Marketing Innovation Solutions

This category awards single marketing activities or entire marketing programs. Cases may include actions or business ideas that have had an exceptionally positive impact on the market position of a brand, product or service.

2021 BRONZE

Canon Truthmark

In today’s world of deep-fakes, photoshop and fake news, images are increasingly mis-used. Photographers, whose raison d'être is to document reality, have little power over how to protect their imagery. For Canon to reconnect with its core audience, we created Truthmark – a platform functioning like an “image bank of truth”. Here photographers can upload and protect their photos by attaching the real story behind. In doing so, we show how a category-relevant insight can infuse a brand with a new purpose and increase market share from 26% to 33.5%.

Brand: Canon
Client: Canon Nordics
Agency: Uncle Grey
Language: English

2021 BRONZE

We showed the UK that size matters... when it comes to snacks!

With the launch of Wotsits Giants, we knew we needed to be bold to succeed, reversing years of declining market share for Iconic British snack, Wotsits. We got straight to the heart of culture, using the brand's playful tone of voice to celebrate that 'size matters'; from driving awareness by creating 'Wotzilla' - the biggest snack on the planet - to funneling purchase by offering a £10k reward for the biggest Wotsit in the UK. Sending ripples through the nation, we delivered +74% in sales in just one month.

Brand: Wotsits Giants
Client: PepsiCo
Agency: OMD UK
Language: English

2021 BRONZE

Rooftop Farms

Knorr went beyond films that go viral and typical charitable food donation drives that were commonplace in Egypt. And instead, brought its brand purpose to life by creating a new transformational business model that was sustainable and profitable for all; transforming the lives of underprivileged Egyptians in the prevalent hunger and economic crisis. 8 SDGs were impacted and 198 rooftop farms generated income for underprivileged Egyptians and helped grow Knorr’s brand and business. And with the signing of a Presidential Bill, Knorr’s initiative was transformed into a nationwide initiative.

Brand: Unilever - Knorr
Client: Knorr Egypt
Agency: FP7 McCann Cairo
Language: English

FINALISTS

PepsiCo (J7, Chudo, Bio Max, Domik v Derevne) "Breakfast battle" from PepsiCo and Pyaterochka

Lay's & Pepsi "People’s exclusive" feat. Timothy and Nadezhda Babkina from PepsiCo and Pyaterochka

J7 Fresh Taste J7 Fresh Taste. Hot News From Chilled Juice