Global

Communication efforts eligible for this award must be for a single brand idea running across multiple countries.

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IBM SmarterCities Program

For the first time in history, 50% of the global population lives in cities. And as a result, cities are becoming major centers of investment and innovation. While this is a major business opportunity for IBM, there are many challenges to overcome. How do you educate and explain something enormous but largely invisible: our healthcare system, education, even the transportation system? The solution was a modern educational program aimed to elevate the practice of city leadership, the role of IBM within it, and the value it creates for citizens.


Brand: IBM
Client: IBM Corporation
Agency: Ogilvy & Mather

5 Gum: Stimulate Your Senses

In launching 5 we strove to break out of the functional constraints of the gum category and build a global brand that teens and young adults would recognize as a legitimate and relevant part of their lives; a brand they would be proud to be seen with and share. So we created 5 to be more than "just gum" by tapping into a universal explorer mindset and plunging consumers into a world of sensory experimentation. The result was a power brand capable of driving significant worldwide gum sales.


Brand: Wrigley: 5 Gum
Client: Wm. Wrigley Jr. Company
Agency: Energy BBDO

'Let's Build a Smarter Planet'

In 2008, IBM recognized a unique opportunity to provide new leadership where leadership was urgently needed. Specifically, to educate the world of the fact that the technology existed today - to make the systems of the world - energy, traffic, education, water - work better. Work SMARTER. IBM had the technology and know-how to build a Smarter Planet if we could just muster the will to build it. As a result: the Smarter Planet strategy has expanded IBM's market potential by as much as 40% globally, or $2.3 billion dollars.


Brand: IBM
Client: IBM Corporation
Agency: Ogilvy & Mather

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