Health, Fitness & Wellness

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2023 GLOBAL GRAND CONTENDER

Don't sleep on it

To help with breast cancer’s spread in Saudi Arabia, IKEA needed to create a meaningful longer-time impact versus having yet another time-limited campaign like other brands and organizations. We tapped into the truth that women were aware about breast cancer and its danger but were not checking themselves regularly. And we created, “THE SELF-CARE CUSHION”, transforming IKEA’s popular cushion to act as a daily reminder for breast self-check exams and early detection. It became a daily reminder for breast self-check exams, through IKEA’s owned and social channels, impacting behaviours.

Brand: IKEA
Client: IKEA (Saudi Arabia)
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English

2022 BRONZE

Don’t hide the cough, fight it.

The pandemic sent the cough & cold category into fatal decline, slashing sales to roughly a third of their previous levels. The trigger symptom transformed from a mild irritation to the warning symptom and signal of a deadly disease. Ironically, social-distancing reduced the incidence rates for cough-symptoms and other related category illnesses. Addressing “Cough Stigma” head on and offering a solution by fighting it with our brand became the pivot for a humorous campaign alongside activations that brought the brand back strongly to near pre-pandemic levels, strengthening overall market positions.

Brand: Bisolvon
Client: Sanofi
Agency: Saatchi & Saatchi Düsseldorf
Language: English

2021 BRONZE

Tackling misperceptions by turning Peloton inside out

The way our target audience saw Peloton and the way Peloton Members experienced Peloton were very different. From the outside, Peloton had an exclusive veneer. On the inside, the Peloton community was vibrant, diverse, supportive, and everything but elitist. The tension between “the two Pelotons” gave us the perfect opportunity: To flip our world inside-out. Post “We All Have Our Reasons” campaign, positive impression “grew faster than we have ever recorded and achieved the highest levels to date”. Additionally, brand sentiment scores all jumped significantly, some by over 20 pts.

Brand: Peloton
Client: Peloton
Agency: Mekanism
Language: English