Qualitative research

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MELĒ: A scientific breakthrough – the science of melanin-rich skin

Case Study • Jay Chiat Awards, Gold, National Strategy, 2021

Unilever, a consumer goods company, created a new brand, MELĒ, to provide darker skinned people in the US with skincare products designed for their skin colour.

California Department of Public Health: Let's get to immunity

Case Study • Jay Chiat Awards, Honourable Mention, Healthcare Strategy, 2021

The California Department of Public Health, a state department responsible for public health, convinced members of priority populations of the COVID-19 vaccine's safety, efficacy and importance.

Taco Bell: Restless creativity

Case Study • Jay Chiat Awards, Bronze, PR Strategy, 2021

Taco Bell, a quick service restaurant (QSR), positioned its new CEO, Mark King as the face of the brand and driver of its actions.

Netflix: The power of story

Case Study • Jay Chiat Awards, Bronze, Global Strategy, 2021

Netflix, a video streaming platform, launched its global campaign One Story Away to define its own brand story.

Beam Suntory: 6ourbon 7ime

Case Study • Jay Chiat Awards, Silver, National Strategy, 2021

Beam Suntory, a bourbon whisky brand, established a new platform, 6ourbon7ime, to encourage people in the US to take an hour out of their day to relax and enjoy a bourbon.

Campbell’s: Dinner Insurance

Case Study • Jay Chiat Awards, Honourable Mention, Regional Strategy, 2021

Campbell's, a processed food and snack brand, alleviated the pressure on Thanksgiving hosts in the US with its Dinner Insurance campaign.

Degree: Degree inclusive

Case Study • Jay Chiat Awards, Silver, Product/Service Creation Strategy, 2021

Degree, a deodorant brand, introduced the world's first inclusive deodorant for people with upper limb disabilities and visual impairment in the US.

Unilever Food Solutions (UFS): Killer Recipes

Case Study • John Dawson, Nicholas Short, WARC Awards for Asian Strategy, Shortlisted, 2021

Unilever Food Solutions, the condiment brand for restaurants, took its Killer Recipes campaign to a new level to become a supporter rather than a supplier to restaurant owners in China.

RIO Pads: India! Periods are red, not blue

Case Study • Manisha Sain, Devanshi Shah, WARC Awards for Asian Strategy, Shortlisted, 2021

Rio Pads, a sanitary products brand, launched a campaign in India to promote its more absorbent pads and challenge taboos surrounding periods.

SK-II: Timelines

Case Study • Leo Bovaller, Julia Blomquist, WARC Awards for Asian Strategy, Shortlisted, 2021

Skincare brand SK-II grew sales and engagement among young executive women in China, Japan, South Korea and the US with the creation of a digital docu-series fronted by journalist Katie Couric.

Guanghe: Preserve a piece of childhood

Case Study • WARC Awards for Asian Strategy, Shortlisted, 2021

Fermented bean curd brand Guanghe capitalised on its heritage by developing a 'treasure hunt' through social media to reposition the brand and engage with the post-80s generation in China.

Rosstat: All Russia Population Census – Digital Rebrand

Case Study • SABRE Awards, IN2, EMEA, 2021

Rosstat, a federal state statistics service, rebranded the Russian population census by choosing a new logo to introduce a digitalised census format, targeting a younger audience.

Creative Content UK: Get it right from a genuine site

Case Study • SABRE Awards, IN2, EMEA, 2021

Creative Content UK, an industry-led initiative, launched the 'Get it Right From A Genuine Site' campaign in the UK to reduce online piracy by encouraging 16-24 year olds to get their entertainment from genuine sites.

Greenpeace: #OwnYourForest – Will Russia Legalize Private Tree Farming?

Case Study • SABRE Awards, IN2, EMEA, 2021

As part of an initiative, Greenpeace, a non-governmental organisation, launched the #OwnYourForest campaign to change the legal status of forests growing on unused farmland and to raise awareness.

Counter Terrorism Policing: Extreme measures – How we got people talking about radicalisation

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Counter Terrorism Policing (CTP), a division of the London Metropolitan Police Service, encouraged close friends and family to refer those at risk of radicalisation.

Tesco: How celebrating the nation's naughtiness helped Tesco win a covid Christmas

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Tesco, a supermarket brand, focused on providing the nation with light relief during the COVID-19 pandemic with its 2020 Christmas campaign in the UK.

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