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 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:

2023 BRONZE

Magic when the lights go out. How a fundamental shift in marketing strategy brought back to life a global attractions business, post-pandemic.

At the beginning of 2022, Merlin were faced with an existential threat.
Two years of either closure or limited trading had not only put us in a financial hole, but had changed our competitive set from other ‘big days out’ to ‘anything outside of the house’.
Faced with this new context, we took the tried and tested Merlin marketing playbook and totally re-wrote it. By fundamentally re-thinking our marketing philosophy, we were able not only to recover, but to re-imagine ourselves and our role.
The lights didn’t just stay on, they burned brighter than ever before.

Brand: Merlin Entertainments
Client: Merlin Entertainments
Agency: Creature London
Language: English

2022 GOLD

Junk Sleep

Mattress Firm was written off as another casualty of the retail apocalypse, facing competition from a sea of digital-first competitors. A reliance on promotions wasn’t differentiating the brand. To grow the brand, they needed to plant their flag as more than another mattress store, but the trusted leader in sleep. Junk Sleep, their first brand campaign, visualized how poor sleep leaves us a shell of our true selves, encouraging people to find the right mattress. The campaign boosted awareness, key differentiation metrics, and drove double digit sales increases YoY.

Brand: Mattress Firm
Client: Mattress Firm
Agency: Droga5
Language: English

FINALISTS

Sunsilk Pakistan The Sunsilk Sunrise

Spa Más que Arte es renovARTE

G-PREMIUM G-PRIX RELANZAMIENTO GASOLINA G-PREMIUM G-PRIX DE PRIMAX