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.

2014 SILVER

Making low Prices Irresistible

This is the story of how one of Australia's biggest and oldest retailers re-invented itself and despite one of the countries deepest retail recessions returned the first profit in over a decade and became one of Australia's most talked about brands. Over 2011 to 2013 'OK' has been an organising idea that has helped transform customers and staffs perceptions of Kmart from a 'struggling' discount department store to a lively, contemporary shopping experience that all Australians are proud to shop at for quality products and amazing value for money.

Brand: Kmart
Client: Kmart
Agency: Belgiovane Williams Mackay
Language: English

2013 GOLD

The Great American Try-On

Depend wasn't resonating with boomers and was losing share to Private Label. The category hadn't experienced true innovation in years. Depend was finally bringing breakthrough products to market, but at a 50% price premium, consumers didn't believe it was "like real underwear." That was until they tried it first-hand. Thus, "The Great American Try On was born. As a category changing idea, this campaign asked all of America to try the new Depend and experience the difference. The idea garnered 1 billion media impressions in one month and sales reached a 3-year high.

Brand: Depend
Client: Kimberly-Clark Corporation
Agency: Ogilvy & Mather
Language: English

2013 SILVER

Not Your Average Chocolate

After M&M'S was dethroned as the #1 chocolate in America by Reese's, the brand sought to regain its rightful ranking in the chocolate category. Research identified a unique challenge: consumers no longer associated M&M'S with chocolate; instead they mistook it for candy. To remind consumers M&M'S are 100% pure milk chocolate, we debuted the Ms. Brown M&M, which consumers actually believed to be more chocolatey than any of the other colors. She was the perfect spokeswoman. The Super Bowl spot ranked #1 and sales increased at more than double the category growth.

Brand: M&M'S
Client: MARS Chocolate North America
Agency: BBDO New York
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