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.
Shaking up the category and winning
Hungry Jack's is a David in a category full of Goliaths. Outspent and outnumbered by global titans - McDonald's, KFC, and Subway - we were tasked with finding a new way to encourage people to walk past the competition and into our stores. We did this with the Hungry Jack's Shake & Win App: an industry first and entirely new revenue driver. This case demonstrates how we embraced digital technology and changing shopper habits in order to deliver a stunning amount of sales and traffic for Hungry Jacks.
Brand: Hungry Jack's
Client: Hungry Jack's
Agency: Clemenger BBDO
Cultivate A Better World
Chipotle is known for its burritos, but few know that Chipotle has radically changed fast food: from cooking food fresh daily, to building a supply chain of 7,000+ farmers, to sourcing more localproduce and sustainably raised meat than anyone, anywhere. Believing that the more people know about Chipotle, the more they will become passionate and loyal customers, Chipotle asked us to tell this story. The result was a content drivenmarketing platform, "Cultivate a Better World," designed to emotionally engage customers in Chipotle's journey to create a sustainable future.
Agency: CAA Marketing
Mezamashii Run Project
Mizuno had just 7% brand favorability, a running shoe that felt hard and stiff on the sales floor and 1% of the industrys ad spend to work with. But they knew that runners logging more than 20 miles a week would prefer Mizuno shoes if they could just TRY them instead of merely TRY THEM ON. When a word-of-mouth campaign called The Mezamashii Run Project put shoes on running feet, both favorability and store sales increased. And a sustainable community of fans who are now wear-testing Mizuno products was born.