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Sustained Success - Products

Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.

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Long-term brand building done proper

This case outlines how, by consistently depicting itself as the place ‘Where everything’s done proper’, Yorkshire Tea has been able to create continuous, sustained growth in a habitual, declining market.
This is a story of long-term brand building done proper, because working on the brand that does everything proper, how could we do any less?


Brand: Yorkshire Tea
Client: Bettys & Taylors
Agency: Lucky Generals
Language: English

Men Have Skin Too

Old Spice needed Black men to relate to our brand and trust our products. We identified the Fresher collection’s better-for-you ingredients and moisturizing benefits as the key to winning with them. We developed an idea so obvious that it broke through -- “Men Have Skin Too.” It turned the underachieving Fresher collection into Old Spice’s #1 performer with year-on year growth of 32%, 13% and 19% respectively. Grew $-share by 7% over a three-year period and lifted Old Spice’s equity rank among Black men from #4 to #2.


Brand: Old Spice
Client: Old Spice
Agency: Wieden + Kennedy (Portland)
Language: English

Transforming H&M’s business by placing search at the heart of the customer experience

WARNING: This isn’t your usual creative award submission. It isn’t a story of a single big creative idea and execution. There’s no memorable tagline here. No catchy jingle.
Instead this is a story about transformation - about change from the inside. About the power of data and consumer analytics, and how they were harnessed to completely transform a business: its culture, processes, operations, and approach to a channel. About putting quantifiable insight at the centre of everything to deliver huge revenue and unimaginable ROI, securing H&M’s place in digital commerce.
This is a story of Effectiveness in the digital age.


Brand: H&M
Client: H&M
Agency: Digitas
Language: English

2023_us_2023_e-8490-589_hero_1 CHIPOTLE Chipotle: Keeping it Real
2023_us_2023_e-8028-860_hero_1 Gillette Venus My Skin. My Way.
2021_uk_2021_e-613-581_hero_1 Boursin From the Christmas cheeseboard to the summer picnic blanket.
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