This category will honor those efforts that effectively capitalized on a season, holiday or cultural event to drive results for their business.
Share in the true spirit of Ramadan
Whilst most avoid the potential backlash of culturally-insensitive advertising during Ramadan, McDonald’s simply couldn’t. Not when it repeatedly impacts our bottom-line. Instead of fighting a month of self-restraint with food-romance, we crafted a gripping narrative. This Ramadan, McDonald’s became the vehicle for all to share in the spirit of the holy month. Featuring the “Happy Sharing Box”, we showed how a simple act of sharing elevates Ramadan from being about connections amongst Muslims to connections amongst Singaporeans. And in sharing we too received: 11.5% increased sales, 20% increase on McDelivery.
Brand: McDonald's Singapore
Client: Hanbaobao Pte Ltd
Agency: DDB Group Singapore
Time to Grow. Time to Speak.
How to grow if you're a leader of a stagnating category? How to grow during FIFA World cup if you're neither its sponsor, nor linked with football? We knew Russians would do literally anything for their foreign guests. Even if it requires speaking English. Orbit launched “Time to speak” campaign and inspired Russians to speak English “from ze haart”. It was Time to Shine for the country! The results exceeded expectations: Orbit sales +16,5%/+16,8% (value/volume); category sales +5,7%/+17,3% (value/volume).
Client: Mars LLC
Agency: BBDO Moscow
What It Takes To Protect
Lysol had been sidelined. Considered too harsh for everyday use, it was losing relevance with moms – even during Cold & Flu season. But by showing moms that Lysol’s strength was matched only by their own, we increased sales, significantly outpacing the category, and became Cold & Flu season heroes once again.
Client: Reckitt Benckiser
Agency: McCann New York