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 SILVER
2016 SILVER
Dairy Done Right
How does a farmer-owned dairy co-op from Oregon win the West? By taking a stand for higher standards. We discovered that even the most food-conscious foodies had a blind spot when it came to dairy. Our disruptive Dairy Done Right campaign issued a wake-up call, exposing them to the corner-cutting practices of CPG conglomerates and introducing Tillamook as the independent dairy brand with stubbornly high standards and kickass products to back them up. In just a few months, we rallied dairy lovers across the West and grew sales in our 3 primary categories by +42%.
Brand:
Tillamook
Client:
Tillamook
Agency:
72andSunny
Language:
English
2016 SILVER
The Greatest Interception
How can a small, forgotten car company get more attention than bigger, richer competitors during the Super Bowl? Easy they steal it. By staging the greatest interception ever on the biggest media day of the year, Volvo stole media attention from behemoth competitors by dominating second-screen conversation. Every car commercial was a chance to nominate a deserving person you love to win a new Volvo. This colossal Twitter takeover put Volvo in the spotlight and proved that a small brand truly can outsmart category giants.
Brand:
Volvo Cars
Client:
Volvo Cars of North America
Agency:
Grey New York
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
