David vs. Goliath

This is an award for smaller, new or emerging brands making inroads against big, established leaders; taking on "sleeping giants;" or moving into a new product/service field beyond their current category and set of competitors.



Beam Suntory’s most successful launch ever

From summer ale to seltzer, “innovation” in the drinks industry usually just means jumping on the latest bandwagon. But not in the case of -196. This isn’t just the story of a new product, but a distinctive new brand that turned category convention on its head and turned Aussies onto an obscure shochu drink that was “big in Japan”, but unknown here. In one year, ‘Extreme Japanese Spirit’ helped -196 overtake ‘White Claw’, becoming the no.3 Light RTD with an ROI of $4.75: Beam Suntory Australia’s most successful launch ever.

Brand: -196.0
Client: Beam Suntory
Agency: The Monkeys Sydney

The baby bank that grew.

ING faced a challenge: 80% of their customer base held savings products, which were increasingly less beneficial to the customer and less profitable to the bank. How could the bank find new, sustainable growth, in a category where Aussies loathe, or at best, are apathetic to their banks? ING trusted the value of brand power and herein lied their solution. They relaunched their brand, and with this, their core business offering, increasing new customer value by 75% and increasing our NPS to 6x the category average.

Brand: ING
Client: ING Australia
Agency: Ogilvy Sydney

A Movie that Made From Us

A film, 8 minutes long, of Thailand long-established local chicken restaurant” sounds unsuccessful to win new generation’s engagement over global modern QSR brands. But Five Stars’ “A Movie that made from Us” exceeded baseline engagement by 59% with +74% key SKU sales growth, marking a reversal from historically slowing growth, especially among new generations. Under aggressive competition of Chicken QSRs in Thailand, Five Star’s first-ever user generated film succeeded in reconnecting to new generation, serving their dream of resolving ‘generation gap’ tension, and reaching its brand purpose of ‘Chicken that Connects Generations’.

Brand: Five Star Chicken
Client: CPF Restaurant and Food Chain
Agency: BBDO Bangkok

2023_ap_2023_ss-dg004_hero_1 Time Internet Time Disrupts With Kabel Besar
2021_us_2021_e-6088-337_hero_1 Sheba Anything for Sheba
2021_us_2021_e-6242-601_hero_1 Sunoco Fuel Your Best

Filter by:
+ Add More Filters

To browse winners in this category from previous years