David vs. Goliath

This is an award for smaller, new or emerging brands making inroads against big, established leaders; taking on "sleeping giants;" or moving into a new product/service field beyond their current category and set of competitors.

2020 SILVER

Skinny

In 2018, Skinny was struggling. In one fell swoop, it lost almost half its stores. Brand measures were stalling & revenue was declining. Despite struggling for growth, we still had the highest NPS of any telco in New Zealand. How could we supercharge growth without losing what people loved about us? We figured out exactly what that was, turned it into a proposition, and delivered it to the whole of NZ. We grew customer numbers. Increased average revenue per user. Saw customer tenure increase. And all without sacrificing customer love.

Brand: Skinny
Client: Skinny
Agency: Colenso BBDO
Language: English

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

Take The Dirt Road Less Traveled

Indian Motorcycles needed to grow sales in an aging, declining category. Ultimately, success depended on stealing share from industry dominator and global power brand Harley-Davidson. Despite being outspent 10X, Indian found a way to outmaneuver Harley. By focusing on a small but exploding niche, flat track racing, Indian was able to connect with the next generation of riders and drive volume, vastly outpacing a formidable giant.

Brand: Indian Motorcycle
Client: Indian Motorcycle
Agency: Solve
Language: English

FINALISTS

Patelco Credit Union Making the Switch: Patelco's Data-Driven Brand Campaign

Time Internet Time Disrupts With Kabel Besar

Guardian Insurance No lo dejes a la suerte, déjalo con Guardian