Carpe Diem - Services

This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or service in a bright spotlight and creating immediate and measurable impact.

2019 SILVER

YOTA ad in the entry for Effie

How can a small mobile carrier increase subscriber base if the entire audience has been already divided between four giant competitors with vastly superior media resources? YOTA decided to make a bold move - to redefine traditional approach to advertising instead of trying to dress up their product. In absurdly straightforward deadpan campaign, the brand hasn’t said anything to the consumer except the only important thing: what they see is a YOTA ad. The effect was overwhelming: highest sales record of the last 1.5 years, highest-ever rate of spontaneous brand awareness, discussion on the internet, and unprecedented amount of UGC.

Brand: YOTA
Client: Skartel LLC
Agency: Friends Moscow
Language: English, Russian

2019 SILVER

FCK we're sorry - turning a moment of crisis into an opportunity for positive brand fame

This paper is about seizing a moment in time, that could have marked the beginning of the end for KFC. In the midst of the worst crisis facing the business in recent years, KFC took a brave step, running a bold and meticulously crafted tactical advertisement that turned the tide of public opinion. Widely hailed as a brilliant move, it created global buzz, reaching 800 million people, shared 220 million times, raised key brand metrics that translated into penetration and sales recovery by the end of the year.

Brand: KFC
Client: KFC UK&I
Agency: Mother London
Language: English

2019 SILVER

IHOb

To outgrow a shrinking category, IHOP needed to think beyond the pancake by launching new burgers. To convince an indifferent world, we needed to prove that we took our burgers as seriously as our pancakes. So we did the most serious thing possible. We changed our name to IHOb. The simple flip of a P to a b started a world-wide guessing game. Upon revealing b = burgers, we ignited a viral phenomenon that sparked cultural debate, skyrocketed burger sales, and rekindled America's love for IHOP.

Brand: IHOP
Client: IHOP
Agency: Droga5
Language: English

FINALISTS

SAP Open Letter

Ally Financial It's Payback Time

The Dry July Foundation The Reclaiming of Dry July