2017 Winners

Grand   /   Gold   /   Silver   /   Bronze   

Brewtroleum
Brewtroleum
Beverages Non-Alcohol
DB Breweries
Colenso BBDO

Case Summary
To promote DB Export, we gave Kiwi men a brilliant reason to drink more beer. Brewtroleum is a biofuel made from leftover brewing yeast. It cuts carbon emissions by 8%, meaning every time a man drank DB Export, he was helping to save the world. Suddenly every sip made a difference, every party was for the planet. We turned 58,000 tonnes of yeast slurry into 300,000 litres of biofuel – enough to supply 62 service stations around the country and to open our own flagship Brewtroleum station.

The Massive Hit
The Massive Hit
Beverages Non-Alcohol
Frucor Beverages (Australia)
Clemenger BBDO

Case Summary
This is the story of a ‘long idea’ that has rebuilt the foundations of V’s energy drink business and delivered increasing ROI, year-after-year. In 2013, the brand’s long-term future was in question, with preference, consideration and brand imagery declining against a backdrop of competition from an aspirational Red Bull and a price-cutting Mother. Our refreshingly honest, ‘The Massive Hit That Improves You A Bit' campaign has delivered a resurgence in these metrics. More importantly, it’s allowed us to raise our price and delivered unparalleled profitability as a result.

How Old Will You Be
How Old Will You Be?
Financial Products & Services
Bank of New Zealand
Colenso BBDO

Case Summary
The increasing size and length of mortgages mean New Zealanders will be paying off their loans well into old age. With its mission to help New Zealanders ‘be good with money’, BNZ wanted to do something about it. So, we showed real elderly New Zealanders still working to pay off their mortgages, driving people to shredmymortgage.co.nz, to see how they could get mortgage-free sooner. The results were beyond expectation: 50,000+ sessions on shredmymortgage.co.nz, 148% jump in home loan enquiries, 54% increase in brand positivity.

The Giant Demo of Strength
The Giant Demo of Strength
Other Products & Services
Ambuja Cements
Publicis Communications

Case Summary
This case study explains how a major Indian cement brand Ambuja Cement embarked on a journey to reclaim its dominance over the perception of “Strength”. To re-establish the core benefit of ‘Strength’, the brand went for an unconventional celebrity endorsement – wrestler The Great Khali, who symbolizes strength and put his house, made of Ambuja Cement, through a successful torture test conducted by the Giant Khali himself in the communication. The communication not only went VIRAL but also led to a phenomenal increase in sales and profits.

Backyard Burger King
Backyard Burger King
Restaurants
Burger King
Colenso BBDO

Case Summary
New Zealanders don’t believe Burger King cooks with flames. So we opened 55 new stores in backyards all over the country. To create Backyard Burger King we took a Burger King restaurant and put it in a box. Everything you needed to make a Whopper, except for one important ingredient: a flame. To open a Backyard Burger King all you needed was a BBQ. Over summer our customers’ homes became the Home of the Whopper, and proved to a nation that there’s only one way to get that flame-grilled taste.

The Bonds
The Boys
Retail
Pacific Brands
Clemenger BBDO

Case Summary
Australian blokes don’t care about their undies, let alone talk about them. And once the safe choice, BONDS, came under private label attack with a price gap you could not ignore. BONDS had to find a way to get undies back into collective guy’s agenda. But instead of trying to convince men their undies were better, they spoke to them about something they care about – their balls. The rest is history. And an unlikely pair of ‘talking testicles’ were on the nations lips.

Brewtroleum
Brewtroleum
Brand Experience - Products
DB Breweries
Colenso BBDO

Case Summary
To promote DB Export, we gave Kiwi men a brilliant reason to drink more beer. Brewtroleum is a biofuel made from leftover brewing yeast. It cuts carbon emissions by 8%, meaning every time a man drank DB Export, he was helping to save the world. Suddenly every sip made a difference, every party was for the planet. We turned 58,000 tonnes of yeast slurry into 300,000 litres of biofuel – enough to supply 62 service stations around the country and to open our own flagship Brewtroleum station.

Backyard Burger King
Backyard Burger King
Brand Experience - Services
Burger King
Colenso BBDO

Case Summary
New Zealanders don’t believe Burger King cooks with flames. So we opened 55 new stores in backyards all over the country. To create Backyard Burger King we took a Burger King restaurant and put it in a box. Everything you needed to make a Whopper, except for one important ingredient: a flame. To open a Backyard Burger King all you needed was a BBQ. Over summer our customers’ homes became the Home of the Whopper, and proved to a nation that there’s only one way to get that flame-grilled taste.

Snickers HUNGERITHM
Snickers HUNGERITHM
Branded Content
Mars Australia
Clemenger BBDO

Case Summary
Recruiting the elusive Millennial that seemed to care more about chocolate bars being cheap than the story it told? SNICKERS wanted a bite of that challenge. It developed the HUNGERITHM, a hunger-algorithm that monitored the mood of Twitter and priced SNICKERS at 7-Eleven accordingly. The angrier the Internet was, the cheaper SNICKERS became. HUNGERITHM was an engaging and topical way for SNICKERS to talk to Millennial’s, and this ground-breaking partnership with 7-Eleven helped grow the category, increase sales of SNICKERS and reach Millennials. A satisfying result in a stagnating category.

Brewtroleum
Brewtroleum
Media Innovation
DB Breweries
Colenso BBDO

Case Summary
To promote DB Export, we gave Kiwi men a brilliant reason to drink more beer. Brewtroleum is a biofuel made from leftover brewing yeast. It cuts carbon emissions by 8%, meaning every time a man drank DB Export, he was helping to save the world. Suddenly every sip made a difference, every party was for the planet. We turned 58,000 tonnes of yeast slurry into 300,000 litres of biofuel – enough to supply 62 service stations around the country and to open our own flagship Brewtroleum station.

Meet Graham
Meet Graham
Media Innovation
Transport Accident Commission
Clemenger BBDO

Case Summary
Transport Accident Commission wanted to start a conversation about our vulnerability to road trauma. Problem is, people don’t want to talk about it. We provoked them with ‘Graham’, a lifelike sculpture that shows how our body would have to change to survive a crash. A meeting point of art, science and road safety, ‘Graham’ became an educational tool to learn about vulnerability in person, online, and through the news. ‘Graham’ was an overnight success with his iconic form seen across the world; helping prompt a global conversation about our vulnerability.

Dads #ShareTheLoad
Dads #ShareTheLoad
Positive Change Social – Brands
P&G India
BBDO India

Case Summary
Sheryl Sandberg said this campaign contained “one of the most powerful videos I have ever seen”, and as COO of Facebook and world’s leading voice on gender equality we can assume she has seen quite a few powerful videos. ‘Dads #ShareTheLoad’ for Ariel exposed how the burden of housework on women is passed down generations in India, inspired and helped over 2million men share the load of laundry. The campaign smashed all viewership and engagement norms, led directly to an 80% increase in sales of its premium variant Ariel Matic.

Cat Street View
Cat Street View
Small Budget-Services
Hiroshima Prefecture
I&S BBDO Japan Group/KOO-KI

Case Summary
Onomichi, a small port town located in Hiroshima prefecture, had struggled against the slow growth in tourist numbers. We developed “Cat street view”: a Digital map like Google Street View, it is a service that introduces Onomichi’s unknown charms from the perspective of cats (from a height of 15cm above the ground) through a narrow alley or sometimes even from under cars. It was broadcasted by 409 media outlets and the number of visitors to Onomichi rose 17.6% in two months after the launch compared with the previous year.

The Bonds
The Boys
Social Media Marketing
Pacific Brands
Clemenger BBDO

Case Summary
Australian blokes don’t care about their undies, let alone talk about them. And once the safe choice, BONDS, came under private label attack with a price gap you could not ignore. BONDS had to find a way to get undies back into collective guy’s agenda. But instead of trying to convince men their undies were better, they spoke to them about something they care about – their balls. The rest is history. And an unlikely pair of ‘talking testicles’ were on the nations lips.

Defeating Exam Hunger
Defeating Exam Hunger
Youth Marketing
Mars Food China
BBDO and Proximity China

Case Summary
This is the story about how Snickers managed to regain teenagers’ attention in China, by helping them to be on top of their game for the most important and life-changing challenge they will ever face: the infamous Chinese college entrance exam. This digital campaign leveraging the Chinese millennials pop-culture of gaming managed to turn around Snickers off-take and value share into positive, after six months of continuous decline.

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