Communication efforts eligible for this award must be for a single brand idea running across multiple countries.
iPod was being touted as the device that would change the way we listen to music, yet the average consumer still assumed it was merely for celebrities or tech heads. Our objective was to create a campaign that celebrated the iconic status of iPod, but simultaneously invited all music lovers to the party. Ultimately opening up the brand to Mac and Windows users through a universal insight: iPod equaled freedom to listen to, move to and enjoy music in a new way. The campaign has found remarkable success. Today iPod is the universal icon of digital music and Apple has sold over 2 million iPods and counting.
Client: Apple Inc.
The New Z.
How to consolidate and define Nissan, a car brand that has had an up-and-down history? Use an aspirational, global tagline that speaks clearly to the audience and an iconic car that represents the pinnacle of the brand. This not only generated brand enthusiasm and clarity but translated into dramatic sales gains and loyalty for the entire line of vehicles.
Client: Nissan North America
Know the Feeling
By redefining the Portable Breath Freshener category, Listerine answered a global consumer need for on-the-go Oral Care. "Know the Feeling" successfully touted the germ-killing heritage of Listerine and the unique product form. Within a year of launch, global sales exceeded goal by over 80%.
Brand: Listerine PocketPaks / Actives / Portables
Client: Pfizer Inc.