Multicultural - Products
Any effort for a product whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g. African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.
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2024 SILVER
Day One
Once the preferred option for reliability and value among Asian Americans, Toyota grapples with evolving consumer preferences and heightened competition. In a strategic brand transformation, Toyota transcended its traditional car brand identity, emerging as an advocate for Asian Americans. Empowering them through a storytelling campaign has forged deep emotional connections. The outcome: a revitalized brand narrative, evident in a significant +14% surge in consideration and purchase intention. This underscores the impact of authentic consumer connections, affirming Toyota's strategic adaptation to address changing consumer needs and uphold its market leadership.
Brand:
Toyota
Client:
Toyota Motors North America
Agency:
Intertrend Communications
Language:
English
2024 BRONZE
American Family Insurance “Life’s Better” Campaign
American Family Insurance is a challenger brand who had to capture younger multicultural audiences to grow. They strategically leveraged their ownable asset–their logo–to punch above their weight, create an emotional connection and stand out in a category full of critters and flashy humor. Outspent 10:1 by their largest competitors, they worked to outsmart–not outspend–by creating consistent, repeatable and contextually relevant activations that positioned their roofline as a striking symbol of dream protection. The result: they over-delivered on their goals of awareness, differentiation, and new business production with their target.
Brand:
American Family Insurance
Client:
American Family Insurance
Agency:
Elite Media
Language:
English
2023 GOLD
The Black Elevation Map
In early 2022, as travel finally started to open back up, niche travel brand Black & Abroad was eager to re-ignite the conversation about Black travel and yearned for a follow-up to their globally recognized “Go Back to Africa” campaign with something equally as provocative. Enter The Black Elevation Map: an immersive digital experience that takes 330,000,000+ points of cultural data, such as Black population data, historical markers, Black-owned businesses, and social media activity, and visualizes it as points of interest on a dynamic, searchable elevation map of the US.
Brand:
Black & Abroad
Client:
Black & Abroad
Agency:
Performance Art
Language:
English
FINALISTS
Kleenex®
Tissue Sessions for Change
Mucinex
Our Community Needs You Well
Miller Lite
Es Jose Time
