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.   
 

2007 SILVER

Sweet World

Our objective was to reduce brand gaps in the Hispanic market vs. general market (brand awareness, key attributes, category share). The Sweet World campaign illustrates how to a toddler everyday objects and surfaces can be as appealing as candy as they explore their world. Clorox disinfecting products help mom keep her home healthy for her children by killing the germs that can cause illness. The brands featured in the campaign exceeded their category share goals and in one year, made significant progress against their three-year awareness and key attributes goals.

Brand: Clorox
Client: The Clorox Company
Agency: Dieste Harmel & Partners
Language: English

2007 SILVER

2006 Your Choice Auto Only From Allstate

The 2006 Your Choice Auto only from Allstate campaign launched into the African American market via television, radio, print and event presence. Creative laddered up to include the minimum requirements for effective communication with the target audience and reached the pinnacle of success via insight based, targeted messaging. Goals included: increased awareness of product features and benefits, increased consideration of Allstate and to positively impact consumer perception of Allstate. Third-party tracking results and in-market data show increased awareness, consideration, more brand appeal and an increase in quotes post-launch.

Brand: Allstate
Client: Allstate Insurance Company
Agency: Burrell Communications Group
Language: English

2007 BRONZE

Powered By Tyson

Tyson Foods' mission is to proudly power the world with their chicken, beef, and pork products. Tyson's Powered By campaign leverages cultural cues, humor, and love of family, to demonstrate that Tyson's multi-protein products provide the energy to power busy families through busy days. The campaign connects on an emotional level and has helped establish Tyson as the multi-protein brand of choice among African-American consumers while generating some of the strongest business results in Tyson's history: significant increases in awareness, purchase intent, brand image ratings and effectiveness scores.

Brand: Tyson
Client: Tyson Foods, Inc.
Agency: E. Morris Communications, Inc.
Language: English

FINALISTS

McDonald's My Happy Table

OPPO Double Blessing

KFC Taco Juniors Never “lower their heads”