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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Come As You Are

The Chemistry.com ad has triggered an avalanche of responses from consumers, including daily emails from activists, customers, and ex-eHarmony employees applauding our campaign, sharing their dissatisfaction with eHarmony's practices, and sometimes their rejected stories.


Brand: Chemistry.com
Client: Chemistry.com
Agency: Hanft Raboy and Partners

Schell's Dark. A Beer Facing Extinction

Despite its rich Minnesotan heritage, The August Schell Brewery was nearing extinction at bars in the Twin Cities. Often perceived as your father's beer, the brewery was being outspent by the macro-brewswhose million-dollar budgets helped them hoard bar tap lines. The big challenge was to establish a larger presence in a crowded market and stake the beer's rightful claim as a cool, iconic local beer - on a microbudget. With a unique concert-series promotion and new branding campaign, tap line penetration increased by 500% and sales are up by 30%.


Brand: Schell's Dark Beer
Client: August Schell Brewing Co.
Agency: Colle+McVoy

Tobu

Bridgestone Golf wasn't going to beat the likes of Titleist or Nike with the conventional weapons of TV dollars and print ads; at best they would be outspent in that war 50 to 1. It was important to be viral, to be a part of the golf lexicon. Bridgestone changed the golf language by using the Japanese word Tobu (roughly translated, 'to fly far with emotion'). By standing out above its competitors, the Tobu campaign produced record sales and the attention Bridgestone was hoping for.


Brand: Bridgestone
Client: Bridgestone Golf, Inc.
Agency: JWT Atlanta

2018_uk_2018_e-236-857_hero_1 Aldi UK Aldi vs. Goliath (and his three brothers)
2018_na_2018_e-3406-933_hero_1 Noosa noosa tastes like: how noosa grew against the yogurt goliaths
2018_ec_2018_35_hero_1 Crema Dental Polar Bocas de verdad
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