Carpe Diem - Products
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or product in a bright spotlight and creating immediate and measurable impact.
Oh Henry! 4:25
In 2017, millennial Canadians were only driving 7.7% of all Oh Henry! sales. To improve share among millennials, the brand decided to create a new, limited edition variant to relieve a specific hunger popular among the target, the munchies (cannabis induced hunger). The creation of Oh Henry! 4:25 achieved a 0.4 pt lift in household penetration among millennials, an expedited return to 2016 levels all while avoiding cannibalization of Oh Henry!. Additionally, the campaign generated 69 million earned media impressions and improved all measured brand health metrics.
Brand: Oh Henry! 4:25
Client: The Hershey Company Canada
KFC TV Shopping
KFC reinvented TV Shopping and for the first time in brand history live-streamed its own “TV Shopping” on VK.com page. We changed the communication around the Anniversary Basket as a product: now it’s not an iron bucket that we buy with our favorite fried chicken, but also an independent product - a stylish accessory, a fashionable gadget and what not. And the entire stock of baskets was sold out in two days, instead of two months!
Client: YUM! Restaurants International Russia CIS / KFC
Agency: RODNYA Creative PR Studio
Jane Walker: Walking Towards Gender Equality in America
As a brand that believes progress is possible and beneficial for all, Johnnie Walker felt it had a responsibility to support those forging the future of America. In 2018, women were the ones shaping a better tomorrow for our country. We bravely seized Women’s History Month by introducing Jane Walker to celebrate the achievements of women, the men supporting them, and their shared journey towards gender equality. In doing so, we ignited a cultural conversation with 1.5 billion earned impressions in the first week.
Brand: Johnnie Walker
Client: Diageo North America