Fitness & Wellness
Unregulated products/services focused on consumer health and/or promoting a healthy lifestyle.
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2022 SILVER
The First Rule Is Play
This is the story of how Decathlon became the most loved, visited and purchased-from sports brand in Singapore, in 2021. “The first rule is play”, its first ever brand campaign, helped it to leapfrog sports’ two biggest players in mental availability even in a year when they were supposed to completely dominate attention with their elite sponsored athletes at the Olympics and Euros. In so doing, it drove sales growth exceeding theirs. Impossible, as they say, is nothing – Decathlon just did it.
Brand:
Decathlon
Client:
Decathlon Singapore
Agency:
Ogilvy Singapore Pte Ltd
Language:
English
2020 BRONZE
Brain Better
To launch into a category rife with skepticism and dominated by one brand, Neuriva leveraged a universal insight that humanized brain performance and made supplementation something for everyone—not just those with memory issues. We realized it’s only when our brain wows us—for good or for bad—that we connect emotionally with it. Our campaign brought this to life through a series of brain fails and victories that connected with a new, younger, engaged consumer—putting us on a path to overtaking our competition within 4 months of launch.
Brand:
Neuriva
Client:
RB Health
Agency:
McCann Health New York
Language:
English
2020 BRONZE
Connections Build Us
How do you get people to give cards in a world that’s leaving them behind? You connect this dying consumer behavior to a thriving one: wellness. Research shows that ultimately, it's relationships that keep us happy, healthy, and whole. The key to the $4T wellness trend is not within us, but between us. By demonstrating how cards build the relationships that make us well, American Greetings’ “Connections Build Us” platform repositioned card-giving as a strategy for wellness, driving consumer relevance, purchase intent, and incremental distribution worth $150M in annual revenue.
Brand:
American Greetings
Client:
American Greetings
Agency:
MullenLowe U.S.
Language:
English
FINALISTS
Peloton
Get What You Give
Blackmores
How Blackmores enjoyed personal best results by getting Australians in the mood to move.
Sukin
Nothing but special
