Leisure & Lifestyle
Recreational, sporting, and camping goods/services and other items/services intended for leisure activity.
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PROGRAM
2001 BRONZE
Catch More and Bigger Fish
Faced with a declining fishing tackle category and aging customer base, Rapala exceeded sales and profit goals by a wide margin. Rapala also succeeded in further building brand awareness to stand out in a cluttered category.
Brand:
The Rapala Normark Group
Client:
The Rapala Normark Group, Inc.
Agency:
Carmichael Lynch
Language:
English
2000 GOLD
Yes, You'll Have No Bananas
To resurrect its ailing Staff Titanium Distance golf ball, Wilson needed to intrigue golfers enough so that they would again gladly pay a premium for a titanium ball. The answer was to position a new ball - the Straight Distance - as the "anti-slice" golf ball. The #1 problem facing most golfers is the slice, a.k.a. the dreaded "Banana Ball". And we clearly established the Straight Distance as the way to straighten out the banana.
Brand:
Wilson Staff Titanium Straight Distance
Client:
Wilson Sporting Goods Co.
Agency:
DDB Chicago
Language:
English
2000 SILVER
Max Campaign
Eastman Kodak faced a charge at one of their core businesses by the Fuji Film Corporation. They faced an issue of how to leverage years of brand equity in the face of a price war which threatened to commoditize the industry and change the way consumers' place value on film brands. A two tiered approach, leveraging the brand and the price aspect, not only successfully halted Fuji's encroachment, but was able to garner huge financial gains was the successful tactic.
Brand:
Kodak
Client:
Eastman Kodak
Agency:
Ogilvy & Mather
Language:
English
FINALISTS
Go RVing
Bring Back Wildhood
ouigo
Ouigo let"s go !
Olympique de Marseille
Om à la folie
