Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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PROGRAM
2021 SILVER
Abtal El Shawarea (Stars on the Streets)
Clear, from Unilever, had been using football in Egypt in advertising, but it needed to do more to improve its brand’s image among Egyptians, as a global brand contributing to local communities. So, we created a platform to bring Clear’s purpose to Egypt by doing something no brand had done before FOR Egypt: Give talented street children their opportunity to shine. We activated street football camps across the country and selected a team of street stars to represent Egypt at the Street Child World Cup and the Homeless World Cup.
Brand:
Unilever - Clear
Client:
Unilever Egypt
Agency:
FP7 McCann Cairo
Language:
English
2021 BRONZE
Whatever
How does a fizzy drink that’s fizzling out, with no positive sentiment among drinkers in a shrinking soft drinks category, go to bat against goliath Coca-Cola during a global pandemic? By embodying the zeitgeist of its Gen. Z drinker: “Whatever.” Results? RC Cola reversed the sales decline caused by the government’s sugar tax, increased sales of flagship RC Cola Mega by 67%, and raised positive sentiment about the brand by 25% during a pandemic—when Filipinos had no reason to be drinking a celebratory soda.
Brand:
RC Cola
Client:
ARC Refreshments Corporation
Agency:
GIGIL
Language:
English
2021 BRONZE
You Do You
In order to turn around the Kraft Dinner business which had been in decline since 2016, we designed a platform that provoked Canadians to take ownership over KD and hack their mac in weird and wonderful ways. This allowed us to reverse historical declines in our business, delivering a 27% increase in sales and 4 point increase in market share. Beyond that, we saw equity grow with a new target who KD wasn’t previously connecting with. The You do You platform took the brand from historical declines to exponential growth.
Brand:
Kraft Dinner
Client:
Kraft Heinz
Agency:
Rethink
Language:
English
FINALISTS
Sprite
Heat Happens - Don't lose to Heat
Google
Me Being Me, and Google Gets Me
Mastercard
Unknown Legend
