Marketing Disruptors

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

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2022 GOLD

Everyday Voice

Ricola was outspent in category during the Cough & Cold season and needed to shift consideration to drive incremental cough drop sales. We created an all-new everyday usage occasion and positioned Ricola as a remedy for dry, irritated throats due to cheering, screaming, or talking, resulting in a 500% sales spike during the four-week campaign. With a +3.6pts lift in Message Association, we shifted consumer purchase behaviour from reactive - purchase made after you develop a sore throat – to proactive, communicating “It’s good to have Ricola at the ready.”

Brand: Ricola
Client: Ricola
Agency: FUSE Create
Language: English

2022 GOLD

One House To Save Many

Each year, hundreds of thousands of Australian homes are destroyed or damaged by extreme weather. To help solve this problem, Suncorp partnered with the CSIRO, James Cook University and Room 11 Architects to create ‘One House To Save Many’, the world’s first home designed, scientifically tested, and built to withstand cyclones, floods and bushfires. Led by a documentary on broadcast TV, the campaign highlighted the problem, the testing process, product features, and showcased resilience experts, as well as real Australians who had lost their homes to extreme weather.

Brand: Suncorp
Client: Suncorp Insurance
Agency: Leo Burnett Sydney
Language: English

2022 GOLD

The Currency of Corruption

When the Capital Control Law, freeing politicians of all the corruption that led to the currency crisis, was leaked to the public and revealed, inadvertently, how it was legitimizing politicians keeping depositors’ money frozen in banks and allowing

Brand: Lebanese Transparency Association
Client: Lebanese Transparency Association (LTA)
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English