Born Licensing Nominated Twice at the Licensing International Excellence Awards 2024
Born Licensing has announced that its PGA Tour Superstore campaign by agency Tombras and featuring Chubbs from ‘Happy Gilmore’, and its AA campaign by agency The Gate London and featuring Street Fighter have both been nominated for ‘Best Advertising Campaign featuring a Licensed Brand’ at the 2024 Licensing International Excellence Awards.
Every year the Excellence Awards are dedicated to recognising outstanding achievements and innovation in the global brand licensing industry. This year, winners will be revealed at the awards event in May at the Licensing Expo in Vegas. Born Licensing are honoured and excited for these nominations!
The campaign, consisting of three 30’ films plus cutdowns, aimed to modernise the brand to attract the new, emerging generation of golfers, while also appealing to the core. The campaign initially launched on cable and digital during the Waste Management Phoenix Open (February 2023), followed by broadcast with heavy rotation on Golf Channel, plus during key live golf tournaments, most notably the US Open.
Born Licensing managed the approval process from start to finish, submitting all material for Universal Studios review to ensure they were comfortable with how their IP was being used within the campaign material. As Universal’s licensing agent, we were able to turn around faster than usual approvals to ensure key deadlines were met.
Take a look at the campaign here
The campaign launched at the end of July 2023, with DOOH and social media assets being distributed in major cities across the UK at high-impact full-motion sites, and across social media platforms. The campaign consisted of large scale animated executions featuring characters Ken and Ryu from Street Fighter destroying an unlucky civilian’s car with their signature martial arts moves. However, thanks to the AA, the innocent man doesn’t seem too concerned about his vehicle!
The execution received very positive reviews by industry publications and resulted in a positive increment of brand awareness for the AA, and also earned ‘Ad of the Day’ by Campaign.
Born Licensing’s award hat-trick
It is not the first time we have been nominated (and won!) for licensing awards all over the world. We pride ourselves as being the experts in licensing for advertising, so getting these forms of recognition from the licensing industry is a real honour for us. Take a look at our previous winning and nominated entries at the International Licensing Awards here.
