Beauty & Fragrance
Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.
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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
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
FINALISTS
Pantene
If You Know, You Know It's Pantene.
Dove
Stop The Beauty Test
Avon Brasil
Excellence in Influence
