2015 Winners

Grand   /   Gold   /   Silver   /   Bronze   

Honda-Australia
Honda Odyssey - Be Our Best Critic
Automotive
Honda Australia
Leo Burnett (Melbourne)

Case Summary
Launching the All-New Honda Odyssey to the Australian market, with quarter of the usual budget was no small task. Declining consumer trust in the brand and aggressive sales targets stacked the odds against us. The breakthrough insight that the best car advice doesn't come from experts, but from people just like me, led to the creation of a new breed of car critic. Honest reviews from real drivers brought greater credibility, earning rapid trust amongst weary audiences. Sales targets were smashed and trust in the brand rocketed to record heights.

Karicare
Made With Love In

Food
Nutricia
Y&R NZ (Auckland)

Case Summary
On 2nd August 2013, Karicare was severely affected by the worst food safety scare in New Zealand history. Sales plummeted overnight, falling from category leading 80% share of market to negative share. Despite being just a false alarm, the damage lingered for Karicare with sales plateauing at just half of pre-crisis levels. This is the story of how we rebuilt trust for the brand with the mass New Zealand public and specifically with mums who were affected by the crisis, and how we regained market leadership despite all odds.

New-Zealand-Transport-Agency
Mistakes

Government / Institutional
New Zealand Transport Agency
Clemenger BBDO (Wellington)

Case Summary
Most speeders believe they're skilled enough to drive over the limit. And that it's everyone else who's the problem. Instead of resisting that belief, we launched a campaign that supported it. And it had an unprecedented effect. The world shared it. Countries asked to use it. TED Talks chose it as one of 10 Ads worth Spreading in 2014.

First-Aid-Courses
Break the Barrier

Healthcare
St John Ambulance Western Australia
The Brand Agency (Perth)

Case Summary
St John Ambulance Western Australia needed to stimulate first aid course bookings. The problem was that people often don't realise the significance of knowing first aid until they need to act in an emergency. With ambitious targets of a 20% increase in bookings and revenue of $2m, St John created a confronting campaign to show how not knowing first aid can be the barrier to saving a life. By demonstrating how helpless this can make you feel, St John achieved a 34% increase in bookings and exceeded the revenue target.

Abdominal-muscle-exerciser
Wonder Core
Healthcare
Oak Lawn Marketing
Hakuhodo (Tokyo)

Case Summary
The Wonder Core ab exerciser's USP was defined as "just fall on your butt for an ab workout," and the campaign focused relentlessly on that message. A lead-with-buzz communication strategy was adopted, which involved using not only TV commercials but also buzz to get people searching on the Web and buying. A new approach to direct marketing of fitness equipment was thus developed, one not dependent on infomercials.

Google-Search
Google Reunion
IT /Telco
Google India
Ogilvy & Mather (Mumbai)

Case Summary
Google=Online Search Category. But the number of searches was not commensurate to the growth in internet users in India. The reason: Indians accessed internet on the go (mobile-phones) and felt Google search was a directory of links to other websites and did not provide direct answers to the sort of information they sought most often e.g. movie/airline schedules, cricket scores, restaurants, etc. Our challenge was to change the perception of Google Search from being just a point of research information to become an ally for utilitarian searches. Result: Google Reunion.

Google-India-Pvt.-Ltd
#PledgeToVote
IT /Telco
Google India
Ogilvy & Mather (Mumbai)

Case Summary
Google believes in the magical power of technology to solve problems. Through local initiatives and partnerships Google becomes a part of the cultural fabric of countries it operates in. With a low voter turnout expected in the 2014 Indian General elections, Google took upon itself the responsibility to inspire the youth to believe in the power of democracy. Our hunt for an inspiring story took us to Kalpa, where the first believer in democracy resided. Independent India's first voter became our call for #PledgeToVote.

Hell-Pizza
Rabbit Billboard
David vs Goliath
Hell Pizza
Barnes, Catmur & Friends (Auckland)

Case Summary
On a bright Easter morning, Hell Pizza and their agency gathered to watch their new Wild Rabbit billboard being installed. We also noticed motorists slowing to take pictures. That's because it's not everyday you see a billboard made up of the skins of 650 dead rabbits. Word spread faster than myxomatosis. In two days it travelled from downtown Auckland to make headlines globally, becoming one of the year's most controversial campaigns. After just two weeks we were forced to withdraw the pizza from sale. Because we had sold out.

Kan-Khajura-Station
From 'Dark' to Connectivity
Asia Pacific Brands
Unilever India
Lowe & Partners Worldwide (Mumbai)

Case Summary
The overall objective for Unilever, was to educate consumers who lived in media dark geographies about their brands. With no electricity for 8-10 hours every day, this couldn't be done using traditional media like TV and Radio. Kan Khajura Tesan was an answer to address this problem. By transforming their rudimentary mobile phones, we were able to give them something they didn't have- THE KAN KHAJURA TESAN- A 15 minute free, on-demand, entertainment channel that worked with just a missed call.

SoHo
Bring Down The King
Brand Experience
SKY Television New Zealand
DDB (Auckland)

Case Summary
The Game of Thrones Season 4 premiere promised to be the year's most anticipated TV moment. It was the ultimate opportunity for SKY to promote their premium channel SoHo. We created an experience that got millions of voices from New Zealand and around the world to bring down a statue of King Joffrey in Auckland. This campaign delivered significant subscriber growth for SKY's SoHo as by the end, every Kiwi knew what they would miss out on if they didn't sign up to watch Game of Thrones.

KIT-KAT
KIT KAT AS A TRAIN TICKET
GoodWorks - Brand
Alex Villela
JWT Japan (Tokyo)

Case Summary
KIT KAT believes that for any brand to do well, it must also do good.Since the 2011 Tsunami, KIT KAT has been involved in the rebuilding of the affected area. However, three years have passed and the nation's support has dwindled. This is a campaign to re-ignite the nation's helping spirit to support the recovery by turning the KIT KAT chocolate bar into a way to express their support to the affected region – a small act of kindness for a big difference.

The-Akanksha-Foundation
Message Barter
GoodWorks – Non Profit
The Akanksha Foundation
Ogilvy & Mather (Mumbai)

Case Summary
Akanksha, an education-based NGO never attracted good quantity or quality of teacher applications and while mass appeal was needed, like any NGO we simply didn't have the money. We decided to use Celebrities and Twitter to reach out to the huge celebrity fan following. A simple insight about kids led us to a campaign that celebrities loved to tweet about and people loved to re-tweet – reaching approximately 18.15 million followers at ZERO media and celebrity cost, a 587.5% increase in teacher applications and 3 metals at Cannes Lions 2014.

Happylife-Welfare-Org
SHARE MY DABBA
GoodWorks – Non Profit
Happylife Welfare Org.
McCann Worldgroup (Delhi)

Case Summary
Everyday 200 thousand street children in the city of Mumbai go hungry. 2 starve to death.How do you solve a problem so big? With a little sticker.Share my Dabba tries to end hunger by simply adding a sticker to an existing food network–The Dabbawalahs of Mumbai. The Result: The project got picked up by the Human Resource Minister of India and millions more talking on social media.Thousands of hungry children have been fed. And the cost of feeding a child? A mere fourth of a CENT.

Pedigree-Adoption-Drive
Share For Dogs
Media Innovation
Mars Pedigree
Colenso BBDO (Auckland)

Case Summary
Like most charities, the PEDIGREE ADOPTION DRIVE is seeing the impact of 'slacktivism': the trend toward people engaging with charities in the social space but no longer doing the things that have real world impact (such as donating!) Rather than try to change this behaviour, we found a way to harness it, use it to our advantage. We created 'Sharity' - a world first initiative that turned YouTube content into a fundraising mechanic. Just by watching and sharing our video, users were helping raise money for dogs in need.

Kan-Khajura-Station
From 'Dark' to Connectivity
New Product or Service
Unilever India
Lowe & Partners Worldwide (Mumbai)

Case Summary
The overall objective for Unilever, was to educate consumers who lived in media dark geographies about their brands. With no electricity for 8-10 hours every day, this couldn't be done using traditional media like TV and Radio. Kan Khajura Tesan was an answer to address this problem. By transforming their rudimentary mobile phones, we were able to give them something they didn't have- THE KAN KHAJURA TESAN- A 15 minute free, on-demand, entertainment channel that worked with just a missed call.

Hell-Pizza
Rabbit Billboard
Small Budget-Products
Hell Pizza
Barnes, Catmur & Friends (Auckland)

Case Summary
On a bright Easter morning, Hell Pizza and their agency gathered to watch their new Wild Rabbit billboard being installed. We also noticed motorists slowing to take pictures. That's because it's not everyday you see a billboard made up of the skins of 650 dead rabbits. Word spread faster than myxomatosis. In two days it travelled from downtown Auckland to make headlines globally, becoming one of the year's most controversial campaigns. After just two weeks we were forced to withdraw the pizza from sale. Because we had sold out.

Paw-Justice
A World without Animals
Small Budget-Services
Paw Justice
DDB (Auckland)

Case Summary
In 2013 a new law was put forward to curb sales of psychoactive substances. Unfortunately, while this bill was trying to save people, it required party pill producers to test their products on animals. To animal rights activists Paw Justice this was unacceptable. On September 26, 2013 they stopped the internet in its tracks and got users to sign a petition to the government. Through the connected influence of animal lovers around the world we got the New Zealand government to change the law and make animal testing illegal.

VOLTAS-ACs
Humanizing Technology in India
Sustained Success
VOLTAS
Soho Square Advertising & Marketing (Mumbai)

Case Summary
Voltas, an Indian heritage brand, faced the daunting challenge of combating multinational behemoths- LG and Samsung, who were ruling the airconditioner market. We were forced to play the technology card - an aspect associated strongly with MNCs. But we played it with a difference. We humanized the technology- gave it a face that was relevant to Indian cultural context. Within an year of the campaign, Voltas became the #1 airconditioner in India. And we continued to grow faster than the category for the next 3 years to consolidate our leadership

DrinkWise-Australia
Drinking, do it properly.
Youth Marketing
DrinkWise Australia
Clemenger BBDO (Melbourne)

Case Summary
Young Australian's are the highest risk group with alcohol. Their culture of 'excess' is seen as part of growing up. Many before had tried to disrupt this culture through fear and consequence, but the message wasn't getting through. With 'How To Drink Properly', DrinkWise convinced young Australian's that they can still drink and have a good time, but do so in a classy, sophisticated and more responsible way. This ground-breaking campaign successfully reframed moderation as an aspirational behaviour, and influenced 1/3 of those who saw it to drink less.

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