hEALThCARE pRoDuCTS & SERvICES
bRoNZE WINNER

Group health Cooperative

GRoup hEALTh CoopERATIvE

Sharon Thomson Exec. Dir.-Advt. & Mktg. Comm. Rio Rossarne Creative Dir.-Dir., Strategic Advt.

TM ADvERTISING Forrest Healy Zach Hitner Andy Westbrock Dave Weaver Andre Vriesman

VP- Creative Dir. VP- Creative Dir. Art Dir. Dir.-Strategic Planning Copywriter

hISpANIC

Charmin

pRoCTER & GAMbLE David Miller Felix Olmo Carolina Raineau

Pablo Miro VP-Acct. Dir. Elizabeth Papasakelariou Acct. Super. Lucille Gratacos Acct. Exec. Enrique Marquez VP-Strategic Planner Maria Bernal Assoc. Creative Dir. Jose Funegra Assoc. Creative Dir.

CARAT

Alejandro Clabiorne

TApESTRy ThE INTEGER GRoup

VP- Comm. Planning Dir.

FIND MoRE MINu TES

A longtime Pacific Northwest healthcare institution, Group Health suffered from negative perceptions and declining enrollment. Consumers were frustrated with the restrictiveness of healthcare and indifferent to cliched medical ads with lab coats. To stand out, Group Health needed to stop acting like every other healthcare company and instead inspire a movement for better health. “Find More Minutes” empowered people to take an active role in improving their own health by encouraging them to make healthy choices. Group Health’s enrollment numbers grew by 29,339 in just one year, compared with a total of 20,107 new members for the two previous years combined.

CAMpING

Charmin bathroom tissue needed to sell a premium brand to a value-oriented consumer. Quality of paper in Latin America is low; consumers have low expectations and thought what they were currently using was good. They saw no reason to spend more money. Because of the poor quality, people overcompensated by using lots of paper from the competition. The idea was to make people realize how much paper they were using. The campaign introduced a new character, Gaston, the beaver, that used too much. The Charmin Bear taught Gaston about his bad behavior and how to use less. Result: Charmin’s total share grew 5%.

hISpANIC
SILvER WINNER
houSEhoLD FuRNIShINGS & AppLIANCES
GoLD WINNER

Allstate Insurance Co.
Glidden

ALLSTATE INSuRANCE Co.
Lisa Cochrane VP
Nancy Abraham Asst. VP
Nancy Ryan Media Dir.
Georgina Flores Sr. Project Mgr.
Megan Dawson Project Mgr.

LÁpIZ Marco Azucena Esteban Ribero Eduardo Cintron Javier Osorio Ana Barr

Acct. Dir.
Strategic Planner
Assoc. Creative Dir.
Creative Dir.
Sr. Acct. Exec.

TApESTRy
oCTAGoN MuLTICuLTuRAL MARKETING
AKZo NobEL
Rob Horton
John Salvadore
Mark Hembree

DDb NEW yoRK Ellen Fields Rebecca Rehder Mark Ledermann Heath Matyjewicz Earl Cavanah

ETCETERA Dick Van der Lecq Peter Van Leeuwen

phD NETWoRKS INTERbRAND LIGGETT STASho WSER

VP-Mktg.

Mktg. Dir.

Sr. Brand Mgr.-Glidden Global Bus. Dir. Acct. Dir. Creative Dir.-Copy Assoc. Creative Dir.-Art Creative Dir.-Art Mngng. Part. Creative Dir.

pRo TECTIoN IS ouR GAME (pRo TECCIóN ES LA JuGADA) This campaign connects with Hispanics on an emotional level to increase their consideration of Allstate by fully leveraging and increasing the awareness of the brand’s Mexican National Team sponsorship. The 360-degree platform featuring the team’s goalie Memo Ochoa reinforces Allstate’s position as a proactive protection leader. The efforts tripled the unaided awareness of Allstate’s team sponsorship and significantly increased consideration and referrals of Allstate as well as boosted important drivers of the reputation: trust, likeability and appeal.

GLIDDEN GETS you GoING

Declining sales and years of brand and media neglect meant Glidden paint was about to lose a prime retail distributor. The mission: Turn things around without hurting its largest competitor house favorite, Behr. The plan: Inspire would-be painters by proving that painting is not as daunting a chore as it seems. An overhauled in-store experience, a free paint giveaway, unique placement of TV, innovative magazine inserts, outdoor kiosks and banners all contributed to Glidden’s sales jumping up 34 points vs. prior year. The dawn of a new era in painting.