克里奧國際廣告獎 (Clio International Advertising Award)
2022
Reddit, Inc.
2021年超級盃（Super Bowl）的前面幾週，網路社群推動實際行動的力量清楚地展現了出來，一群Reddit的普通用戶在金融界掀起了風暴。Reddit「駭入系統」推出了一個只有5秒的廣告，霸佔了電視界最大的舞台，同時透過引導觀眾前往一個奧秘的子論壇 r/SuperbOwl，這樣的影響力體現Reddit充滿激情的社群個性，轉變了社會大眾的認知。
In the weeks before the 2021 Super Bowl, the power of online communities to drive real-world action was made abundantly clear as a group of Reddit underdogs took the financial world by storm. Given the scale of the story across every major news outlet, Reddit’s response needed to be as big as the moment the brand was having. Reddit “hacked the system” with a 5-second commercial that dominated the conversation on television’s biggest stage, celebrated the power of Reddit’s passionate communities & shifted mass perceptions, all while embracing the platform’s personality by teasing viewers to visit an obscure subreddit, r/SuperbOwl.
