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