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2021 BRONZE

LCBO Pair it Forward

The LCBO’s mission has always been to support Ontario and drive positive change in our communities. So when 2020 brought a pandemic that threatened the livelihood of local businesses and producers, the LCBO stepped up to support Ontario. ‘Pair it Forward’ was a province-wide chain reaction anchored within social media designed to help promote Ontario’s businesses and encourage Ontarians to shop local. Sales results for Ontario products increased, brand perceptions soared, but most importantly, the LCBO delivered on its commitment to help support the province.

Brand: LCBO Pair it Forward
Client: LCBO
Agency: LG2
Language: English

2020 GOLD

Lonely Rambutan

Malee canned fruit has been in the market for over four decades, however its association with special occasions means it can literally be ‘left on the shelf’ for 360 days of the year. This insight gave birth to a matchmaking campaign between lonely consumers and a can, addressing the poor ‘Lonely Rambutan’. A platonic love story in finding company beyond special days began through short films to social experiments to tinder matches and dates at 7/11. The #LonelyRambutan became catchword for loneliness on social media. Sale volume increased by 33%.

Brand: MALEE
Client: Malee Enterprise
Agency: Wunderman Thompson Bangkok
Language: English

2020 BRONZE

The Hairy Tale

“THE HAIRY TALE” – A STORY OF CELEBRATING THE DIFFERENCE. Pantene Leveraged the power of cultural conversations to help the next generations of Japanese parents and children brave to be different. Harnessing the power of a simple insight, and an unprecedented influencer strategy in the brand’s history, the brand created not only national but also global conversations around the importance and beauty of being different. The work was featured 208 Japanese and 569 international media, earning 4.5 billion media impressions.

Brand: Pantene
Client: Procter & Gamble
Agency: Grey Tokyo
Language: English