Corporate Reputation
This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.
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PROGRAM
2003 GOLD
Switchers
Apple's market share was stagnant - it was time to talk to the 95% of computer users who didn't own a Mac. These were people who loved Apple, but didn't think they could own one because of their misperceptions that Apple was incompatible: with devices, with friends, between software and with their PC prominent lives. The Switchers campaign showed PC users of every walk of life giving testimony that: yes, you can own a Mac. The campaign started a cultural momentum around switching that brought 3.6MM unique visitors to Apple.com/Switch with over 60% of the traffic originating from PC platforms within one week of the campaign launch and has continued to draw enthusiastic curiosity from the PC universe.
Brand:
Apple
Client:
Apple Inc.
Agency:
TBWA\Chiat\Day
Language:
English
2003 SILVER
Olympic Sponsorship
Against America's leading brands and their substantial Olympic advertising budgets, Home Depot's creative strategy and campaign, aided by shrewd media planning and public relations, catapulted Home Depot into first place with all Americans. This campaign's extraordinary success is, more than anything, an illustration of how great things spring from a powerful creative strategy.
Brand:
The Home Depot
Client:
The Home Depot
Agency:
The Richards Group
Language:
English
2003 BRONZE
We want to race the truck. People love the truck.
When UPS entered NASCAR, they knew the following: People love the truck and no one could be more suited to driving the truck than legendary Winston Cup driver Dale Jarrett. With this premise, UPS set out to connect with the fans and keep Jarrett in the limelight. They achieved these objectives and created a national movement. We want to race the truck - people love the truck.
Brand:
United Parcel Service
Client:
United Parcel Service
Agency:
The Martin Agency
Language:
English
FINALISTS
Hrvatski Telekom
Poziv koji ne propuštaš
Podravka d.d.
Hrana koja brine o vama
Trust Index
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