Marketing Disruptors

This award honors efforts that grew their business / brand by changing the marketing model in ways that drive the industry forward.  

2023 SILVER

The Lay's Heist

CHALLENGE: Drive incremental growth by tapping into a new occasion association- own evening screentime consumption through Netflix partnership & big idea. INSIGHT: Consumers seek a more exciting and elevated snacking experience that matches their PM screentime / Netflix experience. IDEA: Every Master Plan needs Lays. Inspired by Netflix Money Heist: Korea - Joint Economic Area partnership- we created our own Lay’s Heist for Saudi Arabia. Disruptively we hijacked Lay's social, OOH/billboards & supermarkets across KSA to draw attention followed by a masterplan reveal of three new flavors.

Brand: Lay's
Client: PepsiCo AMESA
Agency: Science & Sunshine
Language: English

2023 BRONZE

The Out-of-this-world Football Match

The first World Cup held in the Middle East was a priceless opportunity for Mastercard to celebrate its partnership with the game and grow purchase volume. But as a non-sponsor, standing out would be difficult. To overcome on-ground restrictions, we created the first out-of-this-world football match and the most successful campaign of any kind for Mastercard MEA. We set a new world record. Reached billions. And, more importantly, grew purchase volume. Proving the Middle East’s biggest spectacle wasn’t the World Cup, but Mastercard’s Zero G.

Brand: Mastercard
Client: Mastercard
Agency: FP7 McCann Dubai
Language: English

2023 BRONZE

Will. Power. made yours | PA Assurance

NCOME PERSONAL ACCIDENT – From inculcating fear to powering fitness How does Income Insurance drive penetration in Personal Accident Insurance with 1/4th the distribution strength vs. its competition. By shifting the motivation – From the fear of having an accident to powering an active lifestyle. By shifting the narrative – From “setbacks” to “comebacks” Helping the brand grow sales by double digits, for the first time in many years.

Brand: Income PA Assurance
Client: Income Insurance
Agency: The Gap People Pte Ltd
Language: English

FINALISTS

Automotive Insurance Jubilee Car Insurance

NESCAFE Myth Busting with NESCAFE

James Hardie Changing the Way Australia Builds