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.
The Wiener War
How does a smaller chain like Checkers & Rally's take on a big brand like Burger King and hijack their multi-million dollar hot dog launch? Well, sometimes all it takes is a print ad, a hashtag, and some clever innuendo to insult their...manhood. We forced them to compare wieners, inciting a Wiener War using our fanbase as our loyal soldiers, ultimately earning millions in earned media and doubling hot dogs in the process.
- Brand: Checkers & Rally's
- Client: Checkers & Rally's
- Agency: Fitzgerald & Co
The power of a content-led approach and seven Icelandic Guðmundurs. With a budget of only $2.1m, Iceland created a radically new type of tourism campaign using Responsive Content rather than traditional communications to rapidly change the attitudes and behaviours of tourists, adding $44.7m to the economy with a ROI of 21.3:1. "Iceland invites you to send your questions to #AskGudmundur. I gather that Iceland has a lot of folks called Guðmundur and they'll answer." President Barack Obama
- Brand: Inspired By Iceland
- Client: Promote Iceland
- Agency: The Brooklyn Brothers
A Beardly Awesome New Product Launch and Program
This is a story of a little gummy brand with some seriously big cojones. At risk of losing distribution in C-stores, Trolli had to outsmart the gummiliaths by cracking the code on marketing's most elusive target - Millennials and teens. We had a killer idea: align Trolli's "Weirdly Awesome" brand platform with the weirdest player in the NBA to create a unique gummy product. We launched a fully integrated omnichannel program that created a tremendous sales lift over the previous year, became a retail channel darling and a Snapchat marquee case study at Cannes.
- Brand: Trolli
- Client: Ferrara Candy Company
- Agency: Periscope