Beauty & Fragrance
Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.
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PROGRAM
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
2011 GOLD
Dockers' Return to Manhood
Khaki pants, once a symbol of rugged masculinity and freedom from suits and ties had become the default uniform of cube dwelling middle-aged middle managers. Which was a problem for Dockers, the category leader. Our task was to give the brand back its potency and reverse a long-term downturn. Our creative solution, 'Wear The Pants', did this and more. By highlighting the societal issue of the male decline, we touched a nerve with men and society as a whole as to what being a man might mean.
Brand:
Dockers
Client:
Levi Strauss & Co.
Agency:
Draftfcb San Francisco
Language:
English
2011 SILVER
Nobody Fits You Like Lane Bryant
Lane Bryant was the first specialty store that focused on a 'hard to fit' plus-size woman. The average American woman is now size 14 and has many more store options, but only Lane Bryant has the heritage and expertise to speak for her. Recognizing that there was a brand stigma, Lane Bryant introduced Cacique, their sexy intimates line. The controversial spot quickly made headlines nationwide and our model appeared on major network interviews. Our message that sexy is not a size was widely embraced and Cacique sales soared.
Brand:
Lane Bryant
Client:
Lane Bryant
Agency:
Zimmerman Advertising
Language:
English
FINALISTS
Pantene
If You Know, You Know It's Pantene.
Dove
Stop The Beauty Test
Avon Brasil
Excellence in Influence
