New Product or Service Introduction or Line Extension

Any communications effort used to introduce a new product or service that is not a line extension.

2011 BRONZE

The Introduction of Real Fruit Smoothies

Real. Fruit. Smoothie. These aren't the first words that come to mind when one thinks about McDonald's. This made it especially challenging for the traditional burger and fry joint to launch Real Fruit Smoothies. With consumer skepticism and formidable competition in tow, McDonald's needed to turn doubt and distrust into joyful disbelief. By bringing the concept of real to life in a way that was unique, unexpected, and un-McDonald's-like, the burger and fry joint captured more than their fair share of the smoothie marketplace and left the competition spinning.

Brand: McDonald's
Client: McDonald's Corporation
Agency: DDB
Language: English

2011 BRONZE

Dante's Inferno: Highway To Hell

Dante's Inferno was a new Electronic Arts video game in which players battled their way through the nine circles of Hell (Limbo, Lust, Gluttony, Greed, Anger, Heresy, Violence, Fraud and Treachery). To generate excitement and awareness for the game, we created a campaign that brought the Hell of Dante's Hell to life during the nine months leading up to launch. Every month we delivered a unique execution corresponding to one of the sins and designed to engage our audience via provocation, allowing us to deliver compelling information about Dante's.

Brand: Dante's Inferno
Client: Electronic Arts, Inc.
Agency: Wieden + Kennedy
Language: English

2010 GOLD

From Private Buzz...To Cultural Conversation

From Private Buzz to Cultural Conversation Schick was launching the world's first all-in-one razor and bikini trimmer and we needed to figure out how to talk about this delicate subject. We discovered that women speak in code when it comes to 'down there;' using metaphors that span irreverent to tongue-in-cheek to downright funny. Utilizing this 'ladiescaping language' we launched an integrated campaign that gave women license to talk, blog and literally sing the praises of the Schick Quattro for Women TrimStyle.

Brand: Schick Quattro for Women
Client: Schick Wilkinson Sword
Agency: JWT
Language: English

FINALISTS

McDonald's Rice - Hard to believe?

Tank Tank.. Clean water made easy

Stella Artois Unfiltered Stella Artois goes au Naturel to launch new Stella Artois Unfiltered