volkswagen

Tim Ellis VP-Mktg. Brian Thomas Genl. Mgr.-Mktg. Platform

CRISpIN poRTER + boGuSKy

Steve Erich Part.-Group Acct. Dir. Scot Beck Group Acct. Dir. Edward Christopher VP-Acct. Dir. Wojtek Szumowski VP-Group Dir.,

Cultural & Business Insights Sr. Cog Mgmt. Super. Mgmt. Super. Content Super.

Jamie Webb Kam Rope Chad Wilson Kelly Pratl

bEAu Ty pRoDuCTS & SERvICES
SILvER WINNER

old Spice

pRoCTER & GAMbLE Jim Urbaitis James Moorhead Nick Patterson

WIEDEN+KENNEDy Britton Taylor Jessica Monsey Diana Gonzalez Eric Baldwin Jason Bagley Sean O’Brien Bill Morgan

Sr. Strategic Planner Acct. Super. Acct. Exec. Creative Dir. Creative Dir. Digital Design Dir. Media Dir.

Rou TAN booM How do you launch a minivan into a declining segment where the products have become commoditized? While the cultural currency of parenting is high, the most visible signaler of family, the minivan, had none. This campaign used German engineering to give parents license to rethink a minivan. Before the Routan, minivans were the price for having families. The campaign turned the concept on its head and made the Routan so desirable that people would have families just to get it. German-engineering made parents desire this minivan and pay a premium for it.

SWAGGER: ThE SCENT ThAT MAKES A DIFFERENCE In 2008, Glacial Falls was the worst-performing scent in the Old Spice portfolio and was in jeopardy of being pulled from store shelves. The task: to rebrand Glacial Falls and save the scent from extinction by doubling sales. Ultimately, the scent was relaunched as “Swagger: The Scent That Makes a Difference,” and the campaign far exceeded its goals. Sales of Swagger deodorants and body wash exploded, and the scent is now one of the best-performing scents in the Old Spice line.

bEAu Ty pRoDuCTS & SERvICES
SILvER WINNER
bEAu Ty pRoDuCTS & SERvICES
bRoNZE WINNER

vaseline Men
Dove

uNILEvER Jennifer Vasold-Singh Srini Sirpada Elizabeth Tomasulo Gaston Vaneri

Global Brand Devel. Mgr.

Brand Building Dir.

Brand Building Mgr.

Global Brand Dir.

uNILEvER – DovE

Marcela Melero

Brand Devel. Dir.

bARTLE boGLE hEGARTy
John Foster Global Creative Dir.
Vlad Ivangorodsky Art Dir.
Nick Zafonte Copywriter

MINDShARE

Karen Bennett

oGILvy & MAThER Linda Cornelius Liz Wade Maureen Shirreff Rock Pausig Rebecca Rush Theresa Lowe Heather O’Flynn Kathryn Jensen

Sr. Part.-Mngng. Dir.
Sr. Part.-Planning Dir.
N. A. Creative Dir.
Art Dir.
Copywriter
Dir.
Sr. Producer
Program Mgr.

Client Leadership Dir.

ESpN

Joshua Richman

Sr. Dir., Co-Mktg.

MINDShARE

Cindy Gustafson

Dir.

MbooTh

Jennifer Teitler

RyAN IDIRECT

Sr. VP-Dir.

vASELINE MEN: ThE MAKING oF A MANLy Lo TIoN When Vaseline Men lotions launched, it was important to persuade the football-loving, god-fearing, hairy-chested American man to use lotion — not only when his skin is very dry, but regularly to keep his skin healthy. The campaign set out to convince guys that their skin is important and to eliminate the obstacles impeding them from regularly using lotion, specifically the perception that applying lotion is time-consuming. The campaign succeeded in enacting a behavior change and over-delivered on share by 30%.

SoAp SCuM

The bar market in the U.S was declining and, as the market share leader with 33%, Dove needed to convince soap users that they should switch to Dove. Setting a goal of increasing market share 1%-2%, Dove began this educational campaign telling tallow bar users that their bars leave an invisible layer of scum on their skin, while Dove leaves clean, moisturized skin. The result was an increase in market share of 16% in the U.S. bar market and a record high share of 38.4% in the six months after launch.