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.

2022 SILVER

Yimsu

While local players got stronger in Thailand, Colgate declined. To revitalise the brand, Colgate, as the champion of smiles decided to redefine the power of a smile in the Thai context. Through the Yimsu campaign, Colgate reminded everyone that a smile supercharged with optimism not only has the power to smash stereotypes, but also build bridges. Thanks to Yimsu, not only is our brand saliency at an all time high, but we also managed to arrest our 5 year decline & beat growth projections by 40% in just 6 months!

Brand: Colgate
Client: Colgate-Palmolive
Agency: Red Fuse Hong Kong
Language: English

2022 BRONZE

Eat Fresh Refresh

Through the pandemic consumers have felt stagnation and an overwhelming desire to break from routine to experience something new and fresh. After nearly a decade of sales stagnation and consumer research, Subway found that consumers also saw the brand as stagnant and in need of a refresh. Subway was familiar with feeling stale. As a result, we identified that with Subway you have to refresh to be fresh. And with the Refresh campaign, we upended people’s expectations of Subway by hijacking consumers with our refreshed, quality ingredients and sandwiches.

Brand: Subway
Client: Subway
Agency: dentsuMB
Language: English

2021 BRONZE

Setting New Sustainable Foundations for Growth

This case shows how a repositioning can re-vitalise a global brand in a challenging cultural and business context. Our data-driven strategy demonstrates how working against a perceptual objective triggered a broader equity reinforcement and eventually growth. By focusing on “sustainability”, the campaign made European coffee lovers see Nespresso as being more trustworthy and offering better quality, which initiated a volume growth increase. The case finally proves how fast a repositioning effort can take and drive results—the journey was initiated in January 2020 and generated outstanding results by December 2020.

Brand: Nespresso
Client: NESPRESSO
Agency: McCann Paris
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