Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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2023 GOLD
FALLAR ES DE VALIENTES
Bajo el statement “Fallar es de Valientes”, Doritos levanta la bandera de la valentía, celebrando a todos los jóvenes Gen Z que se animan a ir por lo que desean, sin miedo a los retos y difiultades del camino, pues al final fallar les dejará experiencias, auto descubrimiento, diversión y mucho aprendizaje.
Brand:
Doritos
Client:
Pepsico Foods
Agency:
ISLA
Language:
Spanish
2023 SILVER
Love Your Gut
‘Love Your Gut’ by Dutchie Yoghurt proved to drive a bigger purpose on the most overlooked health, the Gut Health, admist the rising trend of functional food. The campaign strategically makes the matter easy to digest by ‘metaphor-ing’ how we take care of Gut to the familiar behavior of e-commerce… a delivery that never arrives. In the end, a new health agenda of ‘loving your gut before anything’ was formed, with outstanding results of surpassing KPI by 56% and closing the gap by turning from an irrelevant flavorful snack to functional food.
Brand:
Dutchie
Client:
Dutch Mill
Agency:
Ogilvy Bangkok
Language:
2023 SILVER
The Not Hot Periodwear
Always, a leading personal care brand globally and in KSA, was grappling with newer, cooler competitors. To launch its Cool & Dry pad with a cooling top-sheet, Always tapped into the unbearable experience of women’s periods during the scorching Saudi Summers. Introducing: The Not Hot Periodwear collection. Always transformed a product launch into the debut of the world’s first-ever designer Periodwear. It bypassed taboos, resonating with young Saudi women. In turn, Always earned significant media value, boosting its brand health, purchase intent, and sales.
Brand:
P&G Always
Client:
P&G Dubai
Agency:
Publicis Groupe - Leo Burnett Middle East
Language:
English
FINALISTS
Sprite
Heat Happens - Don't lose to Heat
Google
Me Being Me, and Google Gets Me
Mastercard
Unknown Legend
