Communication efforts eligible for this award must be for a single brand idea running across multiple countries.
Don't Go There, Live There.
In just 8 shortyears, Airbnb has redefined the concept of travel accommodations. As global competition mounted, Airbnb needed to bring that disruptive soul to the masses, including its first real foray into China. With global aspirations on a not-so-globalbudget, Airbnb created a single message that would resonate across wildly different cultures and disrupt the conventions of the industry. This single, universal message challenged millions of people to reimagine travel, resulting in the most dramatic business results in Airbnbs history; an average globalincrease of 13% awareness and 7% consideration.
- Brand: Airbnb
- Client: Airbnb Inc.
- Agency: TBWA\Chiat\Day Los Angeles
Help a child reach 5
Lifebuoy, the health soap brand owned by Unilever, created a social movement Help a Child Reach 5 (HACR5), to save children's lives by building awareness and changing hand washingbehaviourwith soap. Our unifying idea, was built and communicated, and its impact magnified through the recruitment of external partners to maximize our endeavors. Our strategy marks a new paradigm for a FMCG branded programme, now co-run with social and government organisations, which is a win-win-win for the public health sector, the private sector and the most vulnerable populations of the world.
- Brand: Lifebuoy
- Client: Unilever
- Agency: MullenLowe Group Singapore
Feed the good
PEDIGREE needed to unite markets worldwide under one big idea, simplifying category complexity and protecting it from a battle around functionality or price. Feed the good is based on a simple yet universal insight: dogs make us better people. The work taps into poignant societal and personal themes, the way dogs affect people for the better, and how PEDIGREE helps to feed their good nature. Across six markets where Feed the good has launched, we are seeing an average of 7% increase in sales three months post-launch versus year ago.
- Brand: Pedigree
- Client: Mars Petcare Global
- Agency: BBDO New York