Household Supplies & Services

Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services.

2018 SILVER

Foodies

Había una necesidad puntual de mostrar el diseño de toda la línea de productos, ya que al ser una marca histórica necesitaba exponer sus novedades e innovaciones, mostrándose contemporánea y actual.Y los productos en sí mismos comunican bien este mensaje por eso la decisión de que sean protagonistas de la campaña.El desafío era generar empatía con otros segmentos etáreos y de género, espejando lo que sucede hoy en las cocinas, donde la mujer dejó de ser protagonista. Hoy existe una tendencia foodie que se ve reflejada sobre todo en las redes sociales, nos sentimos orgullosos de lo que preparamos y comemos exponiéndolo públicamente.La manera de ilustrar este insight fue a través una sinfonía Foodie, una oda a la cocina y al disfrute que genera cocinar.Los resultados superaron las expectativas generando recordación y preferencia en segmentos etáreos jóvenes, ayudando a rejuvenecer la marca y permeando en también en el público masculino.

Brand: Atma
Client: Newsan
Agency: La Niña
Language: Spanish

2018 SILVER

Strong Brands Take Stands

As a challenger brand being outspent 48:1 by the category leader, Brawny® needed to find an impactful way to reconnect consumers to the brand. During Women’s History Month, The Brawny Man® stepped aside to celebrate women's strength. By leveraging a culturally relevant idea and limited edition packaging, the Brawny® Strength Has No Gender™ campaign achieved an incremental $13MM in media value driving a 40.6% sales lift with participating Walmart stores and set the stage for a national conversation around breaking gender stereotypes.

Brand: Brawny®
Client: Georgia-Pacific
Agency: Cutwater
Language: English

2018 SILVER

Change, Make Home and Family Better

The Taiwanese home decoration expenses were about 2.5% of annual family income, the lowest expenditure items from 2003 to 2013, because Taiwanese didn't realize the necessity of home decoration. We found that family relationships were important for Taiwanese, which made them willing to do anything for their family. Therefore IKEA encourage people to change home space for family. IKEA launched a long-term campaign focusing on different families and providing specific transformation programs for them. When people saw a better home, which also could solve problems, they’re interested in home decoration.

Brand: IKEA
Client: IKEA
Agency: Ogilvy Taiwan
Language: Mandarin

FINALISTS

TaskRabbit Task & You Shall Receive

Lemon Max Bar Lemon Max "Tu Mera Hero"

IKEA United Arab Emirates End The Family Drama