Beauty & Fragrance

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

2019 SILVER

Viral video "SO DIFFERENT SKINS"

Сompetition in the budget segment had become much tougher which could adversely affect the brand Maybelline that played in the “above average” price segment. Therefore, it was necessary in the shortest possible time to build a strong in sub-brand the budget-friendly segment. For this purpose, Maybelline chose the most affordable sub-brand in its portfolio, Fit Me, that was nevertheless 30% more expensive than the competitors. In its distinctive stirring musical manner Maybelline addressed the 'Generation Selfie ' with an idea of individual nature of beauty and skin tones, which instantly resonated with audience and helped strengthen the leadership of Maybelline.

Brand: Maybelline New York
Client: L'Oreal CJSC
Agency: McCann Moscow
Language: English, Russian

2019 BRONZE

Timberland, Uncompleted

Challenge: Timberland suffered low brand awareness in China. Its iconic item Yellow Boots are often confused with knock-offs from competitors.

Opportunity: Many people in China call Timberland “ti-bu-lan” which means “unbreakable” in Mandarin, it symbolizes the durability of Yellow Boots. We aim to capitalize on existing local interpretation of the brand – “ti-bu-lan” to establish emotional brand connection with Chinese consumers.

Insight: Timberland boots look nicer as they grew weathered, similar to human life, in which experience makes a person confident with themselves.

Concept: “Every Crease, Another Chapter in the Story.” Each one of us is crafting our own style of “ti-bu-lan” story with life experience.

Execution: The story drew analogy between life and yellow boots, move people with universal emotions.

Results: The film also helped Timberland hit a record high sale on Tmall 11/11.

Brand: Timberland
Client: VF Corporation
Agency: SG
Language: Mandarin

2019 BRONZE

PEAK TAI-CHI 1.0PLUS“negative feedback” Project

Even good products can not be perfect, but how to face the negative feedbacks of consumers, and even turn to the positive brand reputation? In the marketing campaign of Peak running shoes TAI-CHI 1.0 PLUS, we did not ignore consumers’ advice of TAI-CHI1.0, not only connected the fans to create rapid iteration of products in just six months, but also sincerely printed consumers’ negative reviews on the shoe box packaging which are sold with shoes, telling consumers that they have modified the DNA of TAICHI 1.0 Plus. After this campaign, on the social media platforms TAICHI raised extraordinary popularity and marketing communication in a spontaneous way. Not only did the bloggers whose negative feedbacks had been listed support for the product, so the efficiency and high-energy iteration and communication also triggered the affirmation of the digital and marketing industries. With the words from the heading self-media negative comments, "this is a feeling of a bosom friend." Furthermore, the negative-feedback marketing campaign helps the improvement of product sales, and Peak has accumulated branding equity, closer to the consumer, and established the public awareness of “sound quality, sincere branding”.

Brand: PEAK
Client: PEAK SPORT PRODUCTS CO.,LIMITED
Agency: GOODIDEA
Language: Mandarin

FINALISTS

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

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence