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.

2008 SILVER

truth vs. Big Tobacco

In an environment where cigarette companies spend upwards of $13 billion per year advertising and promoting its deadly product, truth has been the true underdog for teens in providing the antidote against Big Tobacco and its marketing practices. With its budgets at less than a fraction of Big Tobacco's, truth needed to get the real facts about tobacco and the industry into the hands of America's teens and empower them to spread the knowledge. "Infect truth" did just that. Over the course of the campaign, awareness for truth rose, negative perceptions about Big Tobacco were fueled, and viral 'infections' were spread at levels much greater than expected.

Brand: Truth Initiative
Client: American Legacy Foundation
Agency: Arnold Worldwide
Language: English

2008 SILVER

Chad & The Sales Guys

With merely 5% market share, 3% share of voice, and key competitors spending $500 million - $1.9 billion annually on advertising, Alltel faced a daunting challenge: Increase subscribers by 8% in its high-penetration, slowing-growth category. Through a gutsy campaign featuring "Chad and The Sales Guys," Alltel built strong demand for two category-changing services: My Circle and Anytime Plan Changes. In doing so, Alltel enhanced its brand image, exceeded its growth goal by 61% and achieved the category's lowest customer acquisition cost (more than twice as efficient as AT&T or Verizon).

Brand: Alltel Wireless
Client: Alltel Wireless
Agency: Campbell-Ewald
Language: English

2008 BRONZE

Come As You Are

The Chemistry.com ad has triggered an avalanche of responses from consumers, including daily emails from activists, customers, and ex-eHarmony employees applauding our campaign, sharing their dissatisfaction with eHarmony's practices, and sometimes their rejected stories.

Brand: Chemistry.com
Client: Chemistry.com
Agency: Hanft Raboy and Partners
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