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 and set of competitors.

2024 BRONZE

Righting the Wrongs

Mike’s Amazing became the fastest growing grocery brand in the tri-state area and eclipsed the growth of the leading category giants. As THE definition of a challenger brand: small, new, scrappy, but extremely hungry, for its first consumer marketing campaign ever, the brand came out swinging, with huge ambitions. Their challenge: take on some of America’s most iconic and established brands in food, by tapping into the opinionated nature of its New York audience in a unique way for the category.

Brand: Mike’s Amazing
Client: Mike’s Amazing
Agency: Havas New York
Language: English

2023 GOLD

FYS: menos azúcar y menos marketing

Desde 2019, FYS no existía para las personas en las góndolas. Frente al "marketing" gigante de Coca-Cola y Guaraná Antarctica, no era notada.  En un giro estratégico, FYS decidió abandonar las tácticas tradicionales de marketing de la categoría, reírse de sí y asumir su desventaja ante los gigantes. Contra todas las expectativas y con mucho menos presupuesto que la competencia, FYS conquistó la atención y un crecimiento desproporcionados comparados con su tamaño, demostrando que menos puede ser más.

Brand: FYS
Client: FYS
Agency: AlmapBBDO
Language: Spanish

2023 GOLD

The Hidden Room Collection

Challenge: There’s a disparity around the condition of domestic househelps’ living spaces and HomeBox had the opportunity to uplift those conditions. Insight: Of the favourite spaces that both homeowners and domestic househelps spoke out, one room remained hidden: The domestic househelps’ rooms. Idea: THE HIDDEN ROOM COLLECTION: A new collection enabling homeowners to make domestic househelps’ rooms into places that felt like home. Implementation: The world’s first furniture collection to elevate living conditions, promoted via an integrated strategy. Effectiveness: Uplifted living conditions of househelps, driving positive media value and sentiments.

Brand: HomeBox
Client: Home Box
Agency: Publicis Groupe - Leo Burnett Middle East (United Arab Emirates)
Language: English

FINALISTS

Patelco Credit Union Making the Switch: Patelco's Data-Driven Brand Campaign

Time Internet Time Disrupts With Kabel Besar

Guardian Insurance No lo dejes a la suerte, déjalo con Guardian