David vs. Goliath
This is an award for smaller, new or emerging brands making inroads against big, established leaders; taking on "sleeping giants;" or moving into a new product/service field beyond their current category adn set of competitors.
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2018 SILVER
2018 SILVER
2018 BRONZE
First Touch
In a category dominated by Goliaths pushing out the same, tired messages, gaining a foothold for newer entrants is especially difficult. Enter Tokio Marine: a relatively young upstart who gave consumers a new reason to take notice. How? By appealing to people’s emotions. By dramatising the ‘First Touch’ – that very first moment when a parent comes in contact with their newborn – Tokio Marine sought to awaken every parent’s protective instincts. These real-life stories truly hit home, with our campaign leading to a 126% increase in product sales.
Brand:
Tokio Marine
Client:
Tokio Marine Life Insurance Singapore
Agency:
Havas Singapore
FINALISTS
Aldi UK
Aldi vs. Goliath (and his three brothers)
Noosa
noosa tastes like: how noosa grew against the yogurt goliaths
Crema Dental Polar
Bocas de verdad
