Media Idea
The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
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2013 BRONZE
Johnsonville Kitchens
To win in the cooking space with only about $1.4 million in media, Johnsonville turned to online. We looked at all of the gobbledygook that comes after .com in a URL to determine exactly what our mom target was thinking at that moment. Then, we let her mindset write the ads for us to push mom from awareness through purchase and all the way down the purchase funnel to re-purchase. As a result, Johnsonville had the best Italian sausage sales quarter in the company's 67-year history.
Brand:
Johnsonville Sausage
Client:
Johnsonville
Agency:
Cramer-Krasselt
Language:
English
2012 GOLD
Moving Day
Every July 1st long weekend in Canada, a cultural phenomenon happens. The people of Quebec Canada move, not one by one but all at once. Moving Day emerged out of a key insight that what people needed the most from IKEA was what was most scarce boxes. The campaign turned the ordinary, average dull brown cardboard box into a compelling, central media vehicle. By tapping into the cultural fuel of urban communalism, IKEA moved into the hearts and minds of all Quebecers, and moved Quebecers into an IKEA store.
Brand:
IKEA
Client:
IKEA Canada
Agency:
Leo Burnett/Arc Worldwide Canada
Language:
English
FINALISTS
RITZ
Puttin’ on the RITZ
U.S. Bank
Found in Translation: The untold story of children who give a voice to generations.
Pulsar N160
The (Un)Censored Ad
