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.

2014 GOLD

Getting John West to Change its Tuna

Despite years of campaigning from organisations like Greenpeace, Australias largest and most well known brands of canned fish, John West, was still using tuna fishing practices that killed endangered turtles, blue whales, baby tuna and other marine life. We had one simple challenge: force John West to change the way they catch their tuna and stop these practices from happening.

Brand: Greenpeace
Client: Greenpeace
Agency: Saatchi & Saatchi Australia
Language: English

2014 SILVER

Shaking up the category and winning

Hungry Jack's is a David in a category full of Goliaths. Outspent and outnumbered by global titans - McDonald's, KFC, and Subway - we were tasked with finding a new way to encourage people to walk past the competition and into our stores. We did this with the Hungry Jack's Shake & Win App: an industry first and entirely new revenue driver. This case demonstrates how we embraced digital technology and changing shopper habits in order to deliver a stunning amount of sales and traffic for Hungry Jacks.

Brand: Hungry Jack's
Client: Hungry Jack's
Agency: Clemenger BBDO
Language: English

2013 GOLD

Cultivate A Better World

Chipotle is known for its burritos, but few know that Chipotle has radically changed fast food: from cooking food fresh daily, to building a supply chain of 7,000+ farmers, to sourcing more localproduce and sustainably raised meat than anyone, anywhere. Believing that the more people know about Chipotle, the more they will become passionate and loyal customers, Chipotle asked us to tell this story. The result was a content drivenmarketing platform, "Cultivate a Better World," designed to emotionally engage customers in Chipotle's journey to create a sustainable future.

Brand: Chipotle
Client: Chipotle
Agency: CAA Marketing
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