Household Supplies & Services

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

2008 GOLD

Let It Out

KLEENEX, an 80-year-old icon in decline, was reinvigorated by a campaign that made it not just newly relevant but loved. The Let It Out campaign is based on a simple but powerful thought: the role of KLEENEX tissues is not control (of inconvenient emotions and emissions) but it's there to encourage, inspire and facilitate release, helping people feel better. The campaign has resulted in share increases, after many years of decline, and has created greater emotional engagement, and given KLEENEX a more contemporary image.

Brand: Kleenex
Client: Kimberly-Clark
Agency: JWT
Language: English

2007 GOLD

Brawny Academy

Paper towels and Hollywood? Conventional thinking would have you believe that the two simply don't mix - especially in a low-involvement and highly commoditized category such as paper towels. But challenging existing category conventions and engaging consumers on a deeper level is exactly what Brawny and Fallon set out to do with Brawny Academy, an online reality series created to help women by helping their men become better, more proactive, more compassionate husbands.

Brand: Brawny
Client: Georgia Pacific
Agency: Fallon Worldwide
Language: English

2007 SILVER

Knows Fabric Best

After 5 years without a campaign and with the brand facing increasing competition and a consumer value issue, Tide needed to take action to become more relevant in the hearts and minds of women. To achieve our business objectives we elevated the category by breaking away from laundry-based conventions. We showed women that Tide makes a difference in something they truly care about - the clothes/fabrics that touch their lives. The Knows fabrics best campaign is based around insights about women and their fabrics. The campaign introduced a new modern design for the brand and launched in TV, print, interactive and cause related efforts.

Brand: Tide
Client: Procter & Gamble
Agency: Saatchi & Saatchi
Language: English

FINALISTS

Scotts Scott for Scotts

Ariel See Equal #ShareTheLoad

GIG - Emlaq Gigantic Stain