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.

2023 BRONZE

A Movie that Made From Us

A film, 8 minutes long, of Thailand long-established local chicken restaurant” sounds unsuccessful to win new generation’s engagement over global modern QSR brands. But Five Stars’ “A Movie that made from Us” exceeded baseline engagement by 59% with +74% key SKU sales growth, marking a reversal from historically slowing growth, especially among new generations. Under aggressive competition of Chicken QSRs in Thailand, Five Star’s first-ever user generated film succeeded in reconnecting to new generation, serving their dream of resolving ‘generation gap’ tension, and reaching its brand purpose of ‘Chicken that Connects Generations’.

Brand: Five Star Chicken
Client: CPF Restaurant and Food Chain
Agency: BBDO Bangkok
Language:

2023 BRONZE

Black & White Lebanon

Barista, a smaller Lebanese coffee brand, needed to gain share-of-heart and wallet in a challenging economy, with limited resources. We tapped into the insight that colours that are meant to bring joy have divided people, owing to political parties making colors into weapons of division. And we chose to go colourless, to stand against the division based on colours, we removed the colours of the Barista brand. We made Barista’s brand stand out by stripping off its brand colors across the brand’s entire ecosystem, earning attention and driving growth.

Brand: Barista
Client: Automatic Brewers S.A.L
Agency: Publicis Groupe - Leo Burnett Middle East (Lebanon)
Language: English

2023 GLOBAL GRAND CONTENDER

Milaap: Two worlds divided by one sport, brought together by one blend

In UAE’s tea category (dominated by goliaths), Project Chaiwala (a small homegrown brand) focused on growing share-of-heart to grow share-of-wallet with Indians and Pakistanis. We focused on a passion point that was common but divisive: Cricket. A sport that divides Indians and Pakistanis became an opportunity to promote a union of an unexpected kind. Two worlds, divided by one sport, were united by one new tea blend that we created, called “MILAAP” (“union / blend” in Hindi and Urdu), activated at the Cricket World Cup with fans.

Brand: Project Chaiwala
Client: Project Chaiwala
Agency: Publicis Groupe Leo Burnett Middle East
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