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.

2009 GOLD

How Much Is Your Network Costing You?

In the networking category, Nortel is the David to Cisco's Goliath. However, comparing the costs of Nortel and Cisco data networks revealed a powerful fact: Cisco data systems cost more to run than Nortel's. That was the chink in Cisco's armor. Launched with limited paid media that directed the audience to search for the Cisco energy tax, the campaign was a huge success. The Nortel sales pipeline grew 46%, shattering the 15% goal. Blog and press coverage was broad. Nortel was out of the shadow of the giant.

Brand: Nortel
Client: Nortel
Agency: McCann Worldgroup
Language: English

2009 SILVER

Unsnobby Coffee

Launching McDonald's premium coffee in Seattle, Starbucks' hometown, where The Buck outflanks McDonald's 4-to-1 in retail locations and there's an indie cafe on every corner, was no easy task. The strategy: Tap into unpretentiousness, a core value of Washingtonians, to create a backlash against coffee elitism. The campaign included a 12-foot-tall coffee confessional housing "our Dr. Phil" of the espresso world conducting anonymous "Unsnobby" interventions, which got Seattle buying McCafe, over-delivering trial goal by 173%.

Brand: McDonald's, Western Washington
Client: McDonald's Corporation
Agency: DDB West
Language: English

2008 GOLD

Piping Cold

Launching McDonald's Iced Coffee in Seattle, Starbucks' hometown, where "The Buck" outflanks McDonald's 4 to 1 in retail locations, where there's a hipster indie cafe on every corner, was no easy task. Our strategy: In a city born and brewed on morning hot, celebrate cold in the afternoon. Our easy-breezy "Iced to Meet You" campaign included real knit pole cozies and java jackets, giant ice cubes, and the first-ever TV spot featuring prosthetic male nipples, which got Seattle buying McCold, over-delivering our sales goal by 50%.

Brand: McDonald's, Western Washington
Client: McDonald's Corporation
Agency: DDB, Seattle
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