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.

2023 SILVER

Volkswagen: Volviendo al liderazgo de los hatchbacks

Incluso con la obligatoria retirada del Gol, Volkswagen recuperó su posición de liderazgo, reposicionando al estigmatizado Polo, que saltó del puesto 14 para consolidarse como el 'automóvil más vendido' en su categoría y en Brasil. ¿Cómo? Más que simplemente presentar un automóvil con innovaciones, propusimos una nueva visión de la categoría y del Polo: ¡ni Popular(categoría), ni Top(Polo), el Nuevo Polo es POP! Diverso y democrático. No solo otro hatch, sino más bien “el nuevo Volkswagen de tu vida”, con versiones para los deseos y necesidades más diversos.

Brand: Volkswagen - Nuevo Polo
Client: Volkswagen do Brasil
Agency: Almap BBDO
Language: Spanish

2023 SILVER

Let's create a new IBM

For decades, IBM wore the moniker “Big Blue” as a badge of honor, but now, it was holding them back. Big Blue was now seen as a behemoth of a bygone era in tech. In order to reinvigorate 110-year-old IBM, we created an inviting, participatory brand platform. We helped IBM connect to tech decision makers unlike anyone else in the category. We improved perception metrics, drove radical reappraisal, and our efforts helped IBM post 3 consecutive quarters of growth for the first time in years.

Brand: IBM
Client: IBM
Agency: Ogilvy (USA)
Language: English

2023 BRONZE

Heat Happens - Don't lose to Heat

THIS IS HOW SPRITE LAUNCHED ITS FIRST-EVER GLOBAL PLATFORM, DEVELOPED IN CHINA, BY EVOLVING ITS ASSOCIATION WITH ‘COOLING DOWN’ TO GROW RECRUITMENT AND REVENUE BEYOND SUMMER. For decades Sprite China positioned its lemon-lime edge as the ultimate way to beat summer heat creating a seasonal demand spike which tapered off, leading to seasonally skewed recruitment, and flattening revenues. Sprite reframed its benefit of ‘Cooling Down’ from physical heat to mental heat with its first-ever global platform, created in China - ‘Heat Happens’, to become relevant year-round, growing recruitment and revenues.

Brand: Sprite
Client: Coca Cola (China) Beverages
Agency: Ogilvy Shanghai
Language:

FINALISTS

INFINITI The Shift from Value to Valuable

Dancow Mother's Love is Perfect

GETNET by SANTANDER EL CLIENTE SIEMPRE TIENE LA RAZÓN