Beauty & Fragrance
Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.
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2009 SILVER
Is Old Spice Hair & Body Wash Right for Me?
In 2008, Procter & Gamble and its agency set out to relaunch Old Spice's Hair & Body Wash. Research revealed that many guys were alienated by overcomplicated or overly feminine products on the shelf. Thus, the campaign presented Old Spice Hair & Body Wash as an easy choice for no-nonsense guys, regardless of the hair, body or body hair they were bringing to the table. Sales skyrocketed, beating year-ago results by 70% and propelling Hair & Body to become the No. 1 variant in the male body wash category just one month after launch.
Brand:
Old Spice
Client:
Procter & Gamble
Agency:
Wieden+Kennedy
Language:
English
2009 SILVER
Connectivity
For its centennial campaign, Converse needed a holistic, creative idea to drive business globally. It also wanted to engage its target, the 18-to-29-year-old influential audience. The answer: Converse leveraged its roots in music to celebrate and inspire creative originals of the past, present and future. The result: The hit song and groundbreaking music video of the summer, "My Drive Thru," and the culturally influential "Connectivity" chain campaign. These contributed to record increases in brand exposure, product sales and Web site traffic.
Brand:
Converse
Client:
Converse, Inc.
Agency:
Anomaly
Language:
English
2009 SILVER
Live By It
Headed into 2007, Harley-Davidson Motor Clothes found itself confronted with an onslaught of competitors from both within and outside the motorcycle industry -from mainstream apparel manufacturers capitalizing on the phenomenon of biker fashion showing up on New York Fashion Week runways to discount merchant aisles. Harley had to distance Motor Clothes from the growing breed of poser fashions, reminding the world that Harley is the authentic authority. The brand blew past every goal to make it a banner year for Motor Clothes.
Brand:
Harley-Davidson
Client:
Harley-Davidson Motor Company
Agency:
Carmichael Lynch
Language:
English
FINALISTS
Pantene
If You Know, You Know It's Pantene.
Dove
Stop The Beauty Test
Avon Brasil
Excellence in Influence
