Case Studies
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This Bread Company Looked to its Heritage for a Rebrand
REGGIE Awards April 17, 2024The Arnold, Brownberry, and Oroweat (ABO) bread brand was losing popularity in the category it had built. Realizing the value of heritage, ABO embraced its "oldness"— and enlisted some bold grandmas to launch its “Baked the Right Way” campaign to reposition its brand.
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This Candy Company Attracted Halloween Attention with an AI Film Fest
REGGIE Awards April 17, 2024For Halloween, Airheads created a horror movie film festival featuring films made entirely with artificial intelligence (AI).
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This Group Hit the Jackpot by Leveraging New Jersey’s Passion for Debate
REGGIE Awards April 17, 2024With campaign creative that centered around one of New Jersey’s most popular debates, the Northstar New Jersey Lottery Group was able to flip the script and turn a typically slow summer season into a business jackpot.
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This Ice Cream Brand Remixed Video Games to Achieve Stellar Business Results
REGGIE Awards April 17, 2024Keying in on Singaporeans’ passion for gaming and winning, ice cream brand Magnum developed a series of remixed video games, available online and in a customized arcade, to promote its 2023 flavor remixes and recapture the hearts and minds of customers.
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This Pharma Brand Leveraged Micro-Influencers
REGGIE Awards April 17, 2024Moderna capitalized on micro-influencers to inspire online communities that would spread the word about the need for vigilance in protecting against COVID-19 and about its own COVID-prevention product, Spikevax.
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This Snack Brand Orchestrated a "Breaking Bad" Reunion
REGGIE Awards April 17, 2024Teaming up with iconic Breaking Bad characters on the biggest stage, the Super Bowl, snack brand PopCorners undertook a campaign that demonstrated how iconic characters and an established visual style can be applied innovatively to a completely new context to propel brand equity.
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This Truth Campaign Offers a Masterclass in Authentic Influencer Marketing
REGGIE Awards April 17, 2024To combat a rapid rise in youth vaping, the Truth Initiative partnered with a TikTok influencer on her own quitting journey, leveraging her authentic story to create content that would overcome youth distrust of brands and inspire others to give up the harmful habit.
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ZzzQuil Reframes the Benefits of a Good Night’s Sleep
REGGIE Awards April 17, 2024ZzzQuil flipped the sleep category on its head, shifting the message to reach younger active Walmart shoppers suffering sleepless nights in life’s most wakeful moments. The breakthrough omnichannel campaign focused not just on the discomfort of nights spent tossing and turning, but on the benefits of a restful night to one’s daytime experiences, leading “Better Sleep for Better Days” to deliver results for the brand, retailer, and shopper.
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Principal Financial Group Promotes Employee Benefits with Positive Female Portrayals
B2 Awards February 20, 2024Principal Financial Group promoted the business advantages of employee benefits.
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Ajinomoto Invites Gwyneth Paltrow to Dinner to Dispel MSG Myths
Multicultural Excellence Awards November 13, 2023Ajinomoto wanted to change the misinformed perception of monosodium glutamate (MSG) within the “clean eating” community. To do that, the brand needed to get the world’s most influential clean eater on board: Gwyneth Paltrow. The only problem? She didn’t answer the brand’s calls. So, Ajinomoto made her the face of its campaign — without actually hiring her.
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An Amazon Series Marketed to the Autistic Community
Multicultural Excellence Awards November 13, 2023Amazon undertook to attract the autistic community to dramedy series featuring themes and experiences they would be familiar with.
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Banner Health Connects with the Advanced Age Audience Through a Humorous Digital Video Series
Multicultural Excellence Awards November 13, 2023Banner Health created a humorous video series to illustrate its understanding of the unique needs of patients 55 and older.
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Colon Cancer Coalition Encourages Patients to Talk Shit
Multicultural Excellence Awards November 13, 2023Colon Cancer Coalition created the “Talking Shit Saves Lives” campaign to educate younger patients about the symptoms of colorectal cancer and encourage them to talk about the issue with their doctors.
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Connecting African Americans with their Ancestors
Multicultural Excellence Awards November 13, 2023Genealogical service Ancestry strove to assist African Americans trying to uncover their family histories, inspiring their efforts with a documentary film.
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Corona Fights for Equal Pay for Female Soccer Players
Multicultural Excellence Awards November 13, 2023Beer brand Corona strove to promote equal pay for female soccer platers in Mexico.
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Daniel Dae Kim Took a Drive with Lexus
Multicultural Excellence Awards November 13, 2023Lexus’ campaign targeted to native-language and English-speaking Asian American consumers in the continental U.S., with two separate spots that were targeted to East Asian and Asian Indian audiences respectively. The East Asian spot was also translated/adapted into English, Chinese (Mandarin), and Korean versions.
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Delta Air Lines Highlights the Diverse Faces of Travel
Multicultural Excellence Awards November 13, 2023Delta Air Lines created its “Faces of Travel” campaign to increase diverse representation within travel culture from social media to tourism ads, and everything in between.
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Denny’s Recruits Social Influencers to Create New Menu Items
Multicultural Excellence Awards November 13, 2023Denny’s invited 24 diverse creative influencers to co-create menu items to protect share and resonance with young, multicultural consumers.
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Dignity Health Promotes Cancer Screenings to Uninsured Latinos
Multicultural Excellence Awards November 13, 2023Dignity Health’s audio-based campaign promoted cancer screenings to uninsured Latinos experiencing cultural barriers to preventative health.
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Dove and LinkedIn Fight Hair Discrimination
Multicultural Excellence Awards November 13, 2023Dove and LinkedIn continue their efforts to pass the CROWN Act in all 50 states and end race-based hair discrimination in the workplace.
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