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.



Everybody Wants a Little Bit of Luck

The New York Lottery needed to revive a steady decline of sales of the Take 5 game, one that had inconsistent support and a dated unappealing image. Furthermore, the game was positioned against more modern, technologically advanced and enticing competitors. The challenge was to convince people that luck was not only possible, it was probable because with Take 5 they had 1-in-9 odds to win. This was accomplished by creating a miniature little-bit-of-luck character, a ubiquitous mascot for winning. The result: over-delivery of sales and playership goals.

Brand: New York Lottery
Client: New York Lottery
Agency: DDB New York
Language: English

Straight From the Bog

The "Straight From the Bog" campaign turned around a long trusted American brand and brought them back to consumers' hearts and consumers' fridges. By connecting the brand in an emotional way and telling consumers about the powerful health benefits of the brand, the campaign managed to turn around a company that had seen declining sales for over 5 years. We did it with a fully integrated campaign that brought the bog to the consumers so they could discover the great taste, health and heritage of the cranberry.

Brand: Ocean Spray
Client: Ocean Spray Cranberries, Inc.
Agency: Arnold Worldwide
Language: English

Snack Strong Productions

How do you create marketing relevant to a generation of 16 -24 year olds? You ask them to create it with you. In 2007, to reverse declining sales & growth from years of inconsistent marketing that had failed to shift gears and stay relevant to their heaviest using consumers, Doritos created the 'Snack Strong Productions' campaign. Snack Strong Productions treated Doritos less like a chip company and more like an entertainment company, repositioning Doritos' core youth audience from 'snack eaters' to co-authors of the Doritos brand.

Brand: Doritos
Client: Frito-Lay, Inc.
Agency: Goodby, Silverstein & Partners
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

Filter by:
+ Add More Filters

To browse winners in this category from previous years