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 BRONZE

Coffee Customization

McDonald's launched its new coffee nationally in March. Stores serving Hispanics in Chicago knew this was a tough sell locally. Recently Starbucks and Dunkin' Donuts doubled their outlets. Coffee is also very important to Hispanics, a growing segment in Chicago. Our objective was to increase Chicago Hispanic coffee units and sustain them after the launch period. Our tailored creative highlighted our local initiative of adding cream and sugar. Coffee units to Chicago Hispanics are 19% higher than national comparable stores and the competition has taken notice and tried to counter.

Brand: McDonald's, Chicagoland and Northwest Indiana
Client: McDonald's Corporation
Agency: Leo Burnett USA
Language: English, Spanish

2007 BRONZE

Toma Leche (Drink Milk)

The California Milk Processor Board was facing negative to flat sales. The challenge was to find a different way of looking at milk with an audience that felt there was nothing more to milk than calcium. The Hispanic mom was introduced to the new Toma Leche campaign. The campaign showcased secret societies that did extraordinary things thanks to the power of milk. The extraordinary campaign, resulted in halting the decline of sales and reached the same awareness levels of the previous campaign of 11 years after only 3 months.

Brand: California Milk Processor Board
Client: California Milk Processor Board
Agency: Grupo Gallegos
Language: English

2006 GOLD

Jordan XX

The "Will You Be the One" campaign successfully introduced Michael Jordan's story to a new generation of fans. It also created significant cultural impact around the launch of the Air Jordan XX, reclaiming consumer and industry trust in the power of the brand. The Jordan XX became the No. 1-selling in-line basketball sneaker in America in 2005.

Brand: Jordan Brand
Client: Nike, Inc.
Agency: Wieden + Kennedy New York
Language: English

FINALISTS

McDonald's My Happy Table

OPPO Double Blessing

KFC Taco Juniors Never “lower their heads”