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.

2019 BRONZE

NESCAFÉ - Uthna vs Jaagna

Chai is the love of the nation. For NESCAFÉ, we have no choice but to gain share of throat from tea, other than inducting new users. Instigating a behavior change in the face of such statistics makes coffee an underdog beverage with a herculean task at hand. So, we placed NESCAFÉ into the consideration set of our desired audience via a conversation where an underdog challenges Pakistan’s king of hot beverage and the love of the nation: Chai through an online election.

Brand: NESCAFÉ
Client: Nestlé Pakistan Ltd.
Agency: RED Communication Arts (Pvt) Ltd
Language: English

2019 BRONZE

Shape Our Tomorrow

Pardon our Hokkien: early childhood education is often colloquially (and crudely!) characterised as “shit work” because of diaper changes, low salary and lack of respect; it isn’t “real” teaching. We therefore set out to reposition early childhood educators from nannies who change diapers, to teachers who change lives. With Shape Our Tomorrow, the sector’s first ever campaign, we shifted perception (at least 16-point lift in being seen as meaningful, challenging and rewarding), made the sector more attractive (70%), and drove a 46% surge in potential applications.

Brand: Early Childhood Development Agency
Client: Early Childhood Development Agency
Agency: Ogilvy Singapore
Language: English

2019 BRONZE

Letters in Motion

This is the story of a small, mission-driven pet food company called Freshpet going up against the Great Danes of the industry—and winning! Freshpet, a pioneer in the healthy pet food category, has faced intense competition from the leading pet food companies, who’ve launched a slew of healthy brands backed by huge advertising budgets. How could Freshpet compete? The answer was hiding in the brand’s mailbox: A campaign called “Letters," which grew household penetration by 19.9% and same-store sales by 22%, even as the pet food category remained flat.

Brand: Freshpet
Client: Freshpet
Agency: Terri & Sandy
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