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Nike wins Grand Ogilvy

News, 21 March 2017

NEW YORK: A Nike campaign that repositioned its back-to-school approach and created a new opportunity in the marketplace has won the Grand Ogilvy at the 2017 ARF David Ogilvy Awards.

At the annual awards, which took place at a ceremony in New York last night, a total of eight Golds, eight Silvers and seven Bronzes were presented across eight categories, in addition to the Grand Ogilvy winner.

Warc subscribers can read the winning papers here.

Nike's Take on TJ campaign, which also won a Gold in the Social Media category, created a digital persona who would challenge and motivate teen athletes during the summer months when their attention was usually elsewhere – on vacations, parties, friends and summer jobs.

A combination of influencers and a hero video introduced the TJ character who was later unveiled in a takeover of a New York City street. The campaign generated 1.5m visits to Nike.com in its first month and helped transform Nike's existing Gear Up Day – where several sports categories come together to encourage teen athletes to buy the gear they'll need for the upcoming athletic season – into a digital holiday.

In the Big Data category, the work of Cambridge Analytica in identifying and influencing as many as one million voters in key battleground states for Donald Trump's presidential election campaign was honoured.

The Gold in the New Audiences category, meanwhile, went to Coors Light for its Climb On campaign that looked to dispense with old-fashioned, sexist advertising and to "invite women back into the world of beer".

From beer to sausages, the Cross-Platform category Gold was taken by Wisconsin-based Johnsonville Sausage for a campaign that used website, print ads and a partnership with a well-known chef to leverage its small town background and its authenticity to win over Canadian sausage lovers.

In the Mobile category, OTC pain-killer Advil drove the largest incremental sales volume in over five years with an omnichannel campaign, launched during the Super Bowl, that showed the product was so effective that the pain became a Distant Memory.

Garnet Hill, the women-oriented retailer, picked up the Gold in the Reinventing Traditional Media category with a mobile studio that combined medium and message to deliver an experience backing its Beautiful, Naturally positioning.

Gold in the Impact on the World Category went to health insurer Cigna for a campaign that used the fictional TV Doctors of America to both promote its offering and encourage preventative care. And mobile operators Turkcell took Gold in the Transformation category with an app to track diabetes.

Data sourced from ARF; additional content by Warc staff