Renaissance

This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of more than one year and a period of at least six months of upturn sales.

2024 GOLD

Brand

For female youth, Tinder had come to represent one thing. Hookups. It was too narrow, too transactional, and had Gen-Z women leaving Tinder in droves. We found Gen-Z were open to one-night stands, but needed the hope that it could lead to more. The It Starts With a Swipe campaign flipped Tinders narrative. Using a combination of humor, a bold visual identity, to acknowledge and reframe Tinder’s negative perceptions into hopefulness.  This new positioning instantly returned the company to positive growth, and Tinder overtook Hinge in brand preference.

Brand: Tinder
Client: Tinder
Agency: Mischief @ No Fixed Address
Language: English

2024 SILVER

Crowning a New King: Our Customer

Burger King was at a crossroads. Brand awareness was high, but relevance had eroded over time, resulting in decreased sales. “You Rule” was the answer: a modern translation of “Have it Your Way” declaring the customer as true royalty at Burger King. The campaign gave purpose to our products and experience, giving guests and their families a well-deserved lift in their busy day.  Coinciding with the launch of the “You Rule” campaign, the brand saw system-wide sales growth, YoY from October 2022 - September 2023.

Brand: Burger King
Client: Burger King
Agency: OKRP
Language: English

2024 BRONZE

Come & Say G'day

This paper shows the appliance of marketing science to create an unashamedly populist campaign that worked its paws off in your backyard (as well as across the globe.) We hit ‘category entry points’, aimed for fame and introduced distinctive assets to brand the campaign up the wazoo - from the get-go. Our little roo bounced gleefully over several, sizeable hurdles: Australia’s late arrival to the border-opening party, long-haul leeriness and drop-in-the-ocean share of voice. Result: we’ve gone from bucket list to must-have passport stamp in the blink of an eye.

Brand: Tourism Australia
Client: Tourism Australia
Agency: M&C Saatchi
Language: English

FINALISTS

INFINITI The Shift from Value to Valuable

Dancow Mother's Love is Perfect

GETNET by SANTANDER EL CLIENTE SIEMPRE TIENE LA RAZÓN