Fast Moving Consumer Goods (FMCG)

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2021 GLOBAL GRAND

It's a Tide Ad

On the night when the sexiest brands in the hottest categories pull out all the stops, a laundry detergent brand won the Super Bowl. Tide accomplished this by shifting from the traditional category focus on the problem of stains to celebrate and take ownership of clean. By elevating the visibility of the unsung benefit and leveraging the night’s uniquely heightened focus on ads, Tide turned every ad on advertising’s biggest stage into a Tide ad.

Brand: Tide
Client: Procter & Gamble
Agency: Saatchi & Saatchi
Language: English

2019 GOLD

Oreo - Do you speak Oreo?

Oreo is the number 1 biscuit brand in the world, but in France and Belgium it’s only a challenger and recent brand facing a decline in sales for 3 years in a row. Its global footprint as a family brand is not relevant to the competition landscape and the product perception in France and Belgium. We had to change that through a local new positioning targeting young adults and aiming at connecting the brand to them.

Brand: Oreo
Client: Oreo
Agency: Buzzman
Language: English

2019 SILVER

Magic Retouch by L'Oréal Paris

The Roots Family was not just new for Magic Retouch, it also broke new ground for the hair color category. It was eccentric and cinematic in its look and feel, whimsical and irreverent in its tone. We told the story of family bound together by genetics and the roots secret it could not contain, discovering a new product that saved them all. In the process, we welcomed new consumers in new channels and set the standard for a pillar of the L'Oréal Paris family of products.

Brand: L'Oréal Paris Magic Retouch
Client: l'Oréal Paris
Agency: McCann Paris
Language: English