Multicultural

Any effort whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g.  African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.   
 

2011 BRONZE

Tus palabras de hoy (Your words today)

Not enough Hispanic students are making it to college. This is a reality that the Hispanic Scholarship Fund has worked for years to change. The big mystery was: if both parents and students agree that a college education is the key to a better future, then why do so few Hispanics hold a bachelor's degree? Hispanic parents did not need another feel good inspirational message about the benefits of a college degree. They needed a wake up call, they needed to see the consequences of not having a college degree. This campaign accomplished the desired result, it got the attention of Hispanic parents and TV networks who donated 27 million impressions.

Brand: Hispanic Scholarship Fund
Client: Hispanic Scholarship Fund
Agency: Grupo Gallegos
Language: English

2010 GOLD

'Real Talk' African American-targeted Campaign

Circumstances combined to create an extremely challenging recruitment environment for the U.S. Marine Corps among African American young men. Using a narrative, testimonial format ('Real Talk'), active duty AA Marines shared real-life experiences in order to illuminate the positive aspects of life in the Corps, and 'realness' was delivered in a variety of ways through an integrated marketing communications effort. The 'Real Talk' approach included TV ('Leap'), Direct Mail, Events, a Calendar, and custom Viral Videos/Webisodes. All objectives were exceeded, and the campaign is considered a dramatic success.

Brand: United States Marine Corps (USMC)
Client: Marine Corps Recruiting Command
Agency: UniWorld Group, Inc.
Language: English

2010 GOLD

Camping

Charmin Bathroom Tissue needed to sell a premium brand to a value oriented consumer. Quality of paper in Latin America is low; therefore consumers have low expectations. Consumers thought, what they were currently using was good. They did not see a reason to spend more money. Because of the poor quality of paper, people needed to overcompensate by using big quantities of paper from our competition. They were doing "the big pull." We wanted to make people realize how much paper they were using in every pull. We brought the competitor into the Charmin world by introducing a new character- Gaston, the beaver that used too much. The Charmin Bear taught Gaston his bad behavior and how to use less. Creative grew the Charmin total share 5%.

Brand: Charmin
Client: Procter & Gamble
Agency: Lapiz
Language: English

FINALISTS

McDonald's My Happy Table

OPPO Double Blessing

KFC Taco Juniors Never “lower their heads”