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.

2011 BRONZE

Seasonique Re-launch

Most women hate their period, so why weren't they signing up in droves to have fewer? Well, it turns out most women are used to their period and they've been told that it's normal to have 1 every month on the Pill - a myth that's existed since its invention. So, how do you get women to question what's natural, normal and supported by a myth 50 years in the making and with half the budget of your closest competitor? You identify the right target, who was ready for fewer periods and challenge her to see that 12 periods is not normal on the Pill. We created an epiphany and made 4 periods the new normal! After years of slow sales, our new target jumped on board and sales doubled as a result.

Brand: Seasonique
Client: Teva Women's Health
Agency: DDB New York
Language: English

2010 GOLD

1 Second Ad Campaign

Miller High Life endeavored to steal Budweiser's thunder during the Super Bowl despite Budweiser having event exclusivity and a budget 55x that of High Life's during the game. High Life sought to make an economic statement by bringing common sense back to the Super Bowl. The "1 Second Ad" creative idea was rooted in media innovation and successfully leveled the playing field by sparking media wildfire. High Life volume growth during the Super Bowl far exceeded competitors, and the campaign generated significantly more buzz following the game than Budweiser.

Brand: Miller High Life
Client: MillerCoors
Agency: Saatchi & Saatchi
Language: English

2010 SILVER

Drink Responsibly

In the early 2000s, the beverage behemoths started investing upwards of $50 million annually each marketing their bottled water brands. Soon, people were drinking 8.6 billion gallons of bottled water per year. That's a lot of water and importantly, a lot of plastic bottles. We set out to convert at least some of the 250-million plus bottled water drinkers to Brita filtered water drinkers. And to do that, we asked them to please, Drink Responsibly.

Brand: Brita
Client: The Clorox Company
Agency: DDB West
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