Household Supplies & Services
Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services.
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2021 BRONZE
The Water Promise
In the dishwashing category in the GCC where all brands focus on product RTBs, Finish took a distinct anti-category approach challenging water waste. Through purpose-led communication it inspired people to preserve the region’s rarest gift -water- by adopting a dishwasher instead of hand-washing. As more people were inspired to purchase a dishwasher, more water was preserved. And since the average dishwasher lasts 10 years, it will support Finish, the market leader, for years to come and save billions of liters of water every year.
Brand:
Finish
Client:
Reckitt Benckiser
Agency:
Havas Middle East
Language:
English
2021 BRONZE
In a Nutshell, Tornado
Overtaking a global giant coming from the East to steal its throne, ElAraby retaliated by overnight switching focus to locally produced brand, Tornado. Reflecting its name, the smaller brand took the market by storm as it unexpectedly marked its territory, rising to the top of the consideration list, ready to fight off the toughest of competition.
Brand:
El Araby
Client:
El Araby
Agency:
BBDO Worldwide
Language:
English
2021 BRONZE
Clean Jersey Swap
With an economic recession looming, Tide Hygienic Clean was the most successful Tide PODS innovation launch ever. When the NFL banned jersey swaps, people were devastated. Yet another symbol of normalcy taken by 2020, Tide saw an opportunity for its new premium detergent to be the hero that saves this cherished tradition. Tide created the Clean Jersey Swap: identifying swaps, washing jerseys in the new product, and showcasing all of it in a way that allowed people to participate. Sales grew 22% and 1-in-3 Americans recalled Tide Hygienic Clean.
Brand:
Tide
Client:
Procter & Gamble
Agency:
Saatchi & Saatchi New York
Language:
English
FINALISTS
Scotts
Scott for Scotts
Ariel
See Equal #ShareTheLoad
GIG - Emlaq
Gigantic Stain
