Personal Care

Body wash, cotton swabs, deodorants, feminine hygiene products, soap, razors, shaving cream, toothpaste, etc.

2017 SILVER

The Vaseline Healing Project

This is the story of how Vaseline Brand transformed the humble jar of Vaseline Jelly into a powerful force for global good. After 140 years on the bathroom shelf, American households had forgotten just how powerful The Healing Power of Vaseline can be to heal skin. Our task: find a compelling demonstration of this Healing Power to catapult the brand back to relevance. The result: The Vaseline Healing Project, an ambitious new social mission created in partnership with Direct Relief that has helped 1.8 million people globally and ignited a business turnaround.

Brand: Vaseline Brand
Client: Unilever
Agency: BBH New York
Language: English

2017 SILVER

No Baby Unhugged

When it comes to diapers, Moms most often default to the category authority, Pampers. We needed to get expectant moms to consciously choose Huggies Newborn diapers as an active part of her pre-delivery prep. so we launched No Baby Unhugged, an initiative that helps all Moms understand the power of hugs and helps all babies get the hugs they need even if Moms can't be there to give them.It has succeeded in reversing a 4-year decline in the business while increasing Huggies Newborn diaper sales and market share at the expense of Pampers.

Brand: Huggies
Client: Kimberly-Clark
Agency: Ogilvy & Mather
Language: English

2017 BRONZE

Cabelo Pantene

Em 2016, a relevância de Pantene caía entre as jovens brasi-leiras. Nosso desafio tornou-se então encontrar uma conexão verdadeira que ganhasse a atenção dessas meninas e as fizesse  reconhecer a superioridade de Pantene como o padrão de excelência da categoria. Em nossos estudos descobrimos que, para essas jovens, os verdadeiros ícones e inspirações moram ao lado, como influenciadores digitais, e a vida real pode ser até mais inspiradora que o mundo das divas. Então, encorajamos consumidoras a criarem e buscarem sua própria beleza e força por meio do primeiro reality show sobre cabelos no Brasil, o que gerou recordes de resultados para Pantene.

Brand: Pantene
Client: P&G
Agency: Grey Brasil
Language: Portuguese

FINALISTS

Close Up As soon as you open your mouth

Closeup Getting young Egyptians to ‘care’ about oral care

P&G Always The Not Hot Periodwear