Beauty & Fragrance

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

2012 GOLD

Slim Chin

After a 5-year hiatus, adidas basketball was launching signature shoes for their two biggest athletes. Unfortunately, the largest character in basketball, LeBron James, was on everyones mind. It was clear that, if we wanted to sell shoes, we needed a larger-than-life character of our own. So we created one. Enter Slim Chin, a proponent of all things fast. Next thing you know, the world embraced his sales pitch: Fast Dont Lie. In the end, a five-foot-three, fictional character, towered over a king and adidas stole the throne of signature shoes.

Brand: adidas Basketball
Client: adidas America, Inc.
Agency: 180LA
Language: English

2012 SILVER

Axe Cleans Your Balls

This is the story of how AXE shower gel took the most obvious category benefit and the most clichd advertising construct and used them to create the most talked about commercial in social media of 2010. But its also about how we made shower gel believers out of bar soap lovers. How we used an accessory to sell the main product. How we adopted a listen then react approach to creative development. And, ultimately, how we regained category leadership over Old Spice. All by having some balls

Brand: AXE
Client: Unilever
Agency: BBH New York
Language: English

2012 SILVER

How Storm Chasers Clear The Way

The wiper blade category had become highly fragmented. So Bosch needed to differentiate itself. In an industry-first move, Bosch put its blades to the ultimate torture test, creating a new way to judge wiper blades. In partnering with the Discovery Channel Storm Chasers, Bosch became both contextually and culturally relevant. Bosch proved that if it could gain the trust of professionals who endure the most extreme weather conditions on the planet, Bosch Icon Wiper Blades could be trusted to "clear the way" through any weather the driving public would encounter.

Brand: Bosch
Client: Robert Bosch LLC
Agency: Team Detroit Inc.
Language: English

FINALISTS

Pantene If You Know, You Know It's Pantene.

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence