Seasonal Marketing

This category will honor those efforts that effectively capitalized on a season, holiday or cultural event to drive results for their business. 

2022 GRAND

Not Just A Cadbury Ad 2.0

The severity of the 2nd Covid wave that hit India in 2021, dampened India’s biggest festive season of Diwali. Small local stores that contributed the most business for Cadbury were the most hit. And Cadbury was looking at a business de-growth of 10%. But, it turned this adversity into an unconventional opportunity by bringing on Bollywood superstar Shahrukh Khan to endorse local stores and help promote them through hyper-personalised MarTech innovation. In doing so, Cadbury helped uplifting thousands of small-businesses and ultimately unlocked 25% business growth for itself.

Brand: Cadbury Celebrations
Client: Mondelēz India
Agency: Ogilvy Mumbai
Language: English

2022 GOLD

A Very different Christmas

This is not a story about a big-budget retailer achieving growth by following the usual Christmas playbook and creating a big, tear-jerking Christmas campaign. No, this is a story about how a challenger with a decreasing share of voice defied the unspoken advertising rules of Christmas.
By bringing Christmas forward, Very successfully dodged the post-2020 retail freefall, maintained gross revenue and delivered a total profit ROI of £9.01 - a return that puts the business in the company of the celebrated big-guns. A perfect example of a creative marketing idea (and related change in media approach) that transformed commercial outcomes.

Brand: Very
Client: Very
Agency: Grey London
Language: English

2022 GOLD

Amreli Steels - Mothers' Strength

How does a steel rebar brand advertise on Mother's Day? More importantly, what do mothers have to do with steel rebars? Even more so, what do the two have in common? Our campaign answered all of the above questions. It depicted our mothers' various contributions that we take for granted and successfully drew an analogy between a mother's hidden strength to that of rebars. This unique execution resonated with the audiences and resulted in increased engagement on official social media, positive brand sentiments, organic sharing by publications and industry-record sales.

Brand: Steel Rebars
Client: Amreli Steels Limited
Agency: Arey Wah
Language: English

FINALISTS

Promociones Chinameras El poder de la Gollo Cumbia

El Lagar MamáGyver

Jumbo Ser Dominicano es lo Máximo de la A a la Z