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.
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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