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.

2023 SILVER

Beam Suntory’s most successful launch ever

From summer ale to seltzer, “innovation” in the drinks industry usually just means jumping on the latest bandwagon. But not in the case of -196. This isn’t just the story of a new product, but a distinctive new brand that turned category convention on its head and turned Aussies onto an obscure shochu drink that was “big in Japan”, but unknown here. In one year, ‘Extreme Japanese Spirit’ helped -196 overtake ‘White Claw’, becoming the no.3 Light RTD with an ROI of $4.75: Beam Suntory Australia’s most successful launch ever.

Brand: -196.0
Client: Beam Suntory
Agency: The Monkeys Sydney
Language:

2023 SILVER

Nosotros no escribimos esta Campaña.

Un gran grupo gremial lechero, no solo grande en marcas, sino en market share, líderes de categoría demandaron a la Foodtech Notco y su marca NotMilk por competencia desleal e inducir a error a los consumidores de leche.Frente a esto, nuestra idea fue copiar literalmente sus argumentos de la demanda y utilizarlos para describir los principales atributos de NotMilk y reiterar que NO SOMOS LECHE.Lo que no sólo nos trajo los resultados esperados, sino aumento en Market Share y Cientos de miles de dólares en Free Media.

Brand: NotCo
Client: NOT CO
Agency: MRM
Language: Spanish

2023 SILVER

Jazz Mosafir: Safar Without Suffering

Tourism industry in Pakistan has sky-rocketed in the last 5 years. However, the industry’s infrastructure is still in its adolescence with only international giants like Booking.com and Agoda, which have little to no understanding of the Pakistani market, on top of being operated remotely. This leaves a majority of domestic tourists to rely on the ever-changing rates and moods of local guides and hospitality workers. Mosafir was launched to bridge this gap and become Pakistan’s pocket travel guide - friendly and trustable personality in a sea of distrust and confusion.

Brand: Mosafir
Client: Jazz
Agency: Fishbowl (Pvt) Ltd
Language: English

FINALISTS

Qik Banco Digital Qikverso - Más fácil, posible

Qik Banco Digital Deja de hacerte cocote con Qik

Nurpur Nurpur Restage 2023-Breakfast Badlo