The ARF David Ogilvy Awards which recognize those creative teams that took an idea from research to insight to inception and produced work with significant impact were presented at a special dinner and ceremony on Wednesday, March 28th, closing out CONSUMERxSCIENCE, the ARF’s flagship event.
Procter & Gamble’s Mr. Clean® brand’s “Cleaner of Your Dreams” campaign was announced this evening as Grand Winner of the 2018 David Ogilvy Awards.
In addition to being named Grand Winner, the brand also won a Gold for Brand Transformation. The Mr. Clean team researched both what had worked and what did not in the brand’s past and intersected that with a refreshed understanding of the roles and responsibilities of today’s modern American household. The team uncovered a surprising connection between sex and cleaning, inspiring the idea “Mr. Clean is the cleaner of your dreams” and returning the brand to the minds, hearts and homes of today’s modern cleaners. As a result, “Cleaner of Your Dreams” drove sales across 82% of Mr. Clean’s overall portfolio.
For the past 24 years, the ARF has celebrated David Ogilvy’s forward-thinking genius by honoring the teams of research, analysis and creative behind the most brilliant advertising campaigns of the past year. In short, the ARF’s David Ogilvy Awards are uniquely based on how research combined with analytics can create illuminating insight and lead to creatively outstanding creative that performs with impact.
Congratulations to all of this year’s winners.
GRAND WINNER: “Cleaner of Your Dreams” – Mr. Clean, P&G
- 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.
- Gold: “Born the Hard Way” – Budweiser
- Gold: “We Know From Experience” – Farmers Insurance
- Silver: “Ways In” – UnitedHealthcare
- Bronze: “Uncommon Thread” – Uniqlo
- 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.
- Gold: “Cleaner of Your Dreams” – Mr. Clean
- Silver: “Emerge & See” – Emergen-C
- Bronze: “#ChangeRougo” – MetLife Japan
- 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.
- Gold: “Stop Profiling” – truth
- Silver: “Real People, Not Actors” – Chevrolet
- Bronze: “Deposit Path to Purchase” – Bank of America
- 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.
- Gold: “So Much to Love” – Rice Krispies Treats
- Silver: “ESPN x NBA” – ESPN
- Bronze: “Life Can Change in an Instant” – Covered California
- 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.
- Gold: “Bring Back the Bees” – Honey Nut Cheerios, General Mills Canada
- Silver: “Reinventing the Condom” – Naughty Bags
- Bronze: “Teddy Gun”—Illinois Council Against Handgun Violence