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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PROGRAM
2016 GOLD
Farting fruit breathe new life into Mr. Sketch
How could Mr. Sketch, a largely forgotten coloring brand, make headway in a category dominated by Crayola? The answer: farting fruit. By leveraging the benefit of creativity stimulated by Mr. Sketchs unique scents, we revived a brand that had no marketing support in over 20 years. Mr. Sketch significantly lifted awareness, share and distribution by injecting the Youth Art category with a renewed sense of silly imagination.
Brand:
Mr. Sketch
Client:
Newell Rubbermaid
Agency:
BBH New York
Language:
English
2016 SILVER
Touch. Made Powerful
Huawei, the US$60B global technology giant you have never heard of, was unknown to most consumers outside China, often dismissed in Europe as a mass-producer of copy-cat smartphones. Huaweis launch of Mate S, with its innovative touch technology, presented an opportunity to challenge perceptions. Huawei showed how human-centric innovation transformed communication by elevating humanitys oldest language, touch, through device technology _ cementing Huawei firmly on the radars of tech enthusiasts and ordinary phone buyers. In Western Europe, this campaign broke sales records and delivered an impressive Sales ROMI of 1:116.
Brand:
Huawei Mate S
Client:
Huawei
Agency:
Ogilvy & Mather Shanghai
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
