The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
A new media model to transform a brand that sucks
A brand that sucks finds sweet success - finding growth, brand relevance and an identity after years of stagnation - with a new model designed for the new age of communications.
- Brand: Jolly Rancher
- Client: The Hershey Company
- Agency: Anomaly
Baby care brands thrive on parent-to-parent recommendations. So, how do you break through when you're a British brand nobody in the U.S. has heard of? By telling parents-to-be all the overwhelming baby advice they receive is sh*t. To sell more baby bottles, Tommee Tippee made Advice Wipes from real, unfounded parenting advice. That put us on the map, increased sales, and made us a hero for parents who wanted to trust their intuition.
- Brand: Tommee Tippee
- Client: Mayborn Group
- Agency: McCann New York
Always launched the #LikeAGirl movement in 2014 with the objective of stopping the drop in confidence girls experience at puberty by taking on culturally relevant, but social damaging issues. This year, we took on the stereotypical depiction of girls in emojis. By only showing girls wearing pink and doing their nails, these emojis subtly reinforced societys prejudices towards girls. This campaign rallied girls to demand non-stereotypical emojis which resultedin over 40 new inspiring emojis.
- Brand: Always
- Client: Procter & Gamble
- Agency: Starcom