Personal Care

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

2014 SILVER

Old Spice Muscle Music

Old Spice typically relies on cultural conversation to succeed. But what do you do when your main competitor suddenly steals the show? Our challenge was to deflect AXEs push and win back the battle of the conversation. We created Old Spice Muscle Music, an interactive experience that allowed fans to compose and play custom music videos using Terry Crewss muscles. Ultimately, the effort helped Old Spice regain 84% of the category conversation and drove over 200MM earned impressions, but more importantly it helped the brand grow sales ($) by 5%.

Brand: Old Spice
Client: Procter & Gamble
Agency: Wieden+Kennedy
Language: English

2014 SILVER

Oral-B: Power of Dad's Smile

The challenge was lofty target socially savvy millenials and make a human connection with a functional product, Oral-B Power toothbrushes, and an emotional holiday, Fathers Day. The solution was to create a user generated, heartfelt video showcasing the proud, encouraging, loving smiles fathers have had for their children every step of the way and with Oral-B power toothbrushes, millennial children can keep those smiles healthy for years to come. Sales jumped over 14% vs. the previous year, with a paid to earned ratio of 1:3 that's powerful stuff.

Brand: Oral-B
Client: Procter & Gamble
Agency: Publicis Kaplan Thaler
Language: English

2014 BRONZE

Guard Your Manhood

4 million men in America suffer from incontinence, yet the conditions attached to an emasculating stigma. Of the 20% of men who address it with an absorbent product, 63% use a feminine product, or lack awareness of anything besides adult underwear. Depend needed to make men aware they could get light-end masculine protection. Within a manly campaign featuring football legend Tony Siragusa, he showed guys how to guard their manhood with Depend Guards & Shields. Depend brand affinity increased by 52%, which is a massive success for this category.

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

FINALISTS

Lifebuoy Shampoo Lifebuoy Shampoo - Onion, Naturally Strong

Spa Más que Arte es renovARTE

Close Up As soon as you open your mouth