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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PROGRAM
2017 SILVER
Care Counts
For more than one hundred years, Whirlpool has been committed to building appliances that enable the everyday care so necessary for families to thrive. That's why, when we found out kids were missing school because they lack clean clothes - we knew that we had to do something. Whirlpool created the Care Counts program to see how something as important as attendance rates could be impacted by the simple act of laundry. Whirlpool changed kids lives for the better by enabling them to succeed, increasing attendance rates by 93%.
Brand:
Whirlpool
Client:
Whirlpool
Agency:
DigitasLBi
Language:
English
2017 BRONZE
2017 BRONZE
C-suite
IBMs latest global C-suite Study was set for release in 2015. Traditionally a valued source of insight into the business world, the impact of the Study had diminished thanks to competitive intrusions, lagging perceptions of IBMs consulting expertise, and shifts in content consumption behavior. The challenge was to re-build the Studys relevance, leverage it to build awareness of individual IBM Global Business Services experts, and restore the prestige and impact that it had recently lost.
Brand:
IBM
Client:
IBM
Agency:
Ogilvy & Mather
Language:
English
FINALISTS
McDonald's
McDonald's Classroom
Cadbury Bournvita
Bournvita Presents Get The Message
Cadbury Celebrations
NOT JUST A CADBURY AD 2.0
