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. 

2016 BRONZE

Mobile World Congress

Despite a robust Mobile Business Solutions portfolio, IBM was a decade late to the marketplace. Audiences knew the company for quality server hardware, but not for its solutions in high-growth areas such as Mobile. We had to make a splash with key target groups (COOs, CIOs, CMOs, and CISOs), and we had to do it fast. So at Mobiles biggest event of the yearMobile World Congress in Barcelonawe debuted a tailor-made, real-time Newsroom that helped triple IBM Mobile revenues while making double-digit gains in consideration and preference and leapfrogging the competition in terms of engagement.

Brand: IBM
Client: IBM
Agency: Ogilvy & Mather
Language: English

2014 SILVER

Budweiser Red Light: Goals Across Canada

What happens when Budweiser, rich with 137 years of American heritage, must forge a meaningful connection to Canadian drinkers to drive top 3-brand preference and consumption during Canada s biggest volume-driving occasion? You turn a seemingly crippling setback from a competitors NHL corporate sponsorship into an opportunity to behave as Canadas most passionate fan. Without traditional advertising during the games, Budweiser amplified game time experience for every fan across Canada with tech innovation. A tangible product experience built brand relevancy and crated a lasting legacy forever changing how hockey is celebrated.

Brand: Budweiser
Client: Labatt Breweries of Canada
Agency: Anomaly Toronto
Language: English

2014 BRONZE

Reality Drop

Climate science is a nuanced subject thats become a battleground for cultural debate. Every news article attracts arguments about what is really happening and who is at fault. Al Gores Climate Reality Project needed a way to arm activists with the facts. Reality Drop aggregates climate news from around the world and aligns it with the science that explains it, enabling activists to quickly dive into the fray. Since launch, weve surfaced over 29,000 climate articles and our reality droppers have engaged in over 50,000 debates, reaching over 180,000 people.

Brand: The Climate Reality Project
Client: The Climate Reality Project
Agency: Arnold Worldwide
Language: English

FINALISTS

McDonald's McDonald's Classroom

Cadbury Bournvita Bournvita Presents Get The Message

Cadbury Celebrations NOT JUST A CADBURY AD 2.0