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2023 BRONZE

Maternidad imperfecta

Marías Gamesa acompaña a la maternidad mexicana desde hace más de 100 años. Desde ese liderazgo, le toca también acompañar su evolución y el rol que su target cumple en ella. En un país conservador como México es difícil romper conceptos arraigados, pero de no hacerlo la marca se enfrentaba a una desconexión con su target más joven. “Abro hilo…” de Marías Gamesa homenajea a las madres, modernizando los mensajes de la marca y ayudando desde la diversión y el humor, a romper con la idea de la “maternidad perfecta”.

Brand: Marías Gamesa
Client: PepsiCo Mexico Foods
Agency: Slap Global
Language: Spanish

2023 BRONZE

Making Music: the (original) recipe for success

KFC needed to resonate better with young people in the region. But doing so through fried chicken alone was touch. The Originals branded effect helped us catch GenZ’ers attention - using a hip hop track that not just highlights what the brand stands for, but helped put it on young Arabs’ radar as well. The branded effect “popped off”, We achieved 11.6% sales jump, 10.4% Increase in favourability, 73.3 Million views and 7400 pieces of UGC.

Brand: KFC
Client: KFC - YUM
Agency: TBWA RAAD MIDDLE EAST
Language: English

2021 GOLD

Signal for Help

Before the pandemic if you were at risk of abuse there was no simple, covert way to ask for help. Today there is a globally recognized gesture – Signal for Help. Invented at the height of the pandemic, during a surge in gender-based violence the Signal became a tool that women could and were proven to be using. Inspiring activism and action on a global scale Signal for Help was adopted by 200+ organizations, across 40+ countries in 19 languages continuing to have a positive impact beyond the pandemic.

Brand: Canadian Women’s Foundation
Client: Canadian Women’s Foundation
Agency: TBWAJuniper Park
Language: English