This category will honor those efforts that successfully communicate to teens or young adults.
Don't Let Her Slip Between Your Fingers
Reinvigorate Close-Up by increasing interest of its main USP, fresh breath, positioning it as a form of personal hygiene and addressing men’s fear of rejection by arming them with confidence, using contextually relevant content.
Brand: Close Up
Client: Unilever Mashreq
Agency: Isobar MENA
Vkusomagiya, come true! An exceptional curd come true!
How to enter the market of dairy products for school children with healthy curds if children don’t like healthy food and competitors offer a great variety of products? To create something so surprising that a child not only agrees to eat it, but also wants to play with it. That’s how Vkusomagiya curds appeared: they consist of two layers that, mixed together by a child, create an unexpected third flavor. Did children like the curds? Even more than we expected: in 3 months we managed to get a 20% share of the segment and double the preference of the brand.
Brand: Chudo detki
Client: PepsiCo Holdings LLC
Agency: Rodnaya Rech
Language: English, Russian
Big Mac x Bacon Collaboration
We used the return of the Big Mac Bacon as an opportunity to make McDonald’s a more attractive brand to one of their most allusive audiences - Young Canadians. To attract these young trendsetters we created a collaboration between the Big Mac and Bacon, designing the entire campaign to look like an exclusive album drop.
Brand: McDonald's Restaurants of Canada Ltd.
Client: McDonald's Restaurants of Canada Limited