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.

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2008 SILVER

Hispanic Beef Retail Toolkit

An effort aimed at helping mainstream supermarkets market beef more effectively to Hispanics. It was based on a Hispanic Beef Retail Toolkit, which gave retailers tools to better identify and merchandise the cuts of beef that Latinos prefer. The Toolkit consisted of a Hispanic Beef Marketing Manual and Case Signage for retailers, as well as a Bilingual Beef Cuts and Dishes Dictionary and Bilingual Peel-off Recipe Labels for consumers.

Brand: The Beef Checkoff
Client: The Beef Checkoff
Agency: HEILBrice Marketing Communications
Language: English

2008 SILVER

Tundrazo

Tundra was perceived as a weak, "wanna-be truck not for real men." We learned that respect is the most coveted possession among our conquest target. The new Tundra's campaign proved that it fulfilled our target's unspoken code of respect.

Brand: Toyota Motor Sales
Client: Toyota Motor Sales USA, Inc.
Agency: Conill Advertising
Language: English

2008 SILVER

SkinVoice

The Vaseline Cocoa Butter campaign was rooted in an intimate and ongoing dialogue with consumers about black skin based on a simple premise: Vaseline knows black skin. We know that it is complex, beautiful and that it has a unique ability to literally glow -- and we know what it needs to ignite that natural beauty. And while we've been with you for 130 years, we wanted to learn more. We know what skin is, but what does skin represent? What does your skin mean to you?

Brand: Vaseline
Client: Unilever
Agency: BBH
Language: English