Carpe Diem - Products
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or product in a bright spotlight and creating immediate and measurable impact.
It's a Tide Ad
On the night when the sexiest brands in the hottest categories pull out all the stops, a laundry detergent brand won the Super Bowl. Tide accomplished this by shifting from the traditional category focus on the problem of stains to celebrate and take ownership of clean. By elevating the visibility of the unsung benefit and leveraging the night’s uniquely heightened focus on ads, Tide turned every ad on advertising’s biggest stage into a Tide ad.
Client: Procter & Gamble
Agency: Saatchi & Saatchi New York
Russian families rarely play Board games, because for most, it's still boring chess or dominoes. In this case, Hasbro should become an ambassador of the category and take responsibility for the development of Board games culture in Russia! We decided to do this based on a strong parental insight: One of the most emotional moments in every parent’s life is the first time they are defeated by their child, understanding how much their child has grown up. Thus, we will demonstrate our modern games, and also give families a strong reason to spend leisure time playing board games.
Brand: Hasbro Gaming
Agency: OMD Media Direction
Champions of our hearts!
According to the analytical data of MegaFon, before the launch of the campaign, MegaFon TV had problems with fame. And so we decided to build a communication on a relevant association with football as the theme of the year, since MegaFon has been a sponsor of the Russian national football team for over 2 years now; and relevant informational networks - the Russian national team wins the Spanish national team.
Client: MegaFon PJSC