Leisure & Lifestyle

Recreational, sporting, and camping goods/services and other items/services intended for leisure activity.

1999 SILVER

Twisted

In the Fat Shaft Irons, Wilson had a great new product that could get them back into the golf club business. But how could we get this product considered when Wilson had lost virtually all credibility with golfers? By educating golfers to the Fat Shaft's point of difference-a 35% wider shaft-we were able to position every other iron in the market as fatally flawed. This approach halted years of sales declines and increased Wilson iron sales by 135%

Brand: Wilson Fat Shaft Irons
Client: Wilson Sporting Goods Co.
Agency: DDB Chicago
Language: English

1999 BRONZE

Disaster Averted

In a declining category, Scwinn was able to break entrenched, negative brand perceptions, establish credibility, and regain a comparable share position versus Trek for the first time since the mountain bike boom of the 80's

Brand: Schwinn
Client: Schwinn Cycling and Fitness, Inc.
Agency: Carmichael Lynch
Language: English

1998 GOLD

Courage For Your Head

For decades Bell Helmets thrived on selling its bicycle helmets solely through local specialty bike shops. But as states passed new legislation requiring kids to wear helmets, the need for less-expensive, basic helmets grew. And with the explosion of bicycle business in mass merchants like Kmart and Wal-Mart, local bicycle retailers found it difficult to compete. In light of these changes, Bell hired Goodby, Silverstein & Partners to take Bell to the mass market, at a premium price, without losing sales and distribution in its traditional stronghold.

Brand: Bell
Client: Bell Sports
Agency: Goodby, Silverstein & Partners
Language: English

FINALISTS

EPIC The Irish Emigration Museum How EPIC set the record straight on who the Irish really are.

The National Lottery A campaign so successful, it had to be pulled

The National Lottery How The National Lottery started dreaming big again