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

2022 BRONZE

Hidden Gyms

Gymkuma, a new local sportswear brand, was about to launch in a city with a small fitness community (5.7% of population) where industry giants rule. With a small budget, it was impossible to compete. We saw an opportunity in the less active 94.3%, and con

Brand: Gymkuma
Client: Gymkuma
Agency: Wunderman Thompson / JWT / Amman
Language: English

2022 BRONZE

The Hidden Room

In a declining furniture-retail category, Home Box, losing market share to bigger competitors, needed to win share-of-cart with UAE homeowners. Based on the insight that we all show our homes to guests, but one room homeowners didn’t show guests

Brand: Home Box
Client: Home Box
Agency: Publicis Groupe - Leo Burnett 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