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.

FILTER BY:

PROGRAM

Looks Like You Need to Let It Out

Tourism was one of the industries most impacted by the COVID-19 pandemic. But even with all of the uncertainty around travel, countries like Iceland that have an economy heavily reliant on tourism could not afford to stay quiet. Iceland needed to make itself top of mind and “top of the list” for potential travelers. And it needed to do so while being outspent 8-to-1 by competitors. So we developed a noisy campaign that generated outsized PR coverage and captured the cultural zeitgeist at a fraction of the budget typically used.


Brand: Business Iceland
Client: Business Iceland
Agency: SS+K
Language: English

Read Between the Lies

Big Tobacco spends an eye-popping amount of money on marketing to communities of color – perpetuating a racist cycle of disease and addiction. truth, by comparison, spends a fraction. We had to make a little truth go a long way to establish Big Tobacco as a clear and present danger. So we provided a platform for the Black community to confront Big Tobacco’s racism face-to-face. The result: young people saw Big Tobacco as racist, causing 61% of them to report they’d be less likely to smoke or vape.


Brand: truth
Client: Truth Initiative
Agency: 72andSunny Los Angeles
Language: English

As Far As We Go

With Islam seen by many as a divisive religion in the world, it’s a world of “us” vs. “them” even during Ramadan - a month of unity and togetherness,  Muslims celebrate Ramadan. The world doesn’t. Even those celebrating don’t feel the same magic anymore.  Almosafer, a travel platform from Saudi Arabia, reignited the lost magic of Ramadan in the region, by giving Ramadan a new face - that of a child.  And through the child’s story, Almosafer took Ramadan's spirit to the world, encouraging inclusivity, openness and connecting through travel.


Brand: Almosafer
Client: Almosafer
Agency: FP7 Dubai
Language: English

2021_us_2021_e-6088-337_hero_1 Sheba Anything for Sheba
2021_us_2021_e-6242-601_hero_1 Sunoco Fuel Your Best
2021_us_2021_e-6424-465_hero_1 Raos MAKE EVERY DAY DELICIOUS
Close

Filter by:
+ Add More Filters

To browse winners in this category from previous years