Automotive - Aftermarket

Gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, etc.

2001 GOLD

Maybe she's born with it. Maybe it's Maybelline

Maybelline's 1999/2000 campaign focused on improving overall brand perceptions and delivering new product news in multiple cosmetic segments to achieve the number one position in the mass market. The advertising approach was to weave compelling product stories with lifestyle imagery that is relevant to today's women, in order to establish Maybelline as a cosmetic innovator with a spirited yet pragmatic sensibility.

Brand: Maybelline
Client: Maybelline, Inc.
Agency: Gotham Inc.
Language: English

2001 GOLD

Batman

In 2000, OnStar faced competitive threats from new brands within the emerging "telematics" category, as well as a host of brands from across the converging wireless, internet, computer software, PDA, and voice portal categories. To combat these threats and provide a platform for an expandable suite of services, OnStar launched the "Batman" campaign, where the caped-crusader trusts OnStar for help in overcoming the many obstacles by faces on the road. By using Batman's well-known world as a bigger-than-life exaggeration of what the rest of us regularly encounter on the road, the campaign goals were to create significant increases in awareness and comprehension, web traffic and activations for the OnStar Brand.

Brand: OnStar
Client: OnStar
Agency: Campbell-Ewald
Language: English

2001 SILVER

Transformation

Olay had developed an entirely new cleansing system with superior benefits--a water-activated cleansing cloth--but women were neither dissatisfied with their current cleanser options nor did they spend much time thinking about their cleanser choices. We had a superior product for what initially seemed to be a niche, specialty market. Our challenge was to generate widespread trial and acceptance of this completely new form. Olay Daily Facials became the #1 cleanser in the category when we aligned the product with the universal and deep motivation for cleansing, to cleanse away the physical and psychic dirt of the day, and put this message in front of women when they were most receptive to a cleansing message.

Brand: Olay
Client: Procter & Gamble
Agency: Saatchi & Saatchi
Language: English

FINALISTS

Sunoco Fuel Your Best

Mobil Colombia De Camioneros A Protagonistas De Novela

Mobil Colombia Somos Imparables