Renaissance

This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of more than one year and a period of at least six months of upturn sales.

2018 SILVER

Relanzamiento PlazaVea - Nueva Estrategia

Plaza vea decide relanzar su marca acompañando el cambio de estrategia de negocio que ya implementando. plazaVea venía abandonando con mucho riesgo la propuesta de high and low (ejecutada por más de 15 años en la categoría) para establecer una estrategia completamente nueva: precios bajos, todos los días. Con el fin de posicionarse como líder absoluto en la categoría. El reto fue empezar a capturar, a través del relanzamiento de la comunicación, clientes del NSE C que normalmente compran en el canal tradicional, que representa el 70% del mercado.

Brand: Plaza Vea
Client: plazaVea
Agency: Fahrenheit DDB
Language: Spanish

2018 SILVER

Beano

This paper tells how a much-loved children’s comic transformed itself from a dormant heritage brand into a contemporary entertainment brand for a whole new generation of digital-native kids. Having suffered decades of decline in comic book circulation and an under-performing web platform, Beano bucked the trend and turned its fortunes around to rapid growth in readership both on and offline. Not only that, but ambitious growth targets were quickly surpassed, while awareness and trust scores catapulted beyond expectation. 

Brand: Beano
Client: Beano Studios
Agency: Red Brick Road
Language: English

2018 SILVER

From Spark Plugs To Singalongs

This is a story about how the AA brought a little heart to a mechanical category.  It was a big move - shifting the brand from a rational world of spanners and sparkplugs, to an emotional world of smiles and singalongs. And it was a brave move - flying in the face of pressure from the brand’s efficiency-focused board and their shareholders. But it was the right move. This is the story about how the AA used emotional brand building to save itself from a decade-long commercial decline.

Brand: The Automobile Association
Client: The Automobile Association
Agency: adam&eveDDB
Language: English

FINALISTS

INFINITI The Shift from Value to Valuable

Dancow Mother's Love is Perfect

GETNET by SANTANDER EL CLIENTE SIEMPRE TIENE LA RAZÓN