This category will honor those efforts that successfully communicate to teens or young adults.
Born for Hugs 2017
For 3 years in a row Huggies leads the emotional communication, delivering the main brand values. More than that: they carry the charity mission, drawing the attention of the society on the children deprived of mother`s hugs and providing help for them. In 3 years Huggies Elite Soft outran the leader in the segment in the main criteria (brand awareness, market share, trial purchase).
Client: Kimberly-Clark Ukraine
Agency: ISD Group
Language: English, Ukrainian
Run Like Hell
Teenagers like doing risky things. The adolescent brain seeks new experiences, underestimates consequences, and feels rewarded by taking risks its a natural part of development from childhood to adulthood. But it also leads some teens to try a cigarette, even though they know smoking is bad for them. So we went beyond simply telling them about the dangers of cigarettes, and instead gave them a visceral, negative experience linked to cigarettes: an experience that feels risky in place of a behavior that actually is risky.
Brand: FDA Center for Tobacco Products The Real Cost
Client: FDA, Center for Tobacco Products
Agency: FCB New York