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.

2016 GOLD

The Rebirth of an Iconic Brand

For generations, Whirlpool built a brand on simple familiarity and trust. But new competitors focused on technology and innovation shook up the appliance market, taking an 11% chunk out of Whirlpools market share since 2010. To combat this threat, Whirlpool launched the Every day, care campaign to shift the conversation away from tech innovation to how Whirlpools products fit seamlessly into the care you give. Through a national launch the Every day, care campaign stopped the downward slide and grew market share by 6.4 percent in only 1 year.

Brand: Whirlpool
Client: Whirlpool
Agency: DigitasLBi Chicago
Language: English

2016 SILVER

Coffee VS Gangs

Kenco has long been a brand with a purpose, driven by the belief that commercial gain can and should go hand-in-hand with the delivery of social good. An ethical stance has long been part of Kencos DNA, but as competitors followed their lead their ethical leadership position was eroded, and Kencos sales suffered. •Coffee Vs Gangs marks the revitalisation of Kencos brand purpose and the defence of its profitable, premium-priced position in the market, through the creation of a pioneering educational programme: we offered disadvantaged young Hondurans a new chance in life by training them as coffee farmers.

Brand: Kenco
Client: Jacobs Douwe Egberts
Agency: J. Walter Thompson
Language: English

2016 SILVER

UPS United Problem Solvers

This paper will show how an insight into the unique way that UPS worked with its customers helped reposition the brand as a collaborative problem solver _ UPS –United Problem Solvers”- rather than just a shipping or logistics provider. Communicating this repositioning differentiated UPS in a crowded and competitive European logistics market. The United Problem Solvers campaign ran in the UK and Germany and accelerated UPSs revenue growth, meeting its objectives of boosting consideration, increasing UPSs penetration of the small medium enterprise (SME) target audience and ultimately driving value sales.

Brand: UPS
Client: United Parcel Service of America, Inc (UPS)
Agency: Ogilvy & Mather
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