Chief Metaverse Officer, Futures Intelligence Group/ Future Metaverse Labs, Andrew Maximov, Founder/CEO, PrometheanAI, and Tin & Ed, Artists & Creative Technologists help us to understand its beginnings as a device in science fiction, and how it stepped off the page into the real world.
 
 
Open Up: Yahoo + Made of Millions
 
Publisher: Yahoo
Advertiser: Made of Millions
 
Launched during Mental Health Awareness Month and made in partnership with global advocacy non-profit, Made of Millions, Open Up is a resource center that featured a new augmented reality experience created to destigmatize mental health and strengthen community. RYOT Studio collaborated with Artist, Ian Woods, on custom AR filters which allowed users to record their story that then became part of a larger mosaic picture. This AR Mosaic is then placed into the user’s space where users can spin and zoom to explore other submissions to showcase digital community and allyship around mental health awareness.
 
 
Roadmap to Everything: Insider + Ford
 
Publisher: Insider
Advertiser: Ford
 
Dive into curated episodes of Insider’s “Ultimate List” series and thought-starters for creating your own ultimate to-do list. And see how the all-electric Ford Mustang Mach-E helps everyday adventurers steer into new corners of the country.
 
 
The Meaning of Mālama: Conde Nast Traveler + The Hawaiian Islands
 
Publisher: Conde Nast Traveler
Advertiser: The Hawaiian Islands
 
Jesse Ashlock, US Editor in Chief, explores the culinary bounties that Hawaii has to offer.
 

 

The Modern Guide to Running: Outside + Under Armour

 
Publisher: Outside
Advertiser: Under Armour
 
There's no easy way to say this: most of the content about becoming a better runner is either dated, looks crappy, or boring. Or in many cases all three. That's why we were so excited to partner with Under Armour on the The Modern Guide to Running. They wanted to breathe young fresh life into this tired topic—but still maintain their focus on improving performance. We're thrilled with the results. From seasonal guides and videos to how to build mental strength and improve speed, we tackled serious topics and deliver expert-backed advice, but do so with a style and flavor you just don't see anywhere else.
 
 
A Century Of Care: CNN + Cleveland Clinic
 
Publisher: CNN
Advertiser: Cleveland Clinic
 
Forging your values on the battlefields of World-War-One and holding true to them for a century to follow takes something very special. To explore what exactly that ‘something’ has always been and show it to the world – Cleveland Clinic turned to WarnerMedia. With unprecedented access to surgeons, patients and leading academics, Courageous Studios created a forty-minute documentary, running on HLN & CNN’s Streaming platform, as well as three short, patient-focused stories in line with their highly anticipated ‘Founders Day’ celebration. Stories like that of the Arden family, who travelled from Israel in hope that the world’s most advanced neuroscience can cure their son’s epilepsy and Terri Overton, who shows that efforts by a large organization to truly know their community can save the lives of its residents. All special in their own way, these films and the subjects they follow orbit the same recurring idea that in all aspects of life, we arrive at the very best results by working together.
 
 
 T.O. UNCOVERED - Guides To The 6ix: Narcity + Destination Toronto
 
Publisher: Narcity
Advertiser: Destination Toronto
 
Narcity readers and followers come to our website by millions to find travel-related content and ideas for their next adventure. This fall, we partnered with Destination Toronto to help promote their #NeverHaveIEverTO campaign, and promote Toronto as a remarkable destination for leisure travellers, convention delegates and business travellers. Conceptualized as a way to carve out a uniquely special experience for our readers, Narcity’s Studio created TO Uncovered, a guide to the 6ix, that focused on discoverable aspects of four of Toronto’s most memorable features: food, hotels, neighbourhoods, attractions. Through this content series and interactive map, the Narcity audience was encouraged and challenged to explore Toronto in ways that they may have previously not known about! In total, we created and offered our readers 7 unique pieces along with the city’s most memorable features, generating so far, over 90,600 pageviews! 
 

Top 10 - Originality

 
Make Yourself at Home: SheKnows + Rocket Mortgage
 
Publisher: SheKnows
Advertiser: Rocket Mortgage
 
Buying a home is one of the most exciting times in a person’s life but can also be a demanding experience. That’s why SheKnows partnered with Rocket Mortgage® on a custom series that helped our audience understand the home buying process with a mix of storytelling and practical advice. Make Yourself at Home featured authentic videos of creators in their new homes, helpful articles to navigate the process, and an influencer campaign to promote the series. All of this content can be found on a beautifully designed, digital destination on SheKnows.com, complete with an interactive section with home buying and real estate stats to create a one-stop-shop for all our audience’s home buying needs. 
 
 
Revealing Hidden Emotions: Portraits of 5 Southeast Asian Artists: VICE + OPPO
 
Publisher: VICE
Advertiser: OPPO
 
In Asia, most youth grow up believing their feelings are secondary. They were taught to tolerate hardships to achieve greater things. And they were taught to value group happiness over personal. It’s no surprise then that many young Asians repress their emotions — leaving things unsaid, passions unpursued, and creativity stifled. So we challenged this notion and asked: What could happen if they could let their true emotions shine? In our 5-part series, we showcase five young people across Asia who are changing the narrative about expression. This series was shot in Thailand, Philippines, Indonesia, Vietnam and Malaysia.
 
 
Dial Up Your Resolutions: SHAPE + FiberOne
 
Publisher: SHAPE
Advertiser: FiberOne
 
Are you looking for The One...to help you stay on track with your New Year’s resolutions? In this campaign we had two: our on-call helpful heartthrob, Jonathan Bennett and fab fitness fella, Isaac Boots. In a partnership with Fiber One™ and Protein One™—decadent indulgences that help you stay on track—we created a faux "hotline" in which they brought consumers tips, shortcuts, words of encouragement and recipes to make rocking your New Year’s resolutions achievable and—dare we say—even fun. The campaign included working with talent, a custom photoshoot and custom video shoot.
 
 
How to Build a PC for the First Time : IGN + Asus
 
Publisher: IGN
Advertiser: Asus
 
IGN UK partnered with tech giant ASUS to create a video that highlights how accessible the world of PC building can be for newcomers. Choosing a humanised, non-jargon approach, this popular video helped the client find a brand new audience. 
 
 
Cheddar Bets - The Intersection of Retail Investing and Sports Gambling: Cheddar + BetMGM
 
Publisher: Cheddar
Advertiser: BetMGM
 
Leading sports betting operator BetMGM is partnering with digital-first news network Cheddar News to launch Cheddar Bets, a weekly program offering a first-of-its-kind exploration of the intersection of sports betting and financial markets. "Cheddar News is focused on what's next in the worlds of tech, science, innovation, and reaching the modern and always-online news consumer," said Liam Roecklein, SVP & General Manager, Cheddar News. "Now, together in partnership with BetMGM, Cheddar Bets will dive deep into the world of sports betting and its effect on sports, technology, financial markets, regulation and more, all while highlighting the community that has changed the game and continues to drive the sports betting industry forward." Cheddar Bets broadcasts from a custom-built BetMGM studio in New York and dive into the weekly sports calendar, seen through the lens of sports betting, and its impact on Wall Street.   
 
 
Becoming a valued member of the gaming community: Twitch + Ford
 
Publisher: Twitch
Advertiser: Ford
 
Ford was looking to get into gaming in a big way. The company’s products have been in video games before, but this was different. Ford teamed up with the hugely successful game, Rocket League, to create the first-of-its-kind, Ford + Rocket League Freestyle Invitational digital event. This brought together eight of the best freestylers to show off their most insane tricks for a panel of judges. The winner walked away with the grand prize, a real-life 2021 F-150. To top things off, players have been asking for an in-game pickup truck for years – Ford made it happen. What makes this so special? Rather than just create an exact replica of a real F-150, Ford designers and engineers came together with the Rocket League team, to create a one-of-a-kind F-150 Rocket League Edition. The first truck in-game from a real-world manufacturer.
 
 
 
Atlassian: How Teams Work: Bloomberg + Atlassian
 
Publisher: Bloomberg
Advertiser: Atlassian
 
In this year long investigation fueled by proprietary data, we’re exploring how teams can better connect and thrive in today’s age of evolving work.


 
Between buzzwords and boardrooms: The state of sustainability: Axios + Cognite
 
Publisher: Axios
Advertiser: Cognite
 
Axios' Smart Brevity Studio partnered with The Harris Poll to create a first-to-market campaign leveraging original research and thought leadership, showing what energy leaders really think about the transition to sustainability. Includes interactive data visualizations and testimonials.
 

 
By Women, For Women: Variety + Lifetime

 
Publisher: Variety
Advertiser: Lifetime
 
Lifetime has elevated itself into an essential network by empowering women — on the set, behind the camera and in the executive ranks. Variety Content Studio created a cross-platform campaign including original print and digital content to highlight how the network is committed to putting women in charge of their own stories and doing the work necessary behind the scenes to ensure that women are hired, supported and heard. The package features an essay by Eva Longoria crediting Lifetime with leading the industry on diversity, along with a plethora of impactful articles which spotlight how Lifetime has comforted and inspired millions by dramatizing true stories attached to real causes and elevating the voices of admirable women, from celebs to unsung heroes.
 
 
Why We Trust: Vox Media + AAA Insurance
 
Publisher: Vox Media
Advertiser: AAA Insurance
 
Trust is at the heart of some of life’s most important decisions, so why don’t we know more about how — or why — we trust? From starting a new business, to sharing a secret family recipe, to letting yourself fall in love, the decision to trust someone (or something) can open the door to a world of possibility — but only if you’re willing to take the leap. AAA Insurance and Vox Creative tackled the topic of trust to better understand where it comes from, and how it shapes our world, through a mix of video explainers, written profiles, and an audio series. It's worth checking out - trust me.
 
 

Top 10 - Partnership Fit

 
 
Life In Moments With Professional Skateboarder Leo Baker: them + Dropbox
 
Publisher: them
Advertiser: Dropbox
 
To Leo Baker, skateboarding isn’t just a competition, but a way of experiencing life. It's integral to who they are. Here, the professional skateboarder looks back on two decades of skating and memories with friends. In going through countless images and videos, Leo recalls how some of the simplest memories – like taking their camera out with them, or the painstaking process of learning a trick – have helped shape them into who they are today.
 
 
3 Lessons Our Lifestyle Director Learned While Refreshing Her Patio: Apartment Therapy + At Home
 
Publisher: Apartment Therapy
Advertiser: At Home
 
Apartment Therapy took viewers along for a trip to decor superstore At Home to shop for a patio refresh featured in a custom video. The brand aligned with Lifestyle Editor editor and Apartment Therapy personality Taryn Wilford to transform her space exclusively using products from At Home.
 
 
Chasing the Elements: Outside + Ford
 
Publisher: Outside
Advertiser: Ford
 
What makes this story so cool is the people. We hand-picked some of the most interesting personalities in our world—from Oscar winner Jimmy Chin to ski/poet Julian Carr—decked them out in a new Bronco and set them loose. The resulting 4 videos tell personal stories while also showcasing the capabilities of the new and instantly iconic Bronco. Bonus points for the superfans out there; a timeline of this legendary vehicle and a quiz where they can test their Bronco history and knowledge.
 
 
Hyundai Tucson | Question Everything: Disney (ABC, ESPN, Nat Geo) + Hyundai
 
Publisher: Disney (ABC, ESPN, Nat Geo)
Advertiser: Hyundai
 
Disney and Hyundai have partnered to develop an original creative campaign that leverages multiple brands across Disney’s portfolio, high profile talent, and iconic IP to capture fan attention and introduce the all-new 2022 Tucson in an unforgettable way. The collaboration includes custom TV ads and digital content across ABC and ESPN, featuring talent and characters from The Bachelorette, black-ish, SportsCenter and Marvel, extending Hyundai’s Tucson creative platform of “Question Everything.” Campaign includes 12 TV spots of various lengths and a total of 50 pieces of content with talent from The Bachelorette, black-ish, SportsCenter and Marvel asking thought provoking questions with the all-new Tucson. All spots were developed cohesively, ending with the Tucson’s tagline: “Question everything. We did.”
 
 
Magic in a glass: Food & Wine + Visit Scotland
 
Publisher: Food & Wine
Advertiser: Visit Scotland
 
Scotch whisky has a deeply rich history, mystery, and romance to it. From the Highlander (allegedly) besting the devil himself at a drinking match centuries ago to the unique and varied terms and descriptions to describe the spirit , Scotch whisky intrigues and inspires with an ever evolving sensuality. We’ll show discerning explorers that the world of Scotch whisky isn’t just the domain of stodgy cigar smokers in front of a fireplace. Diverse people, provenances, and processes make it what it is: Magic in a Glass. In a multi-media microsite, we’ll encourage consideration for Scotland and Scotch whisky and inspire action through print-quality narration and authentic storytelling. Immersive video stories and a featured narrative provide a full-circle experience: once someone reads the feature and decides they want to learn more about the magic of Scotland and Scotch whisky, they need only to look to the videos to discover even more, and vice versa.
 
 
PNC C-Speak: The Language of Executives: Business Journals + PNC
 
Publisher: Business Journals
Advertiser: PNC
 
PNC cemented itself as a preeminent thought leader in the New England area by partnering with the Boston Business Journal for the creation of new podcast series ‘PNC C-SPEAK: The Language of Executives’. Co-hosts Jon Bernstein (Regional President, PNC Bank New England) and Carolyn Jones (Publisher and Market President, Boston Business Journal) are joined each episode by prominent local executives, such as MassMutual CEO Roger Crandall and Wellesley College President Paula Johnson. In addition to outlining their own career journeys, guests share their thoughts on the issues that are shaping the business world in Boston and beyond. The podcast has received more than 1,000 downloads in its first 3 months, and is available on all major outlets, such as Apple Podcasts, Spotify, and iHeart. The program is augmented with a content hub on the BBJ web site, including thought leadership articles from PNC experts.
 
 
 
We Mapped Out the Ultimate Georgia Road Trip: Travel + Leisure + Explore Georgia
 
Publisher: Travel + Leisure
Advertiser: Explore Georgia
 
We partnered with Explore Georgia to create a dynamic custom content campaign to invite readers of Travel + Leisure to explore all the Peach State has to offer in 2021. The goal of this campaign was to reach a national audience for Georgia’s wide variety of travel offerings – from large cities to small towns, from the mountains to stunning coasts. We delivered the message through interactive flip cards and an engaging premium post with a custom-built clickable navigation map designed to help readers navigate what to see, where to stay, and what to eat. Native promotional units and dark social posts across Meredith’s network were designed to send readers to the individual articles, also enhancing the reach of the campaign and driving travel consideration to the state of Georgia.
 
 
On Our Table: Bon Appétit + Origin
 
Publisher: Bon Appétit
Advertiser: Origin
 
Introducing On Our Table, a three-part video series following individuals who bring us together through food and have a deep connection to the nature that feeds us. Our first stop is Rockland, Maine, where two-time James Beard Award-winning chef Melissa Kelly has perfected full-circle farming practices at her restaurant, Primo.
 
 
Kid Foodology: PARENTS + Walmart
 
Publisher: PARENTS
Advertiser: Walmart
 
Kid Foodology: The study of food that makes kids — and their parents — smile. Parents may be superheroes, but for some, mealtime can be their kryptonite. The antidote? Start by perusing this ultimate resource to help you break down your family’s mealtime challenges and find solutions vetted and approved by real kids — or foodologists, if you will. We put Walmart at the center of this story, showing how parents can partner with this superstore giant to put smiles on their kids' faces for every meal with easy, healthful solutions they can shop straight from our native content pages--whether it's informative article content, interactive meal finders, or a fun competition-style hero video.
 
 
Technology Vision 2021: CNBC + Accenture
 
Publisher: CNBC
Advertiser: Accenture
 
After the huge disruptions caused by the COVID-19 crisis in 2020, companies are looking to get back on course and, importantly, build for the future. While it will be tempting for companies to retreat to what they know, 2020 brought the need for a different path to light. If businesses continue to have a clear-eyed perspective and sharp focus on their expedited digital transformations, they can emerge as Masters of Change and the new leaders.
 

Top 10 - Commerce Content

 
 
The Best Toys of 2021: Today's Parent + Mastermind Toys
 
Publisher: Today's Parent
Advertiser: Mastermind Toys
 
Every year around the holidays, Today's Parent magazine publishes its toy guide where toys are tested by real families to help parents choose which are the latest and greatest toys of the year and which are the best of the best broken down by age. This year, Today's Parent partnered with Canadian retailer Mastermind Toys, who became their official play partner for the year, providing all the toys for testing, lending the brand their space for shooting the gorgeous cover and toy guide feature and sponsoring a regular play column through the earlier months of 2021 demonstrating the importance of play. The partnership was a match made in heaven, making Mastermind Toys the only location parents needed to shop for their kids for anything play-related and confirming that Today's Parent is Canada's go-to resource for not only the best toys of the year, but anything related to being a parent in Canada.
 
 
 
Return to Fashion: Stylecaster + SHEIN
 
Publisher: Stylecaster
Advertiser: SHEIN
 
After 18 months of sweatpants and messy buns, the StyleCaster editorial team heralded in the Return to Fashion this past September with a highly stylized and beautifully shot digital issue. Cover star Camila Coelho shared her new outlook on her life and career, as well as some stunning photos and videos for her fashion forward fans. Presented by SHEIN, a StyleCaster fan favorite, the issue featured TikTok trends, affordable and designer looks, as well as celebrity interviews. September's digital issue was accessible through an immersive experience, giving our community an interactive way to explore the hottest style trends and get themselves ready to Return to Fashion.
 
 
 
PUMA’s New Mayze Sneakers Serve Big Platform Energy: NYLON + PUMA
 
Publisher: NYLON
Advertiser: PUMA
 
While sneaker culture has historically been a bit of a boys’ club, a shift toward the celebration of women in the sneaker-sphere has never been more apparent. Puma has been leading that charge through high-profile collaborations with inspiring women, its “She Moves Us” initiative, and sought-after silhouettes that fly off the shelves and straight into double-tap-worthy selfies. Puma’s latest drop, the Mayze, is a chunky, creeper-style sneaker that proves that the brand is serious about giving women what they actually want from a shoe. The brand says it drew from a mix of “archive inspirations and contemporary Puma classics” to design the sneaker, which is “made for those who embrace the spotlight” — just like Dua Lipa, who was first announced as the face of Puma last November. PUMA partnered with NYLON to highlight what Dua Lipa and three other women love about the new line.
 
 
Mashable Home: Interactive virtual house experience : Mashable + Walmart
 
Publisher: Mashable
Advertiser: Walmart
 
With 2020 events canceled, and an industry reeling from unprecedented shifts in consumer behavior, Mashable Home offered consumers a space to hang out together virtually. This interactive 360° home featured 6 custom rooms, 60+ shoppable products, and fun games— all driving more than 47M impressions and 2.17M total views. Add in an additional 2M+ video views garnered for our live influencer tutorials, this disruptive & engaging experience overcame virtual saturation and met users where they felt most comfortable– right at home. Mashable Home made waves in the interactive event space, with features in over a dozen industry-leading publications, including a glowing Ad Week article. With its sleek design and high-tech platform, Mashable Home broke the mold of what other publishers were producing virtually. Our audience celebrated the artful collab with an average experience rating of 4.5/5 stars, and our presenting sponsor, Walmart, saw a significant increase in brand perception and ROI.
 
 
I Only Ate Food From A Meal Subscription Service For A Week & Here’s What Happened: Narcity + Goodfood
 
Publisher: Narcity
Advertiser: Goodfood
 
If nothing else, the pandemic has unleashed a trove of culinary trends. Dalgona coffee, sourdough bread, pancake cereal — we've all kept ourselves nice and busy in the kitchen as we adapted to the world around us. Goodfood is one of the biggest meal subscription services in Canada today; it all started with a simple goal, to help people prepare delicious, yet healthy meals from the comfort of their own home. This article follows the journey of a Narcity writer as she only eats from the meal delivery service for a whole week.
 
 
How to Be a Hero on Valentines Day: GQ + eBay
 
Publisher: GQ
Advertiser: eBay
 
Partnered, single or anywhere in between, a luxury watch from eBay makes the ultimate V-Day gift.
 
 
A Living Room Makeover: MyDomaine + QVC
 
Publisher: MyDomaine
Advertiser: QVC
 
MyDomaine takes the reader on a journey of moving from a Brooklyn apartment to a three bedroom home and all the interior decorating that comes with the new space. The piece uses smart, stylish choices from QVC and photography of the finished looks.
 
 
 
BFFs Really are the Best: Hello Giggles + L'Oreal
 
Publisher: Hello Giggles
Advertiser: L'Oreal
 
Maybelline New York partnered with Foundry to generate awareness about the Instant Age Rewind Eraser Dark Circles Treatment Concealer. Inspired by National Best Friend's Day, Foundry designed a premium article for HelloGiggles that featured two dynamic pairs of BFFs and custom photography. The longtime friends reminisced about their favorite moments together and shared how they use Instant Age Rewind Eraser Dark Circles Treatment Concealer to recreate their favorite beauty looks.
 
 
 
Thirsty for Adventure: SheKnows + Stanley
 
Publisher: SheKnows
Advertiser: Stanley
 
In this immersive digital destination for Stanley, SheKnows aggregated product reviews, hydration tips, influencer posts, gift guides and video content in a rich storytelling experience.
 
Holiday Your Way: In The Know + Saks Fifth Avenue
 
 
 
 
Publisher: In The Know
Advertiser: Saks Fifth Avenue
 
Yahoo and Saks Fifth Avenue partnered on an interactive augmented reality selfie filter for Instagram. People visiting the Saks Instagram account can access the filter, which brings them to a Saks-inspired virtual holiday world with three different holiday look options. All of the products in the AR experiences are also included in a custom gift guide on In the Know By Yahoo. A promotional video of the experience is running in ads across Yahoo-owned properties, driving viewers to the AR holiday filter via a link atop the ITK Gift Guide. Product links and the promo video are featured across social platforms and, QR codes also bring people directly to the Instagram experience.
 

Top 10 - Local and International

 
 
Creatives get creative: A stylist and photographer shares her tips for working from home: Globe and Mail + Crest
 
Publisher: Globe and Mail
Advertiser: Crest
 
Product stylist and photographer Danielle Reynolds shares the details of her work from home routine as a solo creative. When there’s so little separation between work and life, self-care becomes a priority. The partnership with Crest and The Globe and Mail shines a light on the importance of consistent routines.
 
 
 
MiBrew Trail: Hearst StoryStudio + MI Brew Trail
 
Publisher: Hearst StoryStudio
Advertiser: MI Brew Trail
 
As Michigan’s emerging craft beer scene continues to grow and evolve, the craft beer lovers of the state are growing in numbers and evolving too. With Michigan now ranking sixth in the number of breweries in the USA, there are plenty of great experiences to be had. The MI Brew Trail is a constantly growing beer trail full of adventures for the craft beer crowd.
 
 
In Loving Memory: Reach + Co-op Funeralcare: Mirror + Co-op Funeralcare
 
Publisher: Mirror
Advertiser: Co-op Funeralcare
 
Reach & Co-op Funeralcare have partnered since March 2020, helping communities navigate the death of loved ones in the height of a global pandemic. In 2020 we helped people organise funerals in isolation, providing a platform to celebrate the lives of those lost. But after this, life didn’t simply return back to normal. In 2021 we saw that the nation was looking for ways to deal with grief in the pandemic, with terms such as ‘how to deal with grief’ and ‘grief support’ all up in search. We needed to address this bigger societal need - how to grieve in isolation, exploring coping mechanisms and ways to support yourself and others. We offered help and advice to those who need it, through experts in the field of grief management. Our campaign struck an emotional chord with our audience, resulting in uplifts in seeing Co-op Funeralcare as a brand that cares, and in consideration and taking action to find out more about Co-op Funeralcare.
 
 
Calling all conscious travellers!: Vancouver is Awesome + Cariboo Chilcotin Coast
 
Publisher: Vancouver is Awesome
Advertiser: Cariboo Chilcotin Coast
 
The Cariboo Chilcotin Coast is the heart of B.C.'s wild. Framed by rolling hills and coastal mountain ranges, the province’s untamed frontier is bursting with diverse landscapes and ecosystems, abundant nature and wildlife, and rich history and culture. This article from Vancouver is Awesome helps readers learn how to travel responsibly within B.C.'s Cariboo Chilcotin Coast so they'll be prepared for local travel experiences when inter-community travel within the province is encouraged again.
 
 
 
Dim sum connects Hongkongers and their ability to reinvent: South China Morning Post + Brand Hong Kong
 
Publisher: South China Morning Post
Advertiser: Brand Hong Kong
 
Dim sum is a Chinese dish that has long been bringing Hong Kong people together. In this mini-documentary video story, two dim sum chefs, a world-renowned magician, and an artisanal candle maker share how this comfort food inspires their work.
 
 
Eat Play Stay Alberta: Postmedia + Eat, Play, Stay Alberta
 
Publisher: Postmedia
Advertiser: Eat, Play, Stay Alberta
 
The COVID-19 pandemic hit Alberta businesses hard, particularly in the tourism and hospitality industries. With many people staying close to home for thepast year, including international tourists, local businesses need a boost. With vaccinations progressing, there are glimmers of a brighter future in 2021. Surveys from Expedia and Statistics Canada pointed to more interest in local travel this year, particularly between May and September. Eat, Play, Stay Alberta was a new digital opportunity from Postmedia for small businesses in the tourism and hospitality sectors to appeal to locals. Custom digital pages on the Calgary Herald and Edmonton Journal shared with readers stories and sponsored profiles about local businesses, including deals andenticements for consumers staying close to home. Created by Postmedia's commercial content division, Content Works.
 
 
Island Lake Lodge: Only 10 Miles From Town But Feels Far From Civilization: Avenue Magazine + Island Lake Lodge
 
Publisher: Avenue Magazine
Advertiser: Island Lake Lodge
 
Located just outside the small mountain town of Fernie B.C, Island Lake Lodge is situated within 7,000 acres of private pristine wilderness. Guests travel through Mount Fernie Provincial Park, through old growth forests with 800-year-old cedar, spruce and Douglas fir trees. On arrival, guests find themselves removed from the modern world at this spectacular lodge setting, within the dramatic Lizard Range of the Rocky Mountains.
 
 
Lil-lets Talk: All About Your Cycle : News24 + Lil-lets
 
Publisher: News24
Advertiser: Lil-lets
 
To break the silence around menstruation and address the taboos that still exist around it, we interviewed experts and celebrity Dineo Ranaka about periods at all life stages. It opened up discussion across all segments of society, without shame.
 
 
 
The launch of the All-New Taos 2022: La Presse + Volkswagen
 
Publisher: La Presse
Advertiser: Volkswagen
 
For its most important launch of the year, that of the new Taos, Volkswagen has entrusted Studio XTRA La Presse with the production of an impressive branded content initiative titled “Giving You the Keys.” In this series of five articles that include a 3-minute video, the protagonists go on an adventure behind the wheel of the Taos passing the keys of the vehicle to one another at the end of each episode. “This concept allows us to both present authentic stories and integrate the Taos in a completely organic way. The Taos is an integral part of the story,” explains Lynne Piette, Director of Marketing at Volkswagen Canada. “Volkswagen highlighted the individuality of each protagonist by giving me their trust leaving the field open to exploration. Most of our leads had no camera experience. They opened the doors to their world with generosity and sensitivity,” confides the director, Vanessa Gauvin-Brodeur from BLVD. The five episodes were broadcast exclusively in La Presse.
 
 
Road Trip: Myrtle Beach: Winston-Salem Journal + Visit Myrtle Beach
 
Publisher: Lee Enterprises in partnership with Brand Ave. Studios
Advertiser: Visit Myrtle Beach
 
Visit Myrtle Beach was looking for a unique way to highlight the benefits of road tripping to Myrtle Beach. In addition to traditional tourism content, this series includes a "road trip" feature designed to turn the road trip into an adventure filled with local treasures and the opportunity to make memories out of the journey. The series published in five Lee Enterprises markets (with 5 variations of the road trip article). The Road Trip: Myrtle Beach series is presented in an interactive, image-driven presentation to illustrate the beauty of the Myrtle Beach area.
 

Top 5 - Celebrating Diversity & inclusion

 
 
Design For All: Architectural Digest + Google

Publisher: Architectural Digest
Advertiser: Google
 
Transforming the Way We Think About Inclusion, Identity, and Accessible Spaces. A conversation about accessible design featuring Suchi Reddy, founder of Reddy Made Design, Annie Jean-Baptiste, Head of Product Inclusion & Equity at Google, Jeffrey Mansfield, Design Director at MASS Design Group, and David Kaufman, Digital Director at Architectural Digest
 
 
My Goal This Year Is to Grow, Knowing Anything Can Happen: New York Times + Square
 
Publisher: New York Times
Advertiser: Square
 
The New York Times and Square tell the stories of 10 entrepreneurs and how they respond to knowing that now, more than ever, anything can happen. Explore this ode to small business owners and discover how 12 entrepreneurs are embracing the spirit of possibility.
 
 
BlogHer Inclusive Future - an online dialogue to celebrate and explore diversity, equity and inclusion: BlogHer + Philip Morris International
 
Publisher: BlogHer
Advertiser: Philip Morris International
 
Sponsored by Philip Morris International, Inclusive Future explores the global conversation about diversity, equity and inclusion in the global workplace, with a particular focus on how we measure inclusivity. Measurements like composition of workforce and the pay gap offer solid direction on how to measure and ultimately improve diversity and equity, but there is no authoritative approach to effectively measuring inclusion in business. As every business leader knows, what gets measured, gets managed. Inclusive Future seeks to answer the question: how should we measure inclusivity in the workplace in order to achieve organizational impact? 
 
 
6 Reasons Every Woman Should Meet With A Financial Advisor: Bustle + Northwestern Mutual
 
Publisher: Bustle
Advertiser: Northwestern Mutual
 
There are tons of amazing milestones to celebrate this International Women’s Day, but on top of acknowledging the noteworthy achievements of womankind, it's also important to challenge existing gender bias and inequality. Luckily, Northwestern Mutual is committed to helping women take control of their money through financial planning — because there’s nothing more empowering than financial freedom.
 
 
One Night in Miami: Which Path to Freedom?: Variety + Amazon
 
Publisher: Variety
Advertiser: Amazon
 
To promote Amazon Studios’ film “One Night in Miami…” for awards consideration, Variety Content Studio created a cross-platform campaign including original print, video and digital content. Starting with a powerful essay by acclaimed writer Caroline Randall Williams and featuring original art by noted illustrator Lincoln Agnew, this package sheds light on a topic that still resonates today: What is the responsibility of Black celebrities toward the civil rights movement? (Malcolm X, Cassius Clay, Jim Brown and Sam Cooke confront that issue in the film.) Four original videos, including exclusive interviews, provide an inside look at the making of the film, with the kind of insightful conversations only Variety can deliver. Bold print and web design add impact to the presentation. “One Night in Miami…” was nominated for numerous awards including three Oscars, all in categories specifically targeted by this package: adapted screenplay, supporting actor and original song.  
 

Top 5 - Arts & Entertainment

 
 
 
Convicted: Across Borders: LA Times + Focus Features

Publisher: LA Times
Advertiser: Focus Features
 
Each year, millions of Americans travel abroad and more than 3,000 are imprisoned every year. Many of them are wrongfully convicted, and many of them are told they will never go home again. From Focus Features and L.A. Times Studios comes the brand-new podcast series, CONVICTED: ACROSS BORDERS. Hosted by famed lawyer and bestselling author, Marcia Clark, we’ll hear straight from the mouths of the men and women who lived through these trials. Through these stories we’ll explore how seemingly benign actions can lead to incarceration in foreign lands, how to navigate different legal systems when you don’t even speak the language, and who one turns to when the closest help is thousands of miles away. Five unimaginably harrowing stories. Five traumatic fights for freedom. And five incredible true cases with emotional homecomings that have to be heard to be believed.
 

 

 

Meet The Challenge All Stars: New York Post + Paramount
 
Publisher: New York Post
Advertiser: Paramount
 
Paramount+ hosted the premiere of The Challenge: All Stars where fan favorites of the hit MTV show reunited to take part in a physical and emotional competition. In a premium branded content piece, Post Studios introduced these All Stars to our readers while taking a look back on their past challenges. This custom, edge-to-edge experience showcased All Stars trading cards accompanied by images and stats with fun, animated elements to make the content pop. The article outlined each contestant's previous performance from the show as well as what they’ve been up to since their last tv appearance. This engaging campaign drove users to the Paramount+ website as well as a trailer to get a taste of all the action on The Challenge: All Stars.
 
 
Epic At-Home Movie Night: Entertainment Weekly + Walmart
 
Publisher: Entertainment Weekly
Advertiser: Walmart
 
Plussed-Up Experiences’ was a branded-content program that put Walmart’s shipping and delivery service product on the map, by showing how Walmart+ could give people time back and elevate the moments we cherish. In a truly cross-platform approach, we hit our audience through social, digital and offline media, and used our branded content to take Plussed-Up Experiences to an epic level. First, we asked our audience to enter our “Plus-Up” contest for a chance to bring back a beloved cancelled event. Then, we brought the event back in a big way—Halloween, Thanksgiving, and a deserving 15-year-old’s Quinceañera—with the help of celebrities, like Jason DeRulo, Marcus Samuelsson, and Sofia Reyes. This was supported by a series of highly interactive Premium Articles with embedded shoppable carts to drive purchase directly with Walmart+

 

 
Tubi Tuesday: Decider + Tubi
 
Publisher: Decider
Advertiser: Tubi
 
For four weeks, Tubi took over Decider every "Tubi Tuesday" with the launch of a new branded content article. Each article focused on different themes and was promoted across the Post Digital Network for one week.
 
 
Pembroke University and Netflix's Newest English Department: U.S. News & World Report + Netflix
 
Publisher: U.S. News & World Report
Advertiser: Netflix
 
U.S. News & World Report is closely identified with its higher education expertise, which helps students and their families navigate one of life's most important stages. U.S. News's BrandFuse studio and Netflix put a fun twist on this by co-producing a faux college profile page for the fictional (and slightly dysfunctional) Pembroke University, from Netflix's series "The Chair." Ranging from tongue-in-cheek superlatives to faculty spotlights of characters played by the likes of Sandra Oh and Holland Taylor, the faux profile's six custom-produced content sections demonstrate the full range of humor and heart that can be found in the world of elite academia.
 
 

Top 5 - Beauty & Fitness

 
 
The Byrdie Guide to a Healthy Skin Barrier: Byrdie + StriVectin

 
Publisher: Byrdie
Advertiser: StriVectin
 
Between the freezing temps and drying indoor heaters, it’s kind of a no-brainer your skin is rebelling. (We’re looking at you, redness, flakes, and fine lines.) The most effective way to keep it healthy and happy? Strengthening your barrier, the outer layer of your skin that seals in moisture. Byrdie partnered with StriVectin, the experts in skin barrier science, to bring you all the essential info you need to take your moisture barrier from thirsty to thriving.
 
 
The Skinterview: InStyle + Ulta Beauty
 
Publisher: InStyle
Advertiser: Ulta Beauty
 
In The Skinterview, Foundry partnered with Ulta Beauty to create an immersive destination across InStyle, People en Español, Real Simple, and SHAPE that features real women’s skin stories, editor testimonials, and product spotlights. With 24 first-person articles and over 20 pieces of custom social centered around relevant skincare categories—Sun Care, Clean Beauty, Skin Health, and Routine—Foundry and Ulta Beauty are helping women turn their skin “problems” into possibilities. From emotionally resonant storytelling to helpful expert advice, The Skinterview gave all women a platform to share their skin stories and demonstrate how Ulta Beauty is the one skincare destination for everyone.
 
 
We Tested the New HOKA Bondi X with Two LA-Based Runners: Gear Patrol + Hoka
 
Publisher: Gear Patrol
Advertiser: Hoka
 
We partnered with HOKA to give two LA-based runners a test run of the new HOKA Bondi X. Running is a way to push yourself in your athletic endeavors and can teach you a lot about life, about yourself and what it means to be constantly improving. It takes a certain personality to pursue self-improvement and self-betterment through running — personalities like Brian Galdamez and Mireille Siné. They are two of the most driven, accomplished and active runners in the Los Angeles running community, and with numerous miles under their belts and races on the way, they were perfect candidates to give these shoes a test.
 
 
Future Face: Vogue + SkinCeuticals
 
Publisher: Vogue
Advertiser: SkinCeuticals
 
Is The Future of Skincare Already Here?
 
 
 
Build a Bucket List worth Celebrating: PEOPLE + L'Oreal
 
Publisher: PEOPLE
Advertiser: L'Oreal
 
In celebration of essie's 40th birthday, Foundry designed an immersive digital destination rooted in PEOPLE. Readers could take a quiz to discover which activity they should add to their bucket list, from spicing up craft cocktails to upgrading handwritten notes. Each quiz outcome was inspired by one of essie's iconic shades and included a step-by-step how-to guide. The content drove a high engagement rate that was 6.5x Meredith's benchmark and the quiz saw an impressive 82% completion rate. Campaign also included a social story campaign featuring custom-shot imagery.
 
 
 

Top 5 - Food & Drink

Behind The Bar: Narcity + Martini
 
Publisher: Narcity
Advertiser: Martini
 
Last winter, Ontario and Quebec were under strict stay-at-home orders, restricting in-door gatherings. Finding a place to decompress over cocktails had become challenging for some, especially with patios closing for the winter. Martini came to us, in the hopes of solving this issue and driving awareness to their Martini Fiero liquor, Digital cocktail class and the Martini Fiero cocktail kit. Through the Behind The Bar series, Narcity and Martini provided users with the inspiration and tools they needed to craft their own delicious cocktails. We featured local bartenders and asked them to craft their own signature cocktails using Martini Fiero and other Martini products. As they created their masterpieces we had them speak to the inspiration, what food they’d pair their drink with, giving our viewers the inspiration they craved to craft these drinks themselves and for their friends.
 
 
Chinese Cuisine with Southern Homage: Garden & Gun + Duke's
 
Publisher: Garden & Gun
Advertiser: Duke's
 
In partnership with Duke’s Mayonnaise, Garden & Gun produced a compelling digital branded content campaign highlighting Jackrabbit Filly, a Chinese-American restaurant in Charleston, South Carolina. Illustrated through a custom video and accompanying photography, the story covered the restaurant’s origins and evolution, as well as chef-owner Shuai Wang’s passion for Duke’s. The narrative was shared across G&G platforms, encouraging culinary enthusiasts to visit Jackrabbit Filly and experience its unique blend of Chinese and Southern cuisines.
 
 
Eat This Now: AllRecipes + Country Crock
 
Publisher: AllRecipes
Advertiser: Country Crock
 
Forget slicing and dicing and prepping--sometimes the hardest part of dinner is figuring out what to make that’s quick, easy, and delicious. In "Eat This Now," Allrecipes partnered with Country Crock and Tia Mowery to create easy, delicious, and mouth-watering dishes that are so easy to make you'll be coming back for more. The "Eat This Now" destination includes 16 custom-developed recipes featuring Country Crock, 8 custom videos featuring Tia Mowery, and an interactive site allowing users to choose the meal that fits their needs.
 
 
Setting the Vibe with Jeremy Pope: GQ + Grey Goose
 
Publisher: GQ
Advertiser: Grey Goose
 
Mixing friends and martinis is always a recipe for a good time with @JeremyPope and @greygoose Starring: Jeremy Pope, Silas Vassar III, Taylor Symone
 
 
Need Vin-spiration?: Food & Wine + Loire Valley Wines
 
Publisher: Food & Wine
Advertiser: Loire Valley Wines
 
The Loire Valley--known as the Garden of France--has it all. Wines from the Loire are approachable, food-friendly, and affordable. Whether you gravitate towards white, red, rosé, or sparkling, the Loire Valley area specializes in fresh, single-varietal wines that pair perfectly with all your favorite dishes. In this partnership between Food & Wine and Loire Valley Wines, we inspired consumers to try a variety of wines from across the Loire Valley region with global dishes that went beyond the expected French fare, from tuna poké, to Tex-Mex Nachos, to crab cakes. Custom illustrations living in a custom infographic created an engaging and interesting piece to read and enjoy.
 

Top 5 - Health & Wellness

 
 
For Pfizer, a COVID-19 vaccine may just be the beginning for the potential revolutionary promise of mRNA technology : NBCUniversal + Pfizer
 
Publisher: NBCUniversal
Advertiser: Pfizer
 
When the Pfizer-BioNTech COVID-19 vaccine first began receiving emergency use authorization in December 2020, it was a tremendous scientific achievement. Millions around the globe had been eagerly awaiting a vaccine against COVID-19 – and one was delivered in record-setting time thanks to groundbreaking mRNA technology. In a demonstration of how the NBC News Brand Studio can create newsworthy content that informs, educates and provides beneficial utility, we collaborated with Pfizer to explain mRNA and its potential to transform biotechnology. The highly successful campaign shed light on the science behind mRNA with an infographic that broke down how mRNA is made in the body while explaining its potential to fight off viruses, cancers and even genetic and rare diseases when combined with synthetic mRNA. Additionally, we interviewed two leaders at Pfizer to discuss the development of the Pfizer-BioNTech COVID-19 vaccine, Pfizer’s commitment to mRNA research and the future of medicine.
 
 
How Can Plants Help Us Relax, Sleep Better and Boost Our Immune Systems?: New York Times + Traditional Medicinals
 
Publisher: New York Times
Advertiser: Traditional Medicinals
 
More than 75 percent of the world’s population relies on traditional healing practices, and most of that is herbalism. In the United States, where it has diverged from conventional medicine, alternative medicine has become more integrated into mainstream healthcare. As we search for approachable, holistic ways to improve our health and quality of life, especially during fraught times, more people are turning to herbalism — and it can be as simple as drinking a cup of tea.
 
 
The History of Psychedelics: Visual Capitalist + Tryp Therapeutics
 
Publisher: Visual Capitalist
Advertiser: Tryp Therapeutics
 
In partnership with Tryp Therapeutics, Visual Capitalist created this data-driven content series that showcases the history of psychedelics and explores how they became a breakthrough medicine with an estimated $100 billion addressable market.
 
 
Hundreds of People Share This One Refrigerator: Well+Good + Target
 
Publisher: Well+Good
Advertiser: Target
 
Instead of letting produce sit in your fridge and go to waste, what if there was an easy way to get extra food into the hands of people who needed it? That’s the premise behind The Friendly Fridge BX, a refrigerator on the sidewalk in the Bronx, New York where people can take what they need and leave what they don’t currently have a use for. The organizers, Sara Allen and Selma Raven, aim to fight food insecurity and support sustainability by making leftover food from restaurants and people’s home kitchens available to those who need it. For this campaign, Target’s goal was to amplify the voices of individuals making an impact on their local community through sustainability. They achieved that through highlighting The Friendly Fridge BX in a custom video on Well+Good showing how simple it can be to support your community and how empowering mutual aid can be. This is a piece of a bigger campaign with Leaf Group’s sites, including a custom video with Hunker.com.
 
 
A Game Changer for High-Risk Medications: Health + Validose
 
Publisher: Health
Advertiser: Validose
 
In 2019, a product and development firm called 10xBeta created Validose to address the ongoing issue in how we administer and monitor controlled substances. This revolutionary new device is poised to address many of the trickiest modern problems in patient care including the misuse of prescription medicines, the monitoring of dosage/adherence and—above all—the ability to change lives in some of the world’s most vulnerable populations. Validose is not just a story of a single device: it is the convergence of technology, behavioral design and the future of medication. To help support the launch of Validose, the Foundry took a reportage style approach to bring the device's story to life, while placing it within the context of the current opioid crisis. The end result is a highly stylish long-form piece that comes to life across four unique chapters.
 
 
 

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