This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of more than one year and a period of at least six months of upturn sales.



We fell, we stood up

Is it possible to restore brand yearly growth which declined 4 times faster than market (last 3 years), still 1,5 time more expensive than competitors without a simple and clear functional advantage? Yes! If you improve the category’s rules of communication in a disruptive way. Magne B6 talks about stress without drama but suggests smiles, leading not only to funny emojis and positive comments on the Internet, but to 15% sales increase. This success was so exceeded that factory stopped to deal with production of necessary volume for Russian market.

Brand: Magne B6
Client: Sanofi
Agency: Leo Burnett Moscow
Language: English, Russian

KFC Brand Turnaround

In competing for Singaporeans’ share of attention and stomach, KFC was outgunned by McDonald’s in terms of media spend, share of voice and store count. With nothing else to turn to, we leveraged the power of brand and created a distinct attitude for KFC that gave people permission to unapologetically indulge in fast-food. All of KFC communications were transformed to come with an extra serving of attitude that captured the KFC brand, reversing yearly sales decline and increasing market share for the first time since 2015.

Brand: Kentucky Fried Chicken
Client: Kentucky Fried Chicken Management Pte. Ltd.
Agency: Ogilvy Singapore
Language: English

Shattering Perceptions

Chevrolet has over 100 years of history, but the last few have not been kind. Sales, share and brand health were all in decline, a slump that accelerated in 2008. It seemed a case of familiarity breeding contempt: people thought they knew everything there was to know, much of it negative, so many of them found Chevy irrelevant. We had to find a way to reverse the slide, and discovered that surprise could work in our favor to shatter the negative perceptions. 

Brand: Chevrolet
Client: Chevrolet
Agency: Commonwealth//McCann
Language: English

2020_us_2020_e-4717-132_hero_4 Extra Gum Unwrapping A 6-Year Growth Story
2020_us_2020_e-4920-045_hero_1 The University of Minnesota Taking Discovery to the Next Degree
2020_us_2020_e-5581-109_hero_1 OREO Igniting Growth in a 110 year Old Cookie Brand

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