Fast Moving Consumer Goods (FMCG)

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2022 BRONZE

INDOSSA I TUOI CAPELLI (“Wear your Hair”)

Our strategic objective was to grow Pantene treatments and total market segment penetration and sales, with a Brand Summer campaign relevant and engaging for our consumers in the Covid-19 era. Pantene revolutionized its communication strategy with "Wear your hair" campaign: building on the insight that strong and health hair make people feel good, we invited all consumers to have strong hair with Pantene treatments and to “wear your hair” and therefore “feel GOOD” in the Summer 2020. As hair represents a state of mind to “wear”.

Brand: Pantene
Client: Procter & Gamble
Agency: Hogarth Spain
Language: English

2022 BRONZE

Finlayson: Bed Peace

A Finnish bedlinen brand, Finlayson, is in direct competition with global giants like IKEA. It believes in ‘the triumph of good over evil’, i.e. the growing emphasis on sustainablity will help responsible brands to eventually beat the non-sustainable ones - even those giants. Finlayson remade John Lennon's famous Bed-in for Peace performance and built an interactive campaign around it. It became sovereignly the most sustainable brand in its category, multiplied its sales, acquired a great deal of new customers and gained 14 positions in "Finland’s most valued brands" listing.

Brand: Finlayson
Client: Finlayson
Agency: IVALO Creative Agency
Language: English

2022 GLOBAL GRAND CONTENDER

H is for Handwashing

Lifebuoy is the world’s leading hygiene soap brand with a history of actively championing hygiene behaviour to save lives. Global data revealed that 4 out of 5 people do not wash their hands after using the bathroom. Even in the current pandemic, handwashing rates dropped dramatically after an initial spike. To futureproof the world against pandemics, we bucked conventional advertising approaches to partner governments and NGOs to infiltrate early childhood education, in order to hardcode the life-saving behaviour of handwashing as they learn one of the first lessons in life.

Brand: Lifebuoy
Client: Unilever (Global)
Agency: Lowe Lintas India
Language: English