Renaissance

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.

2014 GOLD

Car Creation

You trawl through your competitors product disclosure statements and discover that many dont insure drivers for parts that are covered as standard in NRMA Insurances policy. From this you devise an incredibly risky idea to build a working car out of all the parts that other insurers dont cover. 12 weeks later youve got a working car built from scratch using over 30,000 individual parts and, an ecstatic client whose campaign delivered 3.3m enquires, an ROI of 129%; all the while dropping cost per call by 255%.

Brand: NRMA Insurance
Client: Insurance Australia Group
Agency: Whybin\TBWA
Language: English

2014 SILVER

Making low Prices Irresistible

This is the story of how one of Australia's biggest and oldest retailers re-invented itself and despite one of the countries deepest retail recessions returned the first profit in over a decade and became one of Australia's most talked about brands. Over 2011 to 2013 'OK' has been an organising idea that has helped transform customers and staffs perceptions of Kmart from a 'struggling' discount department store to a lively, contemporary shopping experience that all Australians are proud to shop at for quality products and amazing value for money.

Brand: Kmart
Client: Kmart
Agency: Belgiovane Williams Mackay
Language: English

2013 GOLD

The Great American Try-On

Depend wasn't resonating with boomers and was losing share to Private Label. The category hadn't experienced true innovation in years. Depend was finally bringing breakthrough products to market, but at a 50% price premium, consumers didn't believe it was "like real underwear." That was until they tried it first-hand. Thus, "The Great American Try On was born. As a category changing idea, this campaign asked all of America to try the new Depend and experience the difference. The idea garnered 1 billion media impressions in one month and sales reached a 3-year high.

Brand: Depend
Client: Kimberly-Clark Corporation
Agency: Ogilvy & Mather
Language: English

FINALISTS

Dancow Mother's Love is Perfect

GETNET by SANTANDER EL CLIENTE SIEMPRE TIENE LA RAZÓN

YMCA Find Your Y