Communication efforts eligible for this award must be for a single brand idea running across multiple countries.
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
IBM SmarterCities Program
For the first time in history, 50% of the global population lives in cities. And as a result, cities are becoming major centers of investment and innovation. While this is a major business opportunity for IBM, there are many challenges to overcome. How do you educate and explain something enormous but largely invisible: our healthcare system, education, even the transportation system? The solution was a modern educational program aimed to elevate the practice of city leadership, the role of IBM within it, and the value it creates for citizens.
Client: IBM Corporation
Agency: Ogilvy & Mather