Beauty & Fragrance

Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.

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2015 GOLD

Sorry, Not Sorry

This is the story of how Pantene dug deep into its brand DNA to connect with Millennial women. We identified a synergy between their strength and Pantenes equity in hair strength. And found we could further the conversation on female strength by helping her realize the little, every day things she does to undermine it, like over-apologizing. Pantene exposed this through a film, Sorry, Not Sorry. Which created the incredible impact, buzz and positive perceptions among Millennial women creating momentum for the brand.

Brand: Pantene
Client: Procter & Gamble
Agency: Grey New York
Language: English

2015 GOLD

I Will What I Want

Under Armour, a brand loved by core athletes for its uber-masculine, testosterone-driven image was rejected by the non-core athletic female consumer. In order to grow, they would need to reframe their image by pushing against the very thing women struggle with the most: outside opinions and pressures from culture. Our campaign celebrated women who use fitness to resist this pressure and reclaim control of their lives. The result didn't just drive consideration but lifted sales in the process.

Brand: Under Armour
Client: Under Armour
Agency: Droga5
Language: English

2014 GOLD

#thereturn

Adidas basketball was building on momentum when they signed reigning NBA MVP Derrick Rose to a 14-year, $250MM signature footwear and apparel deal. Adidas had aggressive sales and engagement goals for Roses signature shoe launch when the unthinkable happened. Rose suffered a devastating injury that would keep him out the following season. Rather than shift their focus elsewhere like other performance brands would have done, adidas turned the spotlight on their fallen star. #TheReturn inspired people to team with Rose and support him on his journey back to the court.

Brand: adidas
Client: adidas
Agency: 180LA
Language: English