Winner 2023Brand & Media Owner Partnership BrandBirkenstockEntered by:The New York Times AdvertisingBirkenstock – “Ugly for a Reason”The Challenge In 2022, Birkenstock experienced record sales, partly attributed to the pandemic-induced lockdown and surge in popularity of "ugly" shoes. Despite high consumer awareness, the brand's true purpose wasn't being communicated or understood by consumers. Birkenstock faced a [...]
Highly Commended 2023Financial Services BrandPGIMEntered by:ReutersOutFrontCredited:Ptarmigan MediaThe Challenge How can asset managers capture attention, boost market leadership positioning and keep investors informed with topical trends during such volatile economic headwinds? As PGIM, the global asset management arm of Prudential Financial, we wanted to create a unique way for investors to think about and navigate the [...]
Winner 2023Automotive BrandVolkswagen ID BuzzEntered by:PHD and Scholz&FriendsID. Buzz – Feeling The Force Of A Perfect PartnershipThe Challenge You could probably draw a picture of the original Volkswagen T1 camper van from memory if we asked you to. It has a cherished place in global culture. But that reverence was a potential barrier to how [...]
Shortlisted 2023Travel & Tourism BrandTravel ManitobaEntered by:Travel ManitobaCanada’s Heart Is CallingCredited:UpHouse Inc.The Challenge As Travel Manitoba looked to recover from the devastating impacts of the pandemic in 2021, the organization knew its seven-year-old brand, Manitoba, Canada’s Heart…Beats, needed to evolve. That year, Travel Manitoba engaged Stormy Lake Consulting to assess the brand’s equity, determine how [...]
Winner 2023Travel & Tourism BrandCymru Wales (Welsh Government)Entered by:Orchard Media and EventsWales To The WorldCredited:iCrossing UKThe Challenge In November 2022, Cymru — the Welsh national football team — flew out to Qatar to compete in the FIFA World Cup finals. The first time in 64 years that our nation had participated in the world’s biggest [...]
Shortlisted 2023Travel & Tourism BrandAbu Dhabi TourismEntered by:BBC StoryWorksAbu Dhabi Unwrapped: A Sonic Travel GuideCredited:Fresh Air, Spark Foundry - METhe Challenge Abu Dhabi Tourism partnered with BBC StoryWorks to embark on an inspiring journey through the Abu Dhabi Unwrapped: A Sonic Travel Guide podcast campaign. The goal was to unveil the hidden treasures and cultural [...]
Shortlisted 2023Technology & Telecoms BrandSamsung Galaxy Z Flip 4Entered by:Starcom WorldwideSamsung Galaxy: Flipping Perceptions with StemDropCredited:TikTok, Universal Music Group, Syco The Challenge THE HARD REALITY: How to disrupt a default like Apple Finding new growth in smartphones is hard. People default to what they own or what they assume is the best. Winning young buyers [...]
Winner 2023Technology & Telecoms BrandDeutsche Telekom AGEntered by:Mindshare GmbH#WhatWeValue: Embracing Volunteerism With Gen ZCredited:emetriq GmbH, Publicis Sapient, Saatchi & Saatchi London, Proud Robinson & PartnersThe Challenge As telecommunication services become more competitive, Deutsche Telekom’s most imminent challenge as a brand is to stay relevant and top-of-mind among in-market audience. Among all age groups, Gen Z [...]
Shortlisted 2023Social Good BrandSamsungEntered by:Starcom WorldwidePutting Samsung Live Recommerce At The Heart Of World Environment DayCredited:Twitter, RGA, RazorfishWhy? Younger shoppers prefer to buy sustainable brands, and are willing to spend an extra 10% or more on sustainable products. Despite this, less than 20% of discarded TVs, computers, phones and other electronics are recycled. A big [...]
Shortlisted 2023Social Good BrandLeaps by BayerEntered by:BBC StoryWorksCrossing the LineWhy? Leaps by Bayer has social good at their heart. They invest in paradigm-shifting advances in the life sciences that could change the world for the better. Tackling a wide range of global challenges, from curing genetic diseases to developing next generation agriculture – they are [...]