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.

2021 BRONZE

Read Between the Lies

Big Tobacco spends an eye-popping amount of money on marketing to communities of color – perpetuating a racist cycle of disease and addiction. truth, by comparison, spends a fraction. We had to make a little truth go a long way to establish Big Tobacco as a clear and present danger. So we provided a platform for the Black community to confront Big Tobacco’s racism face-to-face. The result: young people saw Big Tobacco as racist, causing 61% of them to report they’d be less likely to smoke or vape.

Brand: truth
Client: Truth Initiative
Agency: 72andSunny Los Angeles
Language: English

2021 GLOBAL GRAND CONTENDER

As Far As We Go

With Islam seen by many as a divisive religion in the world, it’s a world of “us” vs. “them” even during Ramadan - a month of unity and togetherness,  Muslims celebrate Ramadan. The world doesn’t. Even those celebrating don’t feel the same magic anymore.  Almosafer, a travel platform from Saudi Arabia, reignited the lost magic of Ramadan in the region, by giving Ramadan a new face - that of a child.  And through the child’s story, Almosafer took Ramadan's spirit to the world, encouraging inclusivity, openness and connecting through travel.

Brand: Almosafer
Client: Almosafer
Agency: FP7 Dubai
Language: English

2020 GOLD

Live a Little Freer

Big usually wins. But AA Insurance (AAI) outgrew the titans of the category by going BIG on the only thing they could. Emotion. Rather than playing to the fear-mongering of the category, AAI promised to set people free from the insurance fear. The ‘Live a little freer’ platform reframed the role of insurance, the products and even the promotions. The more freedom they tasted, the more they came; leading to AAI becoming a stronger brand, a bigger business and breaking all sales records since its launch.

Brand: AA Insurance
Client: AA Insurance
Agency: DDB Group New Zealand
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