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.
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?
The Blank Page
The Chicago Sun-Times was struggling to stay afloat due to steep declines in print journalism and structural changes. To survive, the paper needed to launch a new digital subscription, asking readers to pay for what was once free. To send a wake-up call to readers, they left their most valuable piece of real-estate – the front page – blank, asking Chicago to subscribe before it was too late. This bold appeal worked, not only making headlines across the country, but increasing digital subscriptions by 161% in just the first week.
Brand: Chicago Sun-Times
Client: Chicago Sun-Times
In order to get Gen Z to connect with an off the radar brand in a declining category, we designed the Sugar-Crisp Spout - a totally new way to let youth, and more specifically gamers, eat Sugar-Crisp. This resulted in a 15% increase in sales within the first month of the giveaway period. Key to our success was creating a handsfree device that would unlock a delicious stream of Sugar-Crisp straight from the box to their mouth.
Client: Post Foods Canada
Agency: Ogilvy & Mather