Corporate Reputation

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

2004 GOLD

Having a Baby Changes Everything

Developing a corporate image campaign for Johnson & Johnson, a company that is consistently ranked the most trusted company in America, was no easy feat. To do so, Lowe focused on Johnson & Johnson's baby care heritage and created a campaign entitled "Having a Baby Changes Everything." An ode to the very real joys of being a parent, the campaign not only brought mothers and fathers to tears, it managed to strengthen the image of a brand whose reputation was already unparalleled.

Brand: Johnson & Johnson Corporate
Client: Johnson & Johnson
Agency: Lowe and Partners
Language: English

2004 SILVER

e-business on demand

In mid-2002, IBM recognized that companies in today's complex, fast-paced, customer-centric economy need to be able to respond with flexibility and speed to a host of consumer demands and market threats. IBM's vision for helping companies succeed in that environment -- aptly dubbed e-business on demand -- was introduced via a 360 degree, fully integrated effort that included nine fantastical TV spots, an 8 page print manifesto, spreads, interactive work and website design, events and an elaborate teaser campaign which promoted Bagotronics, a (fictional) company selling a line of patented Business Time Machines and Magic Business Binoculars. The campaign created tremendous momentum around IBM's e-business on demand message, ensuring it was noticed, understood and well-received by the business and IT community.

Brand: IBM
Client: IBM Corporation
Agency: Ogilvy & Mather
Language: English

2004 BRONZE

Audi Innovators

In order to get out of the shadows of BMW and Mercedes, Audi had to find a way to get noticed and position itself as the most innovative brand of luxury cars. We identified eight high-profile innovators who personify the Audi brand, including actor John Malkovich and musician k.d. lang. The eight innovators were the foundation of a program designed to put the spotlight on Audi by honoring innovative thinkers through gala events, 12-page magazine inserts, and a one-hour television program on A&E. The campaign helped position Audi as being the most innovative automotive company in the world.

Brand: Audi
Client: Audi of America
Agency: McKinney
Language: English

FINALISTS

Santander BUS STOP, BUSINESS GO

Natura Amazon Alive - The real time deforestation counter

Movistar Movistar Con Todo