Beauty & Fragrance
Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.
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PROGRAM
2012 BRONZE
Singin' In The Rain
To launch its Nourishing Oil Hair Care line, Dove needed to earn credibility among hair-involved women, steal share from market leader Pantene and spend less than 1MM. To make the brand worth talking about, our campaign leveraged an observation into competitive behavior: going online while everyone else spent heavily in TV; and built on Dove's brand values by using real woman in a frizzy-hair torture test. The women tweeted and blogged on set as they sang in the rain. Consumers responded, and Dove achieved +67% over projected revenue.
Brand:
Dove Canada
Client:
Unilever
Agency:
Ogilvy & Mather
Language:
English
2012 BRONZE
Rivals Are Forever
New Era wanted to re-launch the brand and transform itself from a multi-million-dollar head-wear manufacturer to a $1 billion global lifestyle brand. We did this by building a campaign that tapped into a universal theme of fan allegiance, passion and intensity that our target audience hardcore sport and pop culture fans alike - would instantly recognize and embrace: Team Rivalry. A campaign that not only helped increase New Era sales by 35% over a five-month period, but became a huge cultural phenomenon.
Brand:
New Era
Client:
New Era
Agency:
The Brooklyn Brothers
Language:
English
2011 GRAND
"The Man Your Man Could Smell Like"
Old Spice needed to defend its turf in the male body wash category. "The Man Your Man Could Smell Like" was created to appeal to both men and women and quickly became a cultural phenomenon. The campaign changed the way brands can interact and engage with their fans and ultimately helped to double sales of Old Spice body wash from the previous year.
Brand:
Old Spice
Client:
Procter & Gamble
Agency:
Wieden+Kennedy
Language:
English
FINALISTS
Pantene
If You Know, You Know It's Pantene.
Dove
Stop The Beauty Test
Avon Brasil
Excellence in Influence
