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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Amstel - O Hacker do Carnaval

Amstel arrived in Brazil less than 2 years ago and decided to make its debut during Carnival, a time of the year that had already been dominated by leading brands. From the sambódromo and TV coverage, to the patronage of street carnivals, everything already had owner.
To gain knowledge during the most important time of the year and with an infinitely smaller budget, Amstel needed to be brave.
 
Show yourself, but without sponsorship.
 
We wanted to show big, but with less money.
 
We wanted to show superior, but without the authorized sale in the streets.
 
The idea was basically to hack the system.
 
To show us as present, we designed a visibility strategy for Amstel. If you were there at the time, you would agree with that statement.
 
We covered the most strategic points of Carnival with OOH in São Paulo and Rio de Janeiro. In addition, we were the first beer brand to advertise on the São Paulo subway.
 
To show us as great, we were the first brand to launch the 2017 Carnival campaign on TV.
 
And to show us as superior, we built small islands of brand experience in the midst of the Sao Paulo Street Carnival, “Casas Amstel,” an extension of the street, where everybody was welcome and offered a special service: special parties, musical attractions, wi-fi, cell phone charger, clean toilets, freebies and, of course, cold beer.
 
If you did not know Amstel then, now you know.
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Amstel chegou ao Brasil há menos de 2 anos e decidiu fazer sua aparição durante o Carnaval. Uma época do ano que já havia sido dominada pelas principais marcas. Desde o sambódromo e cobertura de TV, até o patrocínio dos carnavais de rua, tudo já tinha dono. 
Para ganhar conhecimento durante a época mais importante do ano e com um investimento infinitamente menor, a Amstel, precisou ser corajosa. 
Se mostrar presente, mas sem patrocínio.
Se mostrar grande, mas com menos dinheiro.
Se mostrar superior, mas sem a venda autorizada nas ruas.
A ideia foi basicamente hackear o sistema.
Para nos mostrar presentes, arquitetamos uma estratégia de visibilidade para Amstel. Se você estivesse por aqui na época, concordaria com essa afirmação. 
Cobrimos os pontos mais estratégicos do Carnaval com OOH em São Paulo e Rio de Janeiro. Além disso, fomos a primeira marca de cerveja a anunciar no metrô de São Paulo.
Para nos mostrar grandes, fomos a primeira marca a lançar a campanha de Carnaval 2017 na TV.
E para nos mostrar superiores, construímos pequenas ilhas de brand experience no meio do Carnaval de rua de São Paulo, as Casas Amstel, uma extensão da rua, onde todo mundo era bem- vindo e que oferecia um serviço diferenciado: festas espe-ciais, atrações musicais, wi-fi, carregador de celular, banheiros limpos, brindes e, claro, cerveja gelada.
Se você ainda não conhecia direito Amstel, agora conhece.


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