Communication efforts eligible for this award must be for a single brand idea running across multiple countries.
Garments Without Guilt
This campaign exemplifies the fact that building a global brand that delivers on the business strategy is not about having big dollar marketing budgets. The agency and Sri Lanka's apparel industry initiated a worldwide people-based movement using the Internet as the primary medium to promote its Ethical Manufacturing & Sourcing positioning among top decision makers of some of the world's choicest fashion and retail apparel brands. In just over a year's time, the movement has found global voice and center stage.
Brand: Sri Lanka Apparel
Client: Sri Lanka Apparel
Agency: Grey Global Group - Colombo
Keeping Skin Amazing
This is the exceptional story of a total brand turnaround on a global scale. Of a tired relic of a skin care brand who had faced a 30-year share decline becoming the fastest growing brand in the category and experiencing double digit growth by repositioning itself as the skin authority, who understands and respects the wonder and complexity of skin. In a category obsessed with look and feel, Vaseline focused on skin's amazingness and engaged and provoked consumers to join us in our quest to "Keep Skin Amazing."
Dove launched its Pro-Age Campaign with two missions in mind: Spark worldwide debate by challenging the idea that you have to be young to be beautiful and move products off the fiercely competitive anti-aging shelf. In less than a year after its launch, the Campaign has succeeded in broadening society's definition of beauty by putting Dove's Pro-Age point of view on the cultural radar and making its product line a force to be reckoned with in the category.
Agency: Ogilvy & Mather