Sustained Success - Services
Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
Rebuilding an Icon: A Love Story
In 2003 there was not a lot of joy at the company that actually has a Chief Happiness Officer. McDonalds business was in decline and under attack from analysts and popular media. The truth is we had lost our emotional advantage with consumers and it was time for a bold move. Our now famous campaign, Im lovin it tapped into their unspoken love for the brand and the simple everyday moments that add up to a great life. The rest is history: sales gains for 32 consecutive quarters.
Client: McDonald's Corporation
Agency: DDB Chicago
Above the Influence
How do you convince teens that drug use is not for them, when pop culture and legalization efforts bombard them with pervasive pro-drug messages? We needed more than a TV campaign; we needed a new, pro-me philosophy for teens. Above the Influence reframed the conversation: drugs weren't the enemy, negative influence was. To get our message out, we spoke in a teen-to-teen voice. And to make it stick, we moved from building awareness to participation. Not only were beliefs and intentions changed, we were shown to effectively reduce drug use.
Brand: Above the Influence
Client: Office of National Drug Control Policy
The "Our Stand" Campaign
In the late 1990s auto insurance became a commodity. Consumers perceived all insurance to be the same, giving competitors the opportunity to position price as the only differentiator. Allstate had to take a stand that being protected from life's uncertainties is more important than price. Through honest conversations, the campaign brought to mind everyday vulnerabilities and highlighted what Allstate actively does to protect its customers. By helping customers understand the value of being in good hands, the campaign humanized the brand and provoked reconsideration, translating to quoting and new business.
Client: Allstate Insurance Company
Agency: Leo Burnett/Arc Worldwide