Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000

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.

FILTER BY:

PROGRAM

"The Man Your Man Could Smell Like" Responds to the Internet

How could Old Spice leverage "The Man Your Man Could Smell Like" to engage with people on a more intimate level? The result was the "Response" campaign, an experiment in real-time branding in which "The Man Your Man Could Smell Like" recorded 186 personalized YouTube messages. The work became one of the most popular interactive efforts in history and changed the way brands interact with their fans. What's more, the work boosted the bottom line with record results, as sales of Old Spice body wash doubled from the previous year.


Brand: Old Spice
Client: Procter & Gamble
Agency: Wieden+Kennedy
Language: English

"Swagger Wagon" Viral Video

Minivans have always gotten a bad rap, but with the redesigned Sienna, Toyota is changing that perception. With new styling and features, parents can hold their heads high. The challenge was to make the Sienna stand out from the pack and, if possible, become the minivan of choice because parents actually like it. We listened to our target and learned what media they utilized, telling us to go deep into social networking. Then we monitored the conversation, cuing us to create content that could engage in the dialogue. As a result we prepared the "Swagger Wagon" music video, which succeeded in becoming part of popular culture and gaining more than 6.3 million views on YouTube.


Brand: Toyota
Client: Toyota Motor Sales USA, Inc.
Agency: Saatchi & Saatchi LA
Language: English

2022_ap_2022_ss-cp007_hero_1 Thums Up Inverting Conventions To Win
2020_us_2020_e-5265-900_hero_1 Microsoft Changing the Game
2020_us_2020_e-4967-821_hero_1 French's French's Mustard Ice Cream
Close

Filter by:
+ Add More Filters

To browse winners in this category from previous years