Corporate Reputation

This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.  

2019 BRONZE

Timberland, Uncompleted

Challenge: Timberland suffered low brand awareness in China. Its iconic item Yellow Boots are often confused with knock-offs from competitors.

Opportunity: Many people in China call Timberland “ti-bu-lan” which means “unbreakable” in Mandarin, it symbolizes the durability of Yellow Boots. We aim to capitalize on existing local interpretation of the brand – “ti-bu-lan” to establish emotional brand connection with Chinese consumers.

Insight: Timberland boots look nicer as they grew weathered, similar to human life, in which experience makes a person confident with themselves.

Concept: “Every Crease, Another Chapter in the Story.” Each one of us is crafting our own style of “ti-bu-lan” story with life experience.

Execution: The story drew analogy between life and yellow boots, move people with universal emotions.

Results: The film also helped Timberland hit a record high sale on Tmall 11/11.

Brand: Timberland
Client: VFCorporation
Agency: SG
Language: Mandarin

2019 BRONZE

From Chicken Crisis to Chicken Comeback

In February 2018, KFC was thrust into the global spotlight when its restaurants across the UK were shut down. It was a crisis for the brand and the business, and we needed a quick, well considered response that would help KFC recover. As a result of our crisis response strategy, and creative that rolled out over 8 months, KFC brand health index score came out higher than before the crisis, the brand recovered to pre-crisis penetration levels by the end of 2018, and to pre-crisis value sales within four months.

Brand: KFC
Client: KFC UK&I
Agency: Mother London
Language: English

2019 BRONZE

The Flip

McDonald’s has a history of supporting women-owned businesses and decided to tell that story at a point in time when it couldn’t be a more welcomed message. On International Women’s Day, McDonald’s highlighted and celebrated the successes and impact of the women of McDonald’s. We transformed the most iconic logo in the world into a beacon for its female workforce at women-owned McDonald’s locations across the nation. The one-day event generated over 1.6 BILLION global impressions and increased relevant brand health metrics.

Brand: McDonald’s
Client: McDonald's
Agency: We Are Unlimited
Language: English

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