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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2016 GOLD
Ask Guomundur: World's First Human Search Engine
THE POWER OF A CONTENT-LED APPROACH AND SEVEN ICELANDIC GUDMUNDURS With a budget of only £1.71m, 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 £36.5m 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 Gudmundur and they'll answer." _ President Barack Obama
Brand:
Inspired By Iceland
Client:
Promote Iceland
Agency:
The Brooklyn Brothers
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
