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.   
 

2009 BRONZE

Black in America

In July, CNN debuted an unprecedented four hours of original primetime programming to report on what it means to be "Black in America." The marketing objective was to build awareness of the documentary to drive record-breaking ratings for the premiere across all consumer groups, with particular emphasis on the African-American audience. Combining traditional and non-traditional marketing proved overwhelmingly successful. The documentary debuted with ratings that exceeded goals and expectations, particularly from the target audience.

Brand: CNN
Client: CNN, Marketing & On-Air Promotions
Agency: CNN Marketing & On-Air Promotions
Language: English

2009 BRONZE

Through the Voice of a Child

Everyone knows Oreo. But only when you know how to eat one, do you truly understand why it is not an ordinary cookie. Hispanics were not aware of the eating ritual and thus less emotionally involved. Seeing the ritual through the eyes of children provided pride for kids and was appreciated by parents as quality-sharing time. The creative demonstrating the ritual was breakthrough. The campaign resulted in 7.7% share growth, and the TV spot ranked No. 2 Most Recalled in the 2007 Nielsen IAG study.

Brand: Nabisco: Oreo
Client: Kraft Foods, Inc.
Agency: The Bravo Group
Language: English

2009 BRONZE

Intersections

The assignment called for changing the perception of State Farm among Hispanics from "not in tune and too expensive" to one of "being there" to support them and save them money -the necessary first step for moving the brand into auto insurance shopping consideration and increasing sales. Accomplished by recognizing the relevant "Intersections" in the lives of Hispanics, the campaign created a revitalized affinity for the brand. The powerful accessibility/affordability message resonated with the market and effected an increase in policy sales 880% over goal.

Brand: State Farm
Client: State Farm Insurance Companies
Agency: Alma DDB
Language: English

FINALISTS

McDonald's My Happy Table

OPPO Double Blessing

KFC Taco Juniors Never “lower their heads”