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.

2015 SILVER

Halloween Treats Gone Wrong

Crest & Oral-B used Halloween as a teachable moment for dental hygiene. But rather than droning on about naughty trick or treating, we celebrated how people need a Time Out from all the rules of good behavior we tend to live by. Instead of demonizing the day, we celebrated the indulgent candy devouring because after all, Halloween isn't Halloween without the candy. #SweetHalloween is possible because Crest & Oral-B have you covered. Our call to action was for people to print an e-coupon and buy Crest & Oral-B products along with the candy corn and gummy worms. We increased sales on our $1 billion+ business in a short 4 weeks on a miniscule budget all by joining in the spirit of Halloween

Brand: Crest and Oral-B
Client: Procter & Gamble
Agency: Publicis Kaplan Thaler
Language: English

2015 BRONZE

This is Wholesome

Honey Maid is a classic, all-American brand thats been part of families lives since 1925. But by 2013 it was seen as old-fashioned. Our challenge was to reposition Honey Maid as a modern snacking brand for todays families. We drew a parallel between the brand and modern day families, recognizing that despite a lot of change over the years, what defined each of them as wholesome hadnt changed. This is Wholesome moved a nation with its message of love, earned 361M media impressions and delivered an advertising contribution of 13%.

Brand: Honey Maid
Client: Mondelez International
Agency: Droga5
Language: English

2014 GOLD

A Boy And His Atom

IBM is one of the worlds largest brands, but one the public scarcely encounters. To reverse falling awareness figures we turned IBM PhD nanophysicists into animators to create A Boy & His Atom, a film made from individual atoms. The film and its surrounding experience won a Guinness World Record, a Gold Cannes Lion, and the hearts of millions of viewers. It became IBMs most viewed piece of content ever, reversing long term awareness declines to drive profound business value. All for less than the price of just producing a single TV commercial.

Brand: IBM
Client: IBM
Agency: Ogilvy & Mather
Language: English

FINALISTS

Thums Up Inverting Conventions To Win

Microsoft Changing the Game

French's French's Mustard Ice Cream