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Duracell wins top multicultural award

News, 11 October 2016

LOS ANGELES: "Stay Connected", a campaign by Anomaly for the Duracell battery brand which told the story of how a grandfather overcomes a hearing disability, has won the Best in Show award in the ANA Multicultural Excellence Awards competition.

In addition, grand prize winners were awarded in 12 categories – including Duracell in the People with Disabilities category – for industry-leading advertising at an awards ceremony held during the ANA's (Association of National Advertisers) Multicultural Marketing & Diversity Conference in Los Angeles.

Bob Liodice, ANA president and CEO, congratulated them all, describing their work as "an inspiration for our entire industry", adding that it "serves as an example to other marketers and agencies who are striving to excel in the all-important multicultural arena".

The awards help raise awareness and recognition for outstanding advertising work featuring African-Americans, Asians, Hispanics, LGBTs, and people with disabilities, with a portion of the proceeds collected from submission fees helping to fund scholarships for high-potential multicultural students who plan to pursue careers in advertising and/or marketing.

Quick-service restaurant chain McDonald's was a double winner in the African-American and Asia categories, with campaigns from Lime Green Moroch and IW Group respectively; a campaign by DAVID for soft drinks brand Coca-Cola took the top prize in the Hispanic category.

Casanova McCann's work for NESCAFÉ Clasico, an instant coffee targeted at Latinos, collected the top honour in the Experiential Marketing category, while that of Conill for Toyota's Tacoma pickup truck led the way in Digital, Social and Mobile.

A Blanco Lorenz campaign for Univision Communications, an Hispanic media company, was awarded the grand prize in the Business-to-Business category, while Burrell Communications was honoured with the top award in Print for its work with XFINITY, Comcast's TV and internet offering.

The Kleenex tissue brand topped the Total Market category with a campaign by J. Walter Thompson and an in-house campaign for American Girl, the Mattel toy, won in the Significant Results category.

Data sourced from ANA; additional content by Warc staff