Communication efforts eligible for this award must be for a single brand idea running across multiple countries.
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.
Land of quattro
The Land of quattro campaign is a declaration of love to the world's most beautiful countries from the world's most noted all-wheel drive system: Audi's iconic quattro technology. Demonstrating that quattro has particularly been developed for any given country's unique profile, the campaign hit a nerve with our target audience. During the campaign, both sales and installation rates of quattro increased significantly, and Audi climbed to the top spot in terms of share of premium sales.
Brand: AUDI AG
Client: AUDI AG
Agency: thjnk AG