Communication efforts eligible for this award must be for a single brand idea running across multiple countries.
Microlax: Global campaign
How to make an unconventional drug format approachable in a highly sensitive, even intimate category? Microlax has great expertise! Despite consumers being predisposed to traditional oral formats, Microlax managed to win consumers minds and hearts, overcoming rectal format barrier. We developed communication platform that amplified brand's functional benefits as well as built emotional connection with sufferers with help of exquisite Brand World. The IMC that was locally developed by the Russian team, was rolled out across EMEA and helped achieve outstanding results, turning around consumers approach to treating constipation!
Client: Johnson and Johnson LLC
Agency: J. Walter Thompson Russia
Language: English, Russian
Through #LikeAGirl, Always successfully connected on an emotional level with its toughest audience: women, 16-24. These women were inspired to help stop the drop in confidence at puberty that girls experience, which they had experienced themselves not long ago. Always successfully galvanized not only women, but opened up what was formerly a women's-only category to include others to join its cause. The campaign encouraged society to change the meaning of the phrase "Like A Girl" from an insult to an empowering message telling girls to continue doing amazing things.
Client: Procter & Gamble
Agency: Leo Burnett Worldwide
Risk Everything Nike Global Football
The task was to steal market share from competitors while maintaining Nike's brand preference. By pushing against the idea of playing not to lose and celebrating risk taking football we created an entertainment experience that dominated the World Cup. Nike maintained its position as the number one favorite football brand in all our key markets and saw a positive swing in marketshare in its four key territories including a five percentage point swing in Western Europe, its key competitors home market.
Brand: Nike Football
Client: Nike, Inc.