Commerce & Shopper: Brand Experience
This award features work that truly brought a brand, product or retailer to life – either literally or virtually – and interacted with shoppers to influence conversion.
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PROGRAM
2020 BRONZE
Club Fed
Underfunded, virtually unknown and under threat of being d-listed, Dave’s Killer Bread needed a killer idea or else. Luckily, Dave’s had a brand truth that ran deeper than grains and claims: An ex-con’s story of redemption. The solution: Club Fed, a pop-up restaurant that served more than sandwiches, it served second chances. Staffed by ex-cons with proceeds benefiting reintegration charities, we turned foodies into philanthropists through an explorable dining experience. The results exceeded benchmarks by 300%, sales grew 21% and with 30M+ earned impressions, Club Fed virtually paid for itself.
Brand:
Dave’s Killer Bread
Client:
Weston Foods Canada
Agency:
Mosaic North America
Language:
English
2020 BRONZE
Our Small Step to Help Seas Sparkle
Despite a declining category and a sea of low-cost imitators, Windex® was able to move beyond product functionality to establish a compelling competitive advantage by showcasing its commitment to environmental sustainability. Leveraging a high-profile launch and sustained communication strategy, Windex was able to not only grow sales, but also sustain that momentum and reengage with shoppers.
Brand:
Windex
Client:
SC Johnson
Agency:
TracyLocke
Language:
English
2020 BRONZE
Pride
To drive relevance during Pride season, Bud Light wanted to show up committed and strong where LGBTQ+ shoppers and their allies celebrate. Going beyond surface-level, themed support like other brands, Bud Light, for the first-time-ever, focused on independent bars, the channel where the Pride movement started. Coinciding with World-Pride|Stonewall-50, we enabled bar-owners in markets to inspire guests to join, celebrate and support the cause. By reimagining the bottle, standing tall for inclusion, and creating a new Pride-Bottle tradition of celebrating and giving, we beat all presence, choice and purchase goals.
Brand:
Bud Light
Client:
AB InBev
Agency:
FCB/RED
Language:
English
FINALISTS
Trident
Chew Tunes
Woods
The Woods Parka Lodge
CVS
Beauty Mark
