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.

2007 SILVER

Schell's Dark. A Beer Facing Extinction

Despite its rich Minnesotan heritage, The August Schell Brewery was nearing extinction at bars in the Twin Cities. Often perceived as your father's beer, the brewery was being outspent by the macro-brewswhose million-dollar budgets helped them hoard bar tap lines. The big challenge was to establish a larger presence in a crowded market and stake the beer's rightful claim as a cool, iconic local beer - on a microbudget. With a unique concert-series promotion and new branding campaign, tap line penetration increased by 500% and sales are up by 30%.

Brand: Schell's Dark Beer
Client: August Schell Brewing Co.
Agency: Colle+McVoy
Language: English

2007 BRONZE

Tobu

Bridgestone Golf wasn't going to beat the likes of Titleist or Nike with the conventional weapons of TV dollars and print ads; at best they would be outspent in that war 50 to 1. It was important to be viral, to be a part of the golf lexicon. Bridgestone changed the golf language by using the Japanese word Tobu (roughly translated, 'to fly far with emotion'). By standing out above its competitors, the Tobu campaign produced record sales and the attention Bridgestone was hoping for.

Brand: Bridgestone
Client: Bridgestone Golf, Inc.
Agency: JWT Atlanta
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