2018 ARF David Ogilvy Awards

Award Categories
Finalists can receive a GOLD, SILVER or BRONZE award in each of the five defined categories. Categories are focused on the successful impact of utilizing a consumer insight.
1. Breaking Through
The challenges for differentiation are steeper when the product category is well-established and shelves and webpages are bursting with competition. The Breaking Through award honors insights that helped an established brand break out from the clutter and brought new perspective and an innovative perspective to a familiar brand in an established category.

2. Brand Transformation
Most brands follow a standard lifecycle trajectory: high growth, maturity, level-off or decline. Exceptional campaigns break that model and reverse flat or declining sales. The Brand Transformation award honors insights that reversed a downward trend or charted a new course to reinvent the brand image, create a new cultural relevance or drive growth in an unexpected direction.

3. Unexpected Targeting and Segmentation
Few brands can claim ubiquitous appeal. Success is the right product with the right benefit to the right person. The Unexpected Targeting and Segmentation award honors insights that helped your brand improve its performance by finding the compelling message to the right category subgroup — either connecting to an individual specific multi-cultural segment or finding a new audience for an established brand.

4. Changing Consumer Behavior
The only constant is change and that certainly applies to consumer behavior. Use of mobile in purchase paths, the way we listen to music, how we drive our cars, and even that the impact of fantasy leagues on sports viewing are sea changes in how customers act. The Changing Consumer Behavior award honors insights that helped your brand stay ahead of category shifts, and guided evolution to new utilization.

5. Education and Community Change
Changing attitudes and behavior is not just for “selling” products; it can lead to healthier lives, educating entire communities or lending a helping hand to make our world a better place. The Education and Community Change award honors insights that helped bring a message of positive change to a community or brought awareness to global or environmental needs. This award recognizes both branded efforts with a social message or work on behalf of non-profits and organizations and institutions.

ARF Tip: If you need more details on these categories, go to www.thearf.org and find examples of past winning campaigns.

NOTE: Based on the breadth and quality of specific entries, SILVER and BRONZE recognition may not be awarded at the jury discretion.