Branded Utility
This category honors marketers who are creating a product in response to the marketing or business challenged faced that is NOT being sold in order to provide utility to consumers.
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2023 GOLD
ToMEATo Sauce
The Steak and Cheese Pie is a NZ culinary classic — a celebration of the nation’s meat-farming roots. Hell Pizza are progressive — notorious for breaking tradition, and leading in plant-based meats. So, it was no surprise when they made a Steak & Cheese Pie pizza without meat, but with a vegetable-based substitute. Meat-eaters were going to hate it. Our creative solution: ToMEATo Sauce–a tomato sauce, made with blood, served in a blood bag. The launch challenged meat-lovers to try meat-substitutes, and was one of Hell’s most successful ever.
Brand:
Hell Pizza
Client:
Hell Pizza
Agency:
Special Auckland
Language:
2023 SILVER
Bake from the Heart
Chocolate is often seen as a default gift option competing with multiple alternatives. For Raya 2022, Cadbury increased sales by making our packs both helpful and delicious. Traditionally, Malaysians gift baked Kuihs at Raya. Whilst there’s pride in saying “baked it myself”, many no longer do as they believe it takes too much effort. We reimagined our packaging to make baking simple, by generously turning them into baking sheets with regional recipes with chocolate. In doing so, we made Cadbury Dairy milk a key ingredient of Raya, helping Malaysians bake from the heart.
Brand:
Cadbury
Client:
Mondelēz Malaysia
Agency:
Ogilvy Kuala Lumpur
Language:
2022 SILVER
Turning drivers' downtime to learning time
Two of the most common grouses of Grab delivery riders are (1) too much downtime while waiting for restaurants to prepare food, and (2) that gig work is "dead end work" with little prospects for career growth and self-development. Grab's new 5 minute Academy was designed to address precisely both these grouses by turning driver downtime into driver upskilling time.
Brand:
Grab
Client:
Grab
Agency:
Grab
Language:
English
FINALISTS
McDonald's
McDonald's Classroom
Cadbury Bournvita
Bournvita Presents Get The Message
Cadbury Celebrations
NOT JUST A CADBURY AD 2.0
