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.

2020 BRONZE

Are You Starting To See It?

With free news apps and online content available in enormous quantities, newspapers like Nikkei, which use a subscription model, face an existential question - what value do they provide to digitally-native readers that is worth paying for? The answer is the same as it has always been: facts are table stakes, but the understanding they give you is gold. By moving from short-term promotional campaigns to celebrating these core values of Nikkei for a new generation, applications increased by a peak of +71%, helping to secure the future of Nikkei.

Brand: Nikkei Online Edition
Client: NIKKEI
Agency: McCann Tokyo
Language: English

2019 GOLD

Timberland, Uncompleted

Challenge: Timberland suffered low brand awareness in China. Its iconic item Yellow Boots are often confused with knock-offs from competitors.

Opportunity: Many people in China call Timberland “ti-bu-lan” which means “unbreakable” in Mandarin, it symbolizes the durability of Yellow Boots. We aim to capitalize on existing local interpretation of the brand – “ti-bu-lan” to establish emotional brand connection with Chinese consumers.

Insight: Timberland boots look nicer as they grew weathered, similar to human life, in which experience makes a person confident with themselves.

Concept: “Every Crease, Another Chapter in the Story.” Each one of us is crafting our own style of “ti-bu-lan” story with life experience.

Execution: The story drew analogy between life and yellow boots, move people with universal emotions.

Results: The film also helped Timberland hit a record high sale on Tmall 11/11.

Brand: Timberland
Client: VF Corporation
Agency: SG
Language: Mandarin

2019 GOLD

Dino se Renueva

La marca Dino se encontraba bajo fuerte ataque por competidores que ofrecían un punto de precio mucho menor. Venía decreciendo en ventas y las estrategias ejecutadas anteriormente no funcionaron como se esperaba. Dino necesitaba renovarse y reconectar con los niños.  Un rediseño del empaque y del personaje y una campaña que permitía que los niños interactuaran y comprobaran que Dino era ahora mucho más divertido, lograron aumentar las ventas un 24% en el periodo de la campaña y permitir en lo adelante un crecimiento sostenido para la marca.

Brand: Galletas Dino
Client: Molinos Modernos
Agency: Ogilvy
Language: Spanish

FINALISTS

INFINITI The Shift from Value to Valuable

Dancow Mother's Love is Perfect

GETNET by SANTANDER EL CLIENTE SIEMPRE TIENE LA RAZÓN