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.   
 

2004 GOLD

Secondhand Smoke: Spanish

How do you move people from understanding the health risks of secondhand smoke to actually taking action? That was the challenge facing the New Mexico Department of Health Tobacco Use Prevention and Control Program. The answer was found by highlighting the irony of people's propensity to take action to prevent much less threatening health hazards such as hair in food, a dropped fork or lipstick on a glass. And the awakening that this campaign created has protected many New Mexicans from additional exposure to secondhand smoke.

Brand: New Mexico Department of Health
Client: New Mexico Department of Health
Agency: McKee Wallwork Henderson
Language: English

2004 SILVER

The Black Experience

Our greatest challenge was positioning Nissan as comparable to Toyota & Honda, without the benefit of lower prices or greater reliability. We opted to illustrate a real Shift_ by creating communications in which the consumer, not the car, is hero. This approach gave us the opportunity to acknowledge the struggles endured by African Americans as well as celebrate the successes. We succeeded in illustrating Nissan's understanding, acknowledgement & appreciation of the African American community & Nissan was rewarded with increased opinion, consideration, intentions & market-share.

Brand: Nissan North America
Client: Nissan North America
Agency: True Agency
Language: English

2004 BRONZE

Rodar y Rodar Campaign (Rolling and Rolling)

Brand research indicated there was a tremendous opportunity for the Uniroyal tire brand among Hispanics in South Florida. An integrated campaign using television, radio, outdoor and out-of-home was created to create an environment where the retail partners could effectively sell the product to an audience that is familiar with the brand and considers it part of its community. Sales objectives were exceeded for both retailer partners by 500% or more and aggressive awareness/brand consideration goals were also surpassed.

Brand: Uniroyal
Client: Michelin North America
Agency: Erwin-Penland
Language: English

FINALISTS

McDonald's My Happy Table

OPPO Double Blessing

KFC Taco Juniors Never “lower their heads”