Sustained Success

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2006 BRONZE

Is It In You ?

This campaign successfully met Gatorade's challenge of reinforcing, both emotionally and functionally, that the brand helps athletes fuel their will to win despite obstacles. Since its launch nearly eight years ago, the Gatorade brand has almost tripled in size, far exceeding expectations for a mature brand. Additionally, the campaign continues to be an effective, proprietary way to educate new generations of athletes, year after year, about Gatorade.

Brand: Gatorade Thirst Quencher
Client: PepsiCo
Agency: Element 79
Language: English

2005 GOLD

Spotlight on Love

Departing from their traditional, generic "diamonds=love" messaging, the DTC's Spotlight On Love campaign communicated specific product and occasion stories for the first time, creating beacons of emotional intensity that drove desire and purchase even through recession and troubled times. The campaign, (combining TV to build desire with hard-hitting print to trigger purchase) exceeded its 5-year goal of 25% value growth, achieving 31% growth, which represented an incremental $6.1 billion in annual sales from 1998-2003.

Brand: A Diamond is Forever
Client: The Diamond Trading Company
Agency: JWT
Language: English

2005 GOLD

e-business

In 1997, the IBM e-Business campaign defined IBM's vision for doing business in the Internet age and provided IBM with an instant association with the web and its business benefits. Ogilvy introduced IBM's e-Business vision with a full 360 degree effort which included IBM's now-familiar Blue Letterbox TV. As IBM's e-Business vision evolved the advertising evolved right along with it, successful establishing IBM's e-Business leadership and motivating audiences to partner with IBM for e-Business solutions.

Brand: IBM
Client: IBM Corporation
Agency: Ogilvy & Mather
Language: English