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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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
