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.
Launch of the lip collection "L'Oreal Paris x Balmain"
Difficult economic situation and lack of breakthrough launches put L’Oreal Paris in a difficult position. In order to fix this the brand launches the limited edition lipstick collection “Color Riche x Balmain” developed in collaboration with famous French fashion house. The most part of collection was consisted of extravagant shades (blue, green, etc.) which was a challenge for Russian market with 70% of sales of flesh/pale pink lipsticks.In order to break conservatism of audience the brand developed campaign that gave women a courage to stand out from the crowd wearing the shades from “Color Riche x Balmain” collection.
Brand: L'Oreal Paris
Client: L'Oreal CJSC
Agency: McCann Moscow
How one word changed EOFYTHING
The EOFY period is a huge retail event, yet those who have the most to gain from EOFY shopping (business owners) were not maximising the opportunity presented to them.
Officeworks took on the challenge of getting more business owners to reap the rewards of tax time, knowing that, as a non-discounter, they couldn’t compete with the shouty promotional deals that dominated the period. They instead reframed the EOFY opportunity in a way that left no doubt about the benefit of shopping at Officeworks.
Agency: AJF GrowthOps was AJF Partnership
Olives, stuffed olives
How to tell about the brand in a new way, keeping it recognizable? How to outrun competitors, if your range is 10 times narrower? How to explain people that Bonduelle is not only corn and peas, but also olives?.. We took a strong insight, added brand cues to the experimental visual solution and served to the target audience at the height of the season. Following the campaign, Bonduelle became the most recognizable brand in “Olives” and entered the top 3 in the category. We turned the consumer consciousness, formed over decades, in 1 month. Did you grow into such efficiency?