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.

2015 SILVER

From "Trusty and dusty" to "relevant and exciting"

Ice cream was growing, but Breyers was not. Consumers fled for homespun, regional brands and fancy gelatos. We launched Breyers Gelato Indulgences to grab a piece of the profitable, gelato game while enhancing Breyers decaying brand image. We entered as the old American grandpa of ice creams out of place amongst sleek, Italian gelatos, but came out as a heavyweight. We captured 20% of a market we didnt belong in, and owned 4 of the top 5 SKUs. And we revived Breyers image, reversing 10 years of portfolio sales decline.

Brand: Breyers
Client: Unilever
Agency: DDB New York
Language: English

2015 BRONZE

4Runner Keep It Wild

When Toyota updated the design of the 2014 4Runner and stuck to the rugged and tough body-on-frame construction, it was clear that the legendary off-road brand was committed to this niche segment and had no plans of going soft like the rest of the mid-size SUV category. Just like 4Runner, its customers have also chosen to keep themselves wild. The campaign engaged with these active adventurers in the most authentic ways possible, bolstering the brand and increasing sales by over 30%.

Brand: Toyota
Client: Toyota Motor Sales
Agency: Saatchi & Saatchi LA
Language: English

2014 GOLD

Car Creation

You trawl through your competitors product disclosure statements and discover that many dont insure drivers for parts that are covered as standard in NRMA Insurances policy. From this you devise an incredibly risky idea to build a working car out of all the parts that other insurers dont cover. 12 weeks later youve got a working car built from scratch using over 30,000 individual parts and, an ecstatic client whose campaign delivered 3.3m enquires, an ROI of 129%; all the while dropping cost per call by 255%.

Brand: NRMA Insurance
Client: Insurance Australia Group
Agency: Whybin\TBWA
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