Communication efforts eligible for this award must be for a single brand idea running across multiple countries.
Citi needed to build its brand effectively, consistently and globally. The universal truth that ___there's more to life than money__ appealed to a large segment of consumers regardless of nationality or demographic. Coming from a bank, this message was unexpected, leading to advertising that easily crossed borders, built a stronger brand connection with consumers and ultimately grew the business in every country in which it was executed.
Client: Citigroup Inc.
Agency: Fallon Worldwide
407 Launch - Let's talk about cars again
In order to make car lovers proud again, the strategy was to reactivate the fundamental values of the automobile by making 407 the standard-bearer of an automobile revival. The idea is based on the proposition of returning to traditional values of the car and reverse the outlook of the market. The creative concept was "Playtime is over": In a world where cars look like multicolored toys, great fun and entertaining, you prefer a real car - the new Peugeot 407.
Agency: Euro RSCG Worldwide
By 2004, digital music was a global phenomenon, changing music culture and music-listening behavior across the world. But global adoption was hindered by distinct problems, according to specific obstacles in each region. Apple needed to create one campaign that would address each country's distinct needs while speaking directly to consumers on a market-to-market basis and creating one unified momentum for the Apple brand and its music products. To date, Apple has sold 5.9 million iPods and 150 million songs.
Client: Apple Inc.
Agency: TBWA\Chiat\Day Los Angeles