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.

2019 BRONZE

How one word changed EOFYTHING

The EOFY period is a huge retail event, yet those who have the most to gain from EOFY shopping (business owners) were not maximising the opportunity presented to them.
Officeworks took on the challenge of getting more business owners to reap the rewards of tax time, knowing that, as a non-discounter, they couldn’t compete with the shouty promotional deals that dominated the period. They instead reframed the EOFY opportunity in a way that left no doubt about the benefit of shopping at Officeworks.

Brand: Officeworks
Client: Officeworks
Agency: AJF GrowthOps was AJF Partnership
Language: English

2019 BRONZE

Olives, stuffed olives

How to tell about the brand in a new way, keeping it recognizable? How to outrun competitors, if your range is 10 times narrower? How to explain people that Bonduelle is not only corn and peas, but also olives?.. We took a strong insight, added brand cues to the experimental visual solution and served to the target audience at the height of the season. Following the campaign, Bonduelle became the most recognizable brand in “Olives” and entered the top 3 in the category. We turned the consumer consciousness, formed over decades, in 1 month. Did you grow into such efficiency?

Brand: Bonduelle
Client: Bonduelle
Agency: OKEAN.MOSCOW
Language: English, Russian

2019 BRONZE

The Blank Page

The Chicago Sun-Times was struggling to stay afloat due to steep declines in print journalism and structural changes. To survive, the paper needed to launch a new digital subscription, asking readers to pay for what was once free. To send a wake-up call to readers, they left their most valuable piece of real-estate – the front page – blank, asking Chicago to subscribe before it was too late. This bold appeal worked, not only making headlines across the country, but increasing digital subscriptions by 161% in just the first week.

Brand: Chicago Sun-Times
Client: Chicago Sun-Times
Agency: Ogilvy
Language: English

FINALISTS

Thums Up Inverting Conventions To Win

Microsoft Changing the Game

French's French's Mustard Ice Cream