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.
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2017 SILVER
2017 SILVER
Ask Guðmundur
The power of a content-led approach and seven Icelandic Guðmundurs. With a budget of only $2.1m, Iceland created a radically new type of tourism campaign using Responsive Content rather than traditional communications to rapidly change the attitudes and behaviours of tourists, adding $44.7m to the economy with a ROI of 21.3:1. "Iceland invites you to send your questions to #AskGudmundur. I gather that Iceland has a lot of folks called Guðmundur and they'll answer." President Barack Obama
Brand:
Inspired By Iceland
Client:
Promote Iceland
Agency:
The Brooklyn Brothers
Language:
English
2017 SILVER
The Wiener War
How does a smaller chain like Checkers & Rally's take on a big brand like Burger King and hijack their multi-million dollar hot dog launch? Well, sometimes all it takes is a print ad, a hashtag, and some clever innuendo to insult their...manhood. We forced them to compare wieners, inciting a Wiener War using our fanbase as our loyal soldiers, ultimately earning millions in earned media and doubling hot dogs in the process.
Brand:
Checkers & Rally's
Client:
Checkers & Rally's
Agency:
Fitzgerald & Co
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
