Global: Fast Moving Consumer Goods (FMCG)

All fast moving consumer goods products (both food & non-food) including packaged foods, snacks, alcoholic and non-alcoholic beverages, household cleaning products, personal care, beauty products, pet care, etc.

2018 BRONZE

Protect Like A Mother

Lysol was increasingly perceived as harsh for everyday use. It was losing relevance globally and reserved for only the most extreme cases of disinfection. To reconnect with our core consumers, mums, on more than the grossest jobs in her house, we had to uncover a universal truth that gave our products new and relevant meaning. The resulting campaign elevated the strength of our products from a functional germ-kill claim to an emotional promise of protection. And in the process, it unified a global business, while reimagining an over 100-year-old brand.

Brand: Lysol
Client: Reckitt Benckiser
Agency: McCann
Language: English

2017 GOLD

Girl Emojis - #LikeAGirl

At puberty, girls confidence plummets, often because society limits girls to stereotypes. These stereotypes can even be found in subtle places like on phones. Girls send over a billion emojis every day, but do emojis represent them? Always asked in a social experiment with real girls, and it turns out, unless girls only relate to princesses and beauty, the answer is no. We set to rally girls all over the world to demand new, non-stereotypical emojis reflecting real girls. We responded in real time with custom designs resulting in updated keyboards.

Brand: Always
Client: P&G
Agency: Starcom
Language: English

2017 SILVER

Help a child reach 5

Lifebuoy, the health soap brand owned by Unilever, created a social movement Help a Child Reach 5 (HACR5), to save children's lives by building awareness and changing hand washingbehaviourwith soap. Our unifying idea, was built and communicated, and its impact magnified through the recruitment of external partners to maximize our endeavors. Our strategy marks a new paradigm for a FMCG branded programme, now co-run with social and government organisations, which is a win-win-win for the public health sector, the private sector and the most vulnerable populations of the world.

Brand: Lifebuoy
Client: Unilever
Agency: MullenLowe Group Singapore
Language: English

FINALISTS

Baileys From A Forgotten Icon To A Global Treat

SKYN® SKYN

Surf Excel When Embracing Dirt Became An Act Of Faith