Multicultural & Lifestyle Segments

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.   



All Strong Hair Is Beautiful: How Pantene Built Brand Love & Credibility with African American Women

To grow brands often need to reach out to new audience segments with whom your brand has zero credibility. But new audiences know how to sniff out a brand that’s trying to exploit them vs. truly cater to them. This is the story of how Pantene, a massive CPG brand identified the female African American segment as a growth opportunity, took the time to truly understand them, and earned trust by creating emotional value, driving earned media coverage, positive sentiment and, ultimately, incremental growth – despite limited distribution.

Brand: Pantene
Client: Procter & Gamble
Agency: Grey New York

Helados Dos Pinos como nunca antes

Dado el tamaño de la oportunidad, Dos Pinos quiere regresar al negocio de heladerías con un concepto innovador, único y relevante para los jóvenes. El objetivo, lograr ¢10.000.000 en ventas durante el primer mes. La solución, capitalizar el sabor de los helados, conos y paletas Dos Pinos pero entregarlos en formas sorprendentes. El producto innovador estaría en el centro de la estrategia. Esto sería suficiente para viralizar el concepto. Al final del primer mes las ventas superaron las expectativas , la afluencia al local se mantiene fuera de lo esperado y tenemos el perfil de Facebook más dinamizado de la categoría entre los jóvenes.

Brand: Dos Pinos
Client: Dos Pinos
Agency: Garnier BBDO

Blood Equality

All blood is not created equal. That is the message gay and bisexual men receive when they are turned away from donating blood. Because today, gay men are still banned from donating blood. There is no such thing as "gay blood" and treating it as something inferior cannot be accepted. Blood Equality was born to fight for a policy based on science, not stigma. The goal: to spark meaningful dialogue with the Food & Drug Administration (FDA) to accelerate the process towards a less discriminatory policy.

Brand: Gay Mens Health Crisis (GMHC)
Client: Gay Men's Health Crisis (GMHC)
Agency: FCB Health

2019_us_2019_e-3515-016_hero_1 Ad Council No One Gets a Diploma Alone
2019_us_2019_e-4225-375_hero_1 McDonald's World Cup
2019_us_2019_e-4246-108_hero_1 Xfinity Unexpected Experts

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