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.

2016 BRONZE

New Balance 4040v3 | Claim Your Power

For the launch of New Balances 4040v3 baseball cleat, we developed a campaign that further cemented NB as the authentic brand for elite ballplayers. By doing so, we pushed the brand closer its ultimate goal of a #1 position in the premium baseball segment and delivered on the key short-term goal for 2015: steal significant market share from Nike. The campaign cut Nikes lead by more than half, placing underdog New Balance just 2 percentage points behind the giant.

Brand: New Balance
Client: New Balance
Agency: Arnold Worldwide
Language: English

2015 GOLD

If We Made It

Newcastle had lost relevance in a category with more players than ever. With a shoestring budget and a No Bollocks attitude, Newcastle wanted to become the most talked about beer brand in the country by hijacking Super Bowl conversation. How? By overhyping the Super Bowl ad we almost made, with teasers, trailers, focus groups, interviews with celebrities who wouldve starred, and an epic storyboard version of the ad we almost made. Two weeks, 10 million views, 600 media stories, 1.1 billion impressions and increases in awareness, consideration, trial and usage.

Brand: Newcastle Brown Ale
Client: Newcastle Brown Ale, Heineken USA
Agency: Droga5
Language: English

2015 SILVER

Bringing Humanity To Health Insurance

Oscar was the new kid on the health insurance block with zero market share, zero awareness, and only 3% of the total marketing spend in the category. But sometimes, starting from the ground up can have its advantages. Instead of going along with the category norms of health insurance, we traded in the corporate language for clarity, the scare tactics for humor, and the bureaucratic process for modern intuition. Our results? 45% awareness among our core audience and 5% total market share at the end of the enrollment period.

Brand: Oscar Insurance Corporation
Client: Oscar Insurance Corporation
Agency: UNTITLED WORLDWIDE
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