NEW YORK: A campaign by Leo Burnett that changed perceptions of the Mr. Clean brand has won the Grand Ogilvy at the 2018 ARF David Ogilvy Awards.
At the annual awards, which took place at a ceremony in New York last night, a total of six Golds, five Silvers and five Bronzes were presented across five categories, in addition to the Grand Ogilvy winner.
WARC subscribers can read the winning papers here.
Research uncovered a surprising connection between sex and cleaning. The resulting campaign, Mr. Clean is the cleaner of your dreams – which also took a Gold in the Brand Transformation category – tapped into the strengths of the brand’s past while acknowledging evolving roles within the home, and created differentiation by breaking the category conventions.
The campaign drove sales across 82% of Mr. Clean’s overall portfolio.
Two Golds were awarded in the Breaking Through category. Budweiser’s Born the Hard Way, created for Super Bowl LI, told the story of the beer brand’s challenging beginnings and gained a 17.4% share of voice.
Farmers Insurance, meanwhile, created a video campaign that showed its target audience the crazy accidents it has handled. We Know from Experience increased awareness, grew consideration and drove differentiated attribute growth.
In the Changing Consumer Behaviour category Kellogg’s snack brand Rice Krispies Treats took Gold with So Much to Love. Redesigned packaging provided parents with a heart-shaped empty space to write lunchtime notes to their children; six-second bumper ads on YouTube drove a massive lift in brand equity.
The Education & Community category Gold went to Honey Nut Cheerios for its Bring Back the Bees. The General Mills-owned cereal brand ran a campaign in Canada to help raise awareness of the declining bee population and which drove a 10% uplift in sales.
In the Unexpected Targeting & Segmentation category, non-profit Truth Initiative won Gold for Stop Profiling, a campaign that used the Grammys to raise awareness of how the tobacco industry targets young, low-income groups.
Sourced from ARF; additional content by WARC staff