This category will honor those efforts that successfully communicate to teens or young adults.
It's Me It's Not My Period
It's Me It's Not My Period In order to grow the U by Kotex business in a flat-lining, habit-driven category, we needed to change what is essentially a routine purchase by giving our target a compelling reason to actively choose U by Kotex. We launched It's Me It's Not My Period to challenge broad reaching and deeply embedded societal prejudices about menstruation. Key to our success was shifting society's perspective of a woman's period from a source of embarrassment to a source of empowerment.
Brand: U by Kotex
How Fruto-Nyanya has strengthened its leadership positions in the conditions of the falling kids juices market
We did not want to create complicated stories or legends, so instead decided to base our campaign on the fact that Fruto-Nyanya is an expert in baby food – in juices particularly. Therefore, we concentrated on naturalness as it is one of the most important characteristics for a mother when choosing a juice for a baby. Mothers of babies simply do not know that juice can consist solely of fruits, with no additional supplements or unhealthy substances – hence, they avoid giving juices to their babies. We decided to base our creative campaign on the direct comparison of apples and Fruto-Nyanya juice, using the popular proverb “The apple does not fall far from the tree”, building a strong connection between natural, real apples and our juice for the consumer.
Client: Progress (FrutoNyanya)
Agency: DDB Russia
X-LINE is a new sub-brand by Lee Jeans, sold exclusively online and tailor-made for China teens. The goal was to create awareness, and engage the young generation in a highly relevant and targeted way. We spotted a rising trend on emerging social media in China, of teens creating and sharing their own original dance moves. We focused our limited budget on China's No.1 social-video app. We created the X DANCE, using dancers wearing X-LINE, with Lee's e-commerce store one tap away. It went viral. Teens everywhere copied, tweaked, and created their own X DANCE moves, and shared them again throughout DOUYIN.
Brand: Lee China X-Line
Client: VF Corporation
Agency: McCann Worldgroup Hong Kong