Retail

Open to all retail companies (online and/or brick & mortar) with general or specific merchandise.

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2017 GOLD

Freshness Gang

It has been years since a campaign had such an impact on consumers. And yet it was seemingly a simple loyalty program recruitment. We gave consumers a reason to distinguish us from competition: Gang Świeżaków – communication platform that turned boring fruits into a team of superheroes. Gang Świeżaków is not only about collecting madness among Poles, but also helping Moms to shape healthy eating habits in their families. Final result for Biedronka? Over 3,5 million of Poles using their Moja Biedronka cards.

Brand: Biedronka
Client: Jeronimo Martins Poland
Agency: MEC
Language: Polish

2017 GOLD

IKEA

At face value IKEA is a household name, popular within culture and with a long record of creative marketing. But in 2013 a different story was emerging. Sales growth had halved, penetration declined and IKEA was looking out of step. A new goal from IKEA global management created a real sense of urgency; stem the decline. Grow the business by 8% YoY to meet 2020 targets. The answer was a culturally resonant brand platform that went back to IKEA's founding purpose, delivered with creative excellence, which over the long term, didn't just meet the target, but beat it.

Brand: IKEA
Client: IKEA
Agency: Mother London
Language: English

2017 SILVER

The ALDI Christmas campaign that out-sold its' Effie winning predecessor

ALDI’s Perfect Aussie Christmas is a glorious cultural mirror to Australia’s franken-‐Christmas, where Northern and Southern Hemisphere rituals somehow make peace under sun-‐drenched mistletoe.

The campaign has been a key driver of ALDI’s growth over the last five years, and the 2015 campaign won two Silver Effies.

In 2016, we took the Perfect Aussie Christmas to the next level by introducing a family of American Christmas-‐evangelists who brought a little festive rivalry, and gave Australians a renewed pride in their own unique version of Christmas.

Australia: Meet the Tinkletons.

Brand: Aldi
Client: Aldi
Agency: BMF
Language: English