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.

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

2010 SILVER

Kia Soul vs. Scion xB

Kia launched Soul to directly compete with Scion xB, and start a conversation with a younger audience than they ever had before. 'Soul. A New Way to Roll' was the campaign rallying cry and it embodied a challenger spirit intent on challenging the category leader, winning market share, and connecting with a whole new audience. Soul's launch successfully sold the cars, stole market share, and embedded itself squarely in popular culture on its way to one of 2009's most successful car launches.

Brand: Kia
Client: Kia Motors America
Agency: David&Goliath, LLC
Language: English

FINALISTS

Qik Banco Digital Qikverso - Más fácil, posible

Qik Banco Digital Deja de hacerte cocote con Qik

Nurpur Nurpur Restage 2023-Breakfast Badlo