Leisure & Lifestyle

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

1997 GOLD

Hallmark Brand Insistence

Hallmark's Brand Insistence Campaign has succeeded in making Heavy greeting cards buyers more sensitive to the Brand of greeting cards they buy--turining what was becoming a commodity category into a "Brand concious" one. The campaign is also showing evidence of revitalizing Hallmark's business in market. The success to date has resulted in plans to continue the campaign in 1997, expanding the efforts to include four Brand Insistence promotions and innovative new media vehicles.

Brand: Hallmark
Client: Hallmark Cards, Inc.
Agency: Leo Burnett USA
Language: English

1997 SILVER

End Of Apology

In a declining mountain bike marketplace, Schwinn was able to overcome negative brand equity and increase both unit volume and average unit price. By legitimizing its high end mountain bike products among influential enthusiasts, the company was able to significantly outpace the category and more than double its intial aggressive sales goals.

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

1997 BRONZE

Now It's Canon

The "Now It's Canon" campaign for the Canon EOS System has been succesfulin positioning Canon as the new leader in 35mm photograhy. The campaign has influenced all camera purchasers, in general, in their positive perception of Canon and has resulted in significant volume growth for all Camera Division products.

Brand: Canon
Client: Canon USA, Inc.
Agency: Grey New York
Language: English

FINALISTS

Go RVing Bring Back Wildhood

ouigo Ouigo let"s go !

Olympique de Marseille Om à la folie