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.

2017 SILVER

300k in 5 days

The young generation of consumers does not appreciate classical drinks, but prefers cocktails. The players fix the original, but simple recipes: Bacardi & Cola, Finlandia & Tonic, Aperol Spritz, etc. People are used to that Martini is drunk in pure form or with vodka (James Bond cocktail). There were no new ways to meet the preferences of young consumers. Since the 70's, Martini had an original recipe for a refreshing summer cocktail Martini & Toniс. In Ukraine, a cocktail appeared two years ago, but was not focal in communication. In 2017, the cocktail Martini & Tonic decided to make a focal point in communication to promote Martini in the summer season. In fact, Martini & Tonic became the new Martini sub-brand.

Brand: MARTINI
Client: Bacardi-Martini Ukraine
Agency: Rockets. Growth R&D
Language: English, Ukrainian

2017 SILVER

The McWhopper Proposal

In 2015, Burger King was outspent, underarmed and overwhelmed in the incredibly competitive fast food category. Our idea began with an open letter in the New York Times; a peace offering to our biggest rival. Immediately the McWhopper idea took on a life of its own, making headlines across the country. While the campaign twisted its way through popular culture we continued to stoke the flames with iconic billboard placements, social influencers and a carefully crafted media kit disguised as a website. Although the offer was declined, the campaign was an overwhelming success - shifting all brand measures, selling a truckload of Burgers. Oh, and we helped World Peace, too...

Brand: Burger King
Client: Burger King
Agency: Y&R New Zealand
Language: English

2017 SILVER

Unwrapping A Love Story

After returning Extra to growth on the strength of one heartwarming ad, "Origami", there was still doubt about whether an emotional approach was viable for gum. Was it a one-hit-wonder, or the beginning of something more? It was a critical question for Wrigley, as Extra was its largest growth brand. We responded by creating a short film that quickly became one of 2016's most celebrated love stories. With this film at the heart of our communications, we more than quadrupled Extra's growth rate, even as the category declined. 

Brand: Extra Gum
Client: Mars/Wrigley
Agency: Energy BBDO
Language: English

FINALISTS

Thums Up Inverting Conventions To Win

Microsoft Changing the Game

French's French's Mustard Ice Cream