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.

2022 BRONZE

World’s Smallest Billboards

Kao Magiclean is a Japanese kitchen cleaner brand that entered China in 2021. After 11 months of modest business results, we radically repositioned the brand and launched a campaign on Tmall’s Double12, the second biggest eCommerce festival of the year. The challenge was to draw eyeballs and generate sales in a low involvement category dominated by legacy brands. We did this by talking about something that every competitor ignores: Germs. We created the world’s smallest warning signs for germs and made an invisible problem visible.

Brand: Magiclean
Client: Kao Commercial (Shanghai)
Agency: Ogilvy Shanghai
Language: English

2021 GOLD

Looks Like You Need to Let It Out

Tourism was one of the industries most impacted by the COVID-19 pandemic. But even with all of the uncertainty around travel, countries like Iceland that have an economy heavily reliant on tourism could not afford to stay quiet. Iceland needed to make itself top of mind and “top of the list” for potential travelers. And it needed to do so while being outspent 8-to-1 by competitors. So we developed a noisy campaign that generated outsized PR coverage and captured the cultural zeitgeist at a fraction of the budget typically used.

Brand: Business Iceland
Client: Business Iceland
Agency: SS+K
Language: English

2021 SILVER

Stuck

In a challenging economy we needed to promote Dubai Science Park but it wasn’t top-of-mind of healthcare and scientific businesses. We discovered a key area of focus: Paralysis. It was unspoken of by companies. To reach businesses, we wanted to create mass awareness and media attention. We launched “STUCK”, making people feel the challenges facing people with paralysis and creating solutions to prevent and manage paralysis. With low budgets, through cross-channel engaging experiences, we enhanced public awareness of the challenges facing people with paralysis and attracted companies to create solutions.

Brand: Dubai Science Park
Client: Tecom Group - Dubai Science Park
Agency: McCann Health Middle East
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