Household Supplies & Services

Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services.

2018 GOLD

Daughter-in-law's instant charm: Battle of the Queens

The relationship between In-laws is a tricky subject in the Chinese culture. As families gather together during Chinese New Year for their annual reunion meal, it’s also the time for our TA (married women) to really impress their mothers-in-law. The campaign is in the format of an ancient Chinese palace drama. Its storyline centres around the mother/daughter-in-law relationship and the product benefits. Within 3 days of launching the video, it became the top trending video on YouTube, created a lot of buzz, and also helped Sujai increased the sales of the Viva kitchen towel range by 35%.

Brand: Sujai Viva
Client: Kimberly-Clark Taiwan
Agency: J. Walter Thompson
Language: English, Mandarin

2018 SILVER

Foodies

Había una necesidad puntual de mostrar el diseño de toda la línea de productos, ya que al ser una marca histórica necesitaba exponer sus novedades e innovaciones, mostrándose contemporánea y actual.Y los productos en sí mismos comunican bien este mensaje por eso la decisión de que sean protagonistas de la campaña.El desafío era generar empatía con otros segmentos etáreos y de género, espejando lo que sucede hoy en las cocinas, donde la mujer dejó de ser protagonista. Hoy existe una tendencia foodie que se ve reflejada sobre todo en las redes sociales, nos sentimos orgullosos de lo que preparamos y comemos exponiéndolo públicamente.La manera de ilustrar este insight fue a través una sinfonía Foodie, una oda a la cocina y al disfrute que genera cocinar.Los resultados superaron las expectativas generando recordación y preferencia en segmentos etáreos jóvenes, ayudando a rejuvenecer la marca y permeando en también en el público masculino.

Brand: Atma
Client: Newsan
Agency: La Niña
Language: Spanish

2018 SILVER

Strong Brands Take Stands

As a challenger brand being outspent 48:1 by the category leader, Brawny® needed to find an impactful way to reconnect consumers to the brand. During Women’s History Month, The Brawny Man® stepped aside to celebrate women's strength. By leveraging a culturally relevant idea and limited edition packaging, the Brawny® Strength Has No Gender™ campaign achieved an incremental $13MM in media value driving a 40.6% sales lift with participating Walmart stores and set the stage for a national conversation around breaking gender stereotypes.

Brand: Brawny®
Client: Georgia-Pacific
Agency: Cutwater
Language: English

FINALISTS

Scotts Scott for Scotts

Ariel See Equal #ShareTheLoad

GIG - Emlaq Gigantic Stain