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.
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2013 BRONZE
Finding the Buried Treasure: the Return of Captain Morgan
This is the story of a 17th century icon making 21st century headlines. After a number of years of decline, Captain Morgan was a brand that was loved but not respected. This is a category where consumers effectively 'drink the label', so its a case of how a great story can bring new life to an aging brand.
Brand:
Captain Morgan
Client:
Diageo
Agency:
Anomaly
Language:
English
2012 GOLD
Never Settle For Less
Over the last decade, H&R Block experienced years of decline. The brand that invented the tax preparation category was now facing unrelenting pressure from other retail outlets and fast-growing do-it-yourself digital methods. After yet another dismal season, H&R Block presented a challenge: Motivate a skeptical, cost-conscious consumer to fire their current tax preparer and ask them to believe, instead, that with H&R Blocks expertise behind them, they stood a better chance to get more money back in their taxes. Proudly, this brand and its people fought back (and won).
Brand:
H&R Block
Client:
H&R Block
Agency:
Fallon
Language:
English
2012 SILVER
Helping America's Diner Re-Find Its Soul
Now and then one finds a brand where everyone knows what is but no one knows who it is. Dennys was that brand. The company and consumers had lost sight of what made Dennys special. Our charge was to rediscover the essence of the brand and recapture the hearts and minds of working-class Americans. As often happens, we traveled a long way to discover the answer was right under our noses. Thanks to our solution Dennys sales will be up for the first time in five years.
Brand:
Denny's
Client:
Denny's Corporation
Agency:
Gotham Inc.
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
