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.

2024 SILVER

How a tiny kangaroo caused a massive rebound in Aussie tourism.

Ruby the roo has engineered a tourism bounceback for the ages. She’s not only overcome Covid-specific hurdles (late-out-the-gates reopening, long haul leeriness and widening airfare deltas) but, crucially, remedied underlying pre-Covid metrics that had been on struggle street. This populist campaign backed by the appliance of marketing science has punched well above its SOV, delivering visitor growth rates that dwarf those of the category, a resurgence in spend-per-trip and consideration, blowing the dial on pre-testing with System 1 and generating incremental revenue. All courtesy of a tiny roo with out-sized impact.

Brand: Tourism Australia
Client: Tourism Australia
Agency: M&C Saatchi
Language: English

2024 SILVER

Crowning a New King: Our Customer

Burger King was at a crossroads. Brand awareness was high, but relevance had eroded over time, resulting in decreased sales. “You Rule” was the answer: a modern translation of “Have it Your Way” declaring the customer as true royalty at Burger King. The campaign gave purpose to our products and experience, giving guests and their families a well-deserved lift in their busy day.  Coinciding with the launch of the “You Rule” campaign, the brand saw system-wide sales growth, YoY from October 2022 - September 2023.

Brand: Burger King
Client: Burger King
Agency: OKRP
Language: English

2024 BRONZE

Tullo – Restaging the Kids’ Chant

Once a mid-premium leader, Tullo faced a decline since 2019-20, attributed to evolving consumer trends. Recognizing kids' need for nutrition, a 70+ years old chant was repackaged to resonate with today's children. Strategic interventions, including differentiated routes to market, tactical pricing, and a refreshed visual identity, aimed to enhance local market competitiveness. ¦Once a mid-premium leader, Tullo faced a decline since 2019-20, attributed to evolving consumer trends. Recognizing kids' need for nutrition, a 70+ years old chant was repackaged to resonate with today's children. Strategic interventions, including differentiated routes to market, tactical pricing, and a refreshed visual identity, aimed to enhance local market competitiveness. 

Brand: Cooking Oil
Client: Dalda Foods Limited
Agency: MullenLowe Rauf
Language: English

FINALISTS

Sunsilk Pakistan The Sunsilk Sunrise

Spa Más que Arte es renovARTE

G-PREMIUM G-PRIX RELANZAMIENTO GASOLINA G-PREMIUM G-PRIX DE PRIMAX