Customer Experience / Marketing Innovation Solutions
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2024 GOLD
OREO Codes
Cookie sales were down at ABSCO due to declining relevance. Shoppers were spending their time walking the perimeter of the store and avoiding center store and therefore packaged cookies. We needed a compelling reason to win these shoppers back by drawing them into the cookie aisle and select OREO. Therefore, rather than fighting the perimeter traffic, we embraced it. Leveraging OREO & milk’s shared equity, we hacked milk’s barcode converting it into a visual stack of OREO - reminding shoppers every glass of milk is sweeter with OREO.
Brand:
OREO
Client:
Mondelez International
Agency:
VMLY&R Commerce
Language:
English
2024 SILVER
ADLaM: An Alphabet to Preserve a Culture
By the end of the century 90% of the world’s languages could be extinct, according to the U.N. Pulaar was one of them. It was the language of the Fulani people, a community of 60 million people spread across West Africa and the world. Pulaar had no writing system. Two brothers, in 1989, began working on an alphabet. Fast forward to the present, Microsoft worked with them and their community to revise, optimize and help digitize their alphabet preserving their culture for generations to come.
Brand:
Microsoft
Client:
Microsoft
Agency:
McCann NY
Language:
English
2023 BRONZE
Calvin Klein Fall Campaign 2022 – Project Denim
Calvin Klein faced a challenge of decreasing denim sales amidst competition and a pandemic-hit economy. The brand aimed to find new Gen-Z consumers by leveraging influencer voices and retro fashion trends. Calvin Klein launched a digital lookbook site housing denim looks styled by influencers, resulting in a 5% growth in purchase from 2021-2022 and a perception change where Gen-Zs associate the brand with adjectives such as "modern" and “cool". The campaign successfully convinced audiences that Calvin Klein Jeans are the fashion item they are looking for to express themselves.
Brand:
Calvin Klein
Client:
Calvin Klein
Agency:
Ogilvy Hong Kong
Language:
English
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