Communication efforts eligible for this award must be for a single brand idea running across multiple countries.
Drop A Jeans Size Challenge
Facing diverse market challenges, the Special K "Drop a Jean Size" 2-Week Challenge has entered the Kellogg Hall of Fame by rallying hundreds of thousands of women across 15 nations of the world to eat 2 bowls of Special K a day for 2 weeks and resolve to squeeze back into their favourite denims. The result, a brand whose relevance has grown beyond summer and the breakfast occasion and whose global net sales have almost doubled over the past 4 years to $1.5bn.
Brand: Kellogg's Special K
Client: The Kellogg Company
Canon expected much when it launched its digital Single-Lens-Reflex (SLR) camera, the EOS 350D in 2005: double volume sales and defend its market share against Nikon. For that Canon had to change the mass market's perception that SLR cameras are large, complicated and only for photo-buffs. The EOS 350D and cayenne's 'It's Playtime' campaign succeeded beyond expectations: Canon raised the appeal of digital SLR photography by 47%, grew its sales in the entry-segment by 135%, its market share by 9ppt - while Nikon's share declined by 12 ppt.
Brand: Canon EOS 350D Digital SLR Camera
Client: Canon Europe
Agency: cayenne communications BV
Philadelphia - A Little Taste of Heaven
The Philadelphia Heavenly Angel campaign has been running in a number of countries for several years. It has embodied the 'Best of Global, Best of Local' philosophy, by providing a powerful and distinctive global brand platform, with the flexibility to be tailored to local cultural and marketing requirements. Here the challenge was to improve on Heaven, and reinvigorate the campaign to take it forward into the 21st century. The new look Heaven, with young, dynamic angels, has succeeded in meeting the objective of giving new impetus to the Philadelphia brand - whether delivering growth in a very mature market, adding volume through new usage opportunities, or launching a completely new line to generate incremental sales. Heaven just got a little better.
Brand: Kraft Philadelphia
Client: Kraft Foods, Inc.