4A's Honors De Beers “Diamond Bride” with Chiat Grand Prix
Geoffrey PrecourtUS Editor, WARC Online
It’s one thing to move a shopper from one cereal shelf to another. Rightly, good marketing that changes a shopping habit within a commodity category from one familiar brand to another is applauded. But the challenge of taking on tradition and actually changing cultural habits generations old is much more daunting.
When an agency points an advertiser to this kind of societal revolution, the polite applause changes to ovations. In an assignment that bore little relationship to a Bran Flakes-over-Cheerios challenge, De...