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.

2020 BRONZE

Right to Orgasm

Durex is only a small player in the Indian market with 6% market share. To grow, Durex could easily have followed the success formula of seductive advertising. Instead, Durex chose to Right a Wrong. For decades female sexuality has been stifled in India. This has resulted in a fundamental inequality– ORGASM INEQUALITY! Data revealed that 70% women did not orgasm during sex! We used our Mutual Climax condoms platform to raise the curtains and finally give female sexuality the voice it never had. The growth spike earned was holistic.

Brand: Durex
Client: Reckitt Benckiser India
Agency: Havas Worldwide India
Language: English

2020 BRONZE

Bagelgate

Philadelphia’s future was threatened by millennials’ love of store brands. To turn back the tide, we focused on bagels, the most important vehicle for a schmear. Our job: champion the classic bagel and cream cheese combo in culture. Apple’s release of a cream cheese-less bagel emoji created the perfect opportunity to own the conversation. Ditching the traditional playbook, we led the #SadBagel outrage. This drove increased purchase intent among millennials, delivered significant share gains at the expense of store brands, and convinced Apple to add a schmear to its emoji.

Brand: Philadelphia Cream Cheese
Client: The Kraft Heinz Company
Agency: Droga5
Language: English

2019 GRAND

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.

Brand: Tide
Client: Procter & Gamble
Agency: Saatchi & Saatchi New York
Language: English

FINALISTS

Thums Up Inverting Conventions To Win

Microsoft Changing the Game

French's French's Mustard Ice Cream