Communication efforts eligible for this award must be for a single brand idea running across multiple countries.
"Breathe Happy" Global Campaign
Febreze / Ambi Pur needed to create a single global campaign idea to support the business across 17 countries with different cultures, languages and attitudes towards air care. Due to the acquisition of Ambi Pur this was made more challenging by the need to accommodate two different brands. The discovery of a universal human insight based on how people's senses help them judge their environment allowed the idea to transcend boundaries and appeal globally. Furthermore, this single global idea was then bought to life to make it feel locally relevant.
Brand: Febreze / Ambi Pur
Client: Procter & Gamble
Agency: GREY Worldwide
By fusing a paradigm changing consumer insight with a revolutionary product attribute, we were able to produce results that clichs are made of: Challenging and winning against a dominant market leader across the globe despite being saddled with the baggage of being a poor man's brand.
Client: Unilever Asia Private Limited
Agency: Lowe Lintas and Partners
You're Not You When You're Hungry
Snickers is the world's biggest chocolate bar, and in many of its markets the most loved. But this success has been built upon individual markets developing their own marketing materials, each with its own positioning and tonality. Through exploring the dynamics of the male pack, we harnessed a simple, yet enduring insight that united some 43 markets across all five regions. The resulting "You're Not You When You're Hungry" campaign has not only driven sales growth across the world; it has given Snickers a place in popular culture once more.
Client: Mars, Inc.
Agency: AMV BBDO