Engaged Community
This category is about managing effective, engaged communities. Entrants will be brands that are creating content, experiences, and platforms that get their communities to grow, act or amplify messaging in a way that directly relates to the brand's goal.
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2015 SILVER
This is Wholesome
Honey Maid is a classic, all-American brand thats been part of families lives since 1925. But by 2013 it was seen as old-fashioned. Our challenge was to reposition Honey Maid as a modern snacking brand for todays families. We drew a parallel between the brand and modern day families, recognizing that despite a lot of change over the years, what defined each of them as wholesome hadnt changed. This is Wholesome moved a nation with its message of love, earned 361M media impressions and delivered an advertising contribution of 13%.
Brand:
Honey Maid
Client:
Mondelez International
Agency:
Droga5
Language:
English
2015 BRONZE
I Am the New Creative
When Adobe launched its subscription-based Creative Cloud platform, it delighted some creatives, antagonized many more and experienced real turbulence in moving to a new creative-services model. To reengage the community and reignite interest, we changed the conversation. Instead of focusing on cloud technology, we relaunched and celebrated the creative audience itself. I Am the New Creative put the names, faces and portfolios of creatives front and center and used social media to share their work globally. The result: a reversal of sentiment and subscriptions that was ahead of Adobes goal.
Brand:
Adobe
Client:
Adobe
Agency:
Goodby Silverstein & Partners
Language:
English
2014 GOLD
Generation Know
U by Kotex led the fem care category in being the cool, edgy brand, but competitors were attacking us as style over substance. We needed to build meaning around U by Kotex, making it a force of genuine, positive change for girls. Taboos around vaginas damage young women, so we created Generation Know to bring about the first generation of girls who were empowered and informed about their vaginas. Hundreds of thousands of girls helped us spread knowledge, change societys views on feminine health, and increase sales 18%.
Brand:
U by Kotex
Client:
Kimberly-Clark
Agency:
Ogilvy & Mather
Language:
English
FINALISTS
McDonald's
Unbranded Menu
Sedal
Disciplina con Sedal
Eudora
Eudora Siàge
