Beauty & Fragrance

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

2003 SILVER

Touch of Heaven

Lever 2000 bar soap was losing share because occasional users had forgotten its reason for being - its unique combination of skin care and deodorant benefits. Needing to boost awareness of Lever's skin care attributes among this target, the commercial "Touch of Heaven" was created to relaunch the Lever 2000 bar. The communication was aimed at a "touch-seeking" psychographic target, wrapping the functional benefit of soft, clean skin in the emotional benefit of getting close with those you care about, and delivered through a "Come Together"-themed media buy for maximum emotional impact. The goal was to increase share by raising awareness of the skin-softening benefit - a goal achieved beyond all expectations in just one quarter.

Brand: Lever 2000
Client: Unilever (Home & Personal Care)
Agency: JWT New York
Language: English

2003 BRONZE

Authentic Harley Riding Gear

Harley-Davidson MotorClothes was faced with a momentous task - to reverse consumers' negative price and quality perceptions of the apparel brand and, at the same time, combat core rider beliefs that Harley-Davidson, in general, had become a marketing machine more than a motorcycle manufacturer. As the business slowed, success seemed to be riding further and further away. In the end, it took a long, hard stare in the mirror to uncover one painfully simple, but profound truth about anything that is to be authentic Harley-Davidson: It's all about the ride.

Brand: Harley-Davidson MotorClothes
Client: Harley-Davidson Motor Company
Agency: Carmichael Lynch
Language: English

2002 BRONZE

Belly Button

Faced with negative product perceptions and lagging sales, Levi's needed an integrated idea that would tap into a competitive women' s jean market. Besides increasing the sales and growth brand imagery measure, Levi's also wanted to penetrate pop culture. By disrupting how and when fashion advertising is typically delivered, the television commercial and public relations campaign were able to re-invigorate the brand and re-establish Levi's within the women's jeans category.

Brand: Levi's
Client: Levi Strauss & Co
Agency: TBWA\Chiat\Day
Language: English

FINALISTS

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

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence