This is an award for rebirth campaigns. To enter your brand must have experienced a downturn of more than one year and a period of at least six months of upturn sales.
Let's create a new IBM
For decades, IBM wore the moniker “Big Blue” as a badge of honor, but now, it was holding them back. Big Blue was now seen as a behemoth of a bygone era in tech. In order to reinvigorate 110-year-old IBM, we created an inviting, participatory brand platform. We helped IBM connect to tech decision makers unlike anyone else in the category. We improved perception metrics, drove radical reappraisal, and our efforts helped IBM post 3 consecutive quarters of growth for the first time in years.
Agency: Ogilvy (USA)
Magic when the lights go out. How a fundamental shift in marketing strategy brought back to life a global attractions business, post-pandemic.
At the beginning of 2022, Merlin were faced with an existential threat.
Two years of either closure or limited trading had not only put us in a financial hole, but had changed our competitive set from other ‘big days out’ to ‘anything outside of the house’.
Faced with this new context, we took the tried and tested Merlin marketing playbook and totally re-wrote it. By fundamentally re-thinking our marketing philosophy, we were able not only to recover, but to re-imagine ourselves and our role.
The lights didn’t just stay on, they burned brighter than ever before.
Brand: Merlin Entertainments
Client: Merlin Entertainments
Agency: Creature London
Coors Light Made to Chill
Coors Light needed to drive sales in a declining light beer category where young drinkers often opted for spirits, beer, wine and weed. This young generation lives in an always-on world. Made to Chill showed them that Coors Light is more than just a light beer; it’s what you reach for when you want to chill. The campaign helped recruit a new cohort of drinkers, countering downward sales trends with a jump from -5.4% to -1.0%, and ended 2019 with a higher share of the premium lights segment.
Brand: Coors Light
Client: Molson Coors
Agency: Leo Burnett Chicago