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David Ogilvy Masters of Insight
2017 ARF David Ogilvy Award Categories

There are eight categories bucketed among three sub-themes. The best overall campaign will receive the Grand Ogilvy Award and finalists will be awarded a goldsilver or bronze trophy in each of the following categories:

Creative Media-Led Ideas

Work that demonstrates how insights produced a powerful and profitable campaign through social media, mobile, reinvented traditional media, and/or across platforms.

Social Media

Insights that gave rise to levels of engagement through social reach and creative use of social networks that impact a business.

Past winner example:
Campaign Title: #WeighThis
BRAND: Nestlé Lean Cuisine

Lean Cuisine was losing relevance as diet quickly became another four-letter word. The result – five years of sales declines. Through a moving social campaign, #WeighThis, Lean Cuisine’s turnaround strategy contributed to the brand seeing its first sales increase in six years.
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Mobile

Insights that helped produce outstanding applications, digital publications, and websites for mobile devices.

Reinventing Traditional Media

Insights that helped drive change in the use of TV, radio, OOH and print in new and innovative ways.

Past winner example:
Campaign Title: Tut Premiere
BRAND: Spike TV

Spike TV needed a creative strategy for its premiere of Tut, a multi-night historical drama, that would not only generate interest for the program, but also prevent incorrect viewer attribution to a better-suited competitor.
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Cross-Platform 

Insights that inspired great creative concepts and message integration in multi-channel campaigns.

Past winner example:
Campaign Title: United We Grill
BRAND: Kingsford Charcoal

People are so consumed with being digitally connected that they are spending less ‘real’ time with their friends and family. As grilling is dependent on people coming together, Kingsford Charcoal’s business was being threatened. It was time to do something to bring grillers back to the kettle.
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Innovative Use of Data and Targeting

Work that demonstrates how insights contributed to a powerful and profitable campaign through innovative use of big data and new audiences.

Big Data

Big data that unearthed insights inspired and enhanced creative.

Past winner example:
Campaign Title: PAN Theatrical Release
BRAND: Warner Bros. PAN

Every week a new movie has a new set of challenges – but consistently the questions needing answers are: Who to speak to? What to say? Which channels to communicate in? How to maximize our return on investment?
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New Audiences

How insights that go beyond traditional targeting and demographics impacted a business and/or inspired great creative.

Past winner example:
Campaign Title: “Finish It”
BRAND: truth®

Faced with a generation where only 9% of teens smoke, truth had to reignite interest in fighting tobacco use among young people. The FinishIt campaign helped leverage the social power of the much larger universe of teens who do not smoke to influence those who still do.
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Creativity for Good and Positive Change

Work that demonstrates how insights produced a powerful and transformative campaign and impacted the world.

Transformation

Insights that contributed to the innovative use of platforms and experiential marketing that impacted business and inspired great creative.

Past winner example:
Campaign Title: “Flying Ragweed” and “Green Fields”
Brand: RAGWITEK® and GRASTEK®

Allergic Rhinitis affects 80 million people in the United States, and at least a third of this population is not getting the relief they want from their allergy treatments. Find out how two two new sublingual allergy immunotherapy tablets stood out in a market dominated by OTC meds.
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Impact on the World

Insights that inspired great creative for a brand by having a positive impact on the world.

Past winner example:
Campaign Title: #WhoWillYouHelp
Brand: Ontario Women’s Directorate

Sexual violence and harassment are shockingly prevalent in Canadian society. Find out the impact of the Government of Ontario’s plan, “It’s Never Okay: An Action Plan to Stop Sexual Violence and Harassment.”
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