Electronics

TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.

2005 GRAND

Silhouettes

Digital music was a mess. Fans were stealing. record companies were suing. Artists couldn't get paid. But Apple had created iPod and the iTunes Music Store, a solution that worked for everyone. Our insight: what really mattered was the music itself. Using iPod as the icon, our campaign celebrated the promise of digital music, not it's controversy. Apple invited everyone to the party. To date, Apple has sold 5.9 million iPods and 150 million songs.

Brand: Apple
Client: Apple Inc.
Agency: TBWA\Chiat\Day
Language: English

2005 BRONZE

The Best Part of Photography

In 2004, Kodak was reengineering its business to compete in the digital world. Kodak had designed the Picture Maker digital kiosk to spur consumer printing, a vitally important business stream, but they didn't know how to leverage it against the competition. Moreover, consumers weren't printing their digital pictures as they had done with film -- a daunting problem the entire category was struggling to overcome. This is the story of how the agency and client responded, investigating the problem and finding the solution. The result: awareness and preference for the Kodak kiosks significantly increased and usage soared over and above original projections.

Brand: Kodak
Client: Eastman Kodak Company
Agency: Ogilvy & Mather
Language: English

2004 BRONZE

DIGIC

The digital camera market, which has had explosive growth, is transitioning into a mainstream category. Canon is one of the top three brands. Even with Canon's relatively strong brand position, there is very little brand differentiation between brands. Canon recognizes that as the market matures, brand differentiation will determine brand leadership. Canon also wants to secure itself as one of the leading brands by capturing more substantial market share. Canon needed to demonstrate that there is a clear difference between digital camera brands. By creating a campaign that leveraged the unique Canon DIGIC image processor, we could demonstrate that all digital is not the same. Since the launch of the campaign, Canon has more than exceeded its objectives.

Brand: Canon
Client: Canon USA, Inc.
Agency: DCA Advertising
Language: English

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