Home Furnishings & Appliances

Kitchen and laundry appliances, air conditioners, carpeting, furniture, decorator'€™s supplies, paint, and wallpaper.

1998 BRONZE

Make Something

The objective of this campaign was to reflect the re-positioning of Hamilton Beach as a "best" brand in the mass market channel of small kitchen electric appliances. The creative challenge was to overcome outdated or murky perceptions of the brand without jeopardizing its positive heritage. The advertising got consumers to think about Hamilton Beach again and in a new way, demonstrating that the brand was "with it and worth it".

Brand: Hamilton Beach
Client: Hamilton Beach /Proctor Silex
Agency: DDB Chicago
Language: English

1997 GOLD

The Wanderer

The goal for Black & Decker's SnakeLight flexible flashlight was no less than turning the category inside out creating a premium-priced segment in a commodity marketplace. But with the enormous appeal of "The Wanderer,"and a clearly superior product, sales targets weren't just met they were shattered resulting in vast product shortages. A previously stagnant-growth category than then saw a 25% increase in units an 50% increase in dollars sales, mostly on the strength of SnakeLight.

Brand: Snakelight Flexible Flashlight
Client: Black & Decker
Agency: McCann-Erickson New York
Language: English

1997 SILVER

The Way to Go

The goal was to launch a new concept in food transport. A problem/solution approach was taken to humourously dramatize real life situations consumers encountered when transporting food. Pyrex Portables was introduced as the easy way to transport hot/cold food without problems.

Brand: Pyrex Portables
Client: Corning Incorporated (Consumer Products Company)
Agency: D'Arcy Masius Benton & Bowles
Language: English

FINALISTS

iRobot iRobot OS – Situation Roomb

Ariel Ariel Kare Ga Possible

Ariel Ariel Blue Blue