Household Supplies & Services

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

2023 SILVER

Tide x Marvel

While entertainment partnerships run the risk of borrowed interest and weak brand attribution, Tide successfully centered itself in the Marvel universe by tapping into fandom behaviors for the release of the Dr. Strange sequel. Fans were predicting film cameos and loved spotting Easter eggs within Marvel content. Tide entered both conversations to create an experience that engaged millennials while making Tide top of mind.

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

2023 BRONZE

Changing the Way Australia Builds

For 30 years James Hardie attempted to disrupt the residential building and construction sector with ‘fibre cement’, an alternative product to traditional brick materials. All to no avail. It was only after we broke the unspoken rules of the category itself that we achieved our original purpose. Transforming a B2B brand that formerly addressed a male dominated builder audience, into a B2C brand that empowers female homeowners - the true visionaries and decision-drivers when it comes to building a home.

Brand: James Hardie
Client: James Hardie Australia
Agency: Ogilvy Sydney
Language:

2023 BRONZE

Reseeding Our Appreciation for Nature

In a category increasingly driven by gadgets and gizmos, Air Wick managed to connect meaningfully by making people care about their home planet as much as they care about the ambiance inside their homes. We gave them a way to reverse the loss of 33Million acres of wildflower habitats that inspire the scents they love. This drove 117% YoY growth for Air Wick, and allowed the brand to claim the #1 share in captives. All the while helping America re-seed 130MM square feet of disappearing wildflower habitats.

Brand: Air Wick
Client: Reckitt
Agency: Havas New York
Language: English

FINALISTS

Scotts Scott for Scotts

Ariel See Equal #ShareTheLoad

GIG - Emlaq Gigantic Stain