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.
The Truth is Hard to Find
A tumultuous political environment brought a windfall of traffic but The New York Times needed to increase paid subscriptions. It became clear that The Times’ dogged dedication to uncovering hard truths made it invaluable during these unsettled times. The resulting campaign worked hard at every level: it put The New York Times at the center of the conversation about the role of a free press, positioned it as trusted source for deeply-reported journalism, and resulted in the best quarter for subscriber growth in the NYT’s history.
Brand: The New York Times
Client: The New York Times
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.
Client: Beano Studios
Agency: Red Brick Road
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