The Most Creative Campaigns, Brands
and Agencies in Retail
Supermarkets battled with fast food outlets for primacy, but a fake brand almost stole the show.
If you think retail is all about window displays and aisles, think again. Burger King and McDonald’s dominated this sector, with KFC also making an appearance. Leading the pack, though, was French supermarket Carrefour, which defied the law to sell fruit and vegetables grown from seeds “banned” by the EU thanks to the clout of the agro-chemical giants. It was almost as worrying as the “scary clowns” Burger King invited to its stores for free meals on Halloween, as a light-hearted jab at its competitor. But perhaps the most amusing act of vengeance was by Diesel, which stole a march on counterfeiters by selling fake merchandise, branded DEISEL, that turned out to be real.
If you think retail is all about window displays and aisles, think again. Burger King and McDonald’s dominated this sector, with KFC also making an appearance. Leading the pack, though, was French supermarket Carrefour, which defied the law to sell fruit and vegetables grown from seeds “banned” by the EU thanks to the clout of the agro-chemical giants. It was almost as worrying as the “scary clowns” Burger King invited to its stores for free meals on Halloween, as a light-hearted jab at its competitor. But perhaps the most amusing act of vengeance was by Diesel, which stole a march on counterfeiters by selling fake merchandise, branded DEISEL, that turned out to be real.
Most awarded
campaigns, brands &
agencies in
Retail in
2018
Most awarded
campaigns, brands and
agencies in
Retail in
2018
CAMPAIGNS
BRANDS
| Brand |
|---|
AGENCIES
| Name | ||
|---|---|---|
| 1 |  |
Marcel, Paris |
| 2 |  |
Ogilvy Hong Kong |
| 3 |  |
LOLA MullenLowe, Madrid |
| 4 |  |
Jung von Matt/Alster, Hamburg |
| 5 |  |
TBWA\Thailand, Bangkok |
Watch
3. VIELFALT KAMPAGNE / The most German supermarket
| Titolo | The most German supermarket |
| Agenzia | Jung von Matt/Next Alster GmbH |
| Campagna | EDEKA VIELFALT |
| Cliente | EDEKA Zentrale |
| Marca | VIELFALT KAMPAGNE |
| Data di Prima Diffusione/Publicazione | 2017 |
| Settore | Grande Distribuzione alimentare |
| Filosofia | German supermarket EDEKA is well known for its great variety of products. But in order to make a statement against racism they stopped offering it for one day. Instead they opened the most German supermarket ever. For just one day they banned all foreign goods and offered products made in Germany only. So that between empty shelves Germans could see for themselves what less diversity really looks like. After almost one year of preparation the shelves of one EDEKA market in Hamburg were finally emptied. Just one day later, on the 19th of August 2017, the most German supermarket ever opened its doors. Customers visiting the market were allowed to take pictures and videos while we were filming their reactions. Thanks to material shared by them the stunt went viral the very same day. Two weeks later, on the 31st of August, we published the video material shot during the stunt. By then people all over the world had already shared videos and photos on Social Media. News and magazines referred to our experiment and we became part of an on going worldwide discussion about racism and diversity. More than 117 articles were published on this subject worldwide. More than 10,000 posts were generated on social media, with an engagement of 328,000 users. Around 9,000 followers were reached on Twitter - around 9 million on Facebook. User shared the content over 30.000 times. Worldwide, the campaign reaches more than 105 million people. After the stunt EDEKA generated 18,000 new followers. We hope that this idea - just a week before the federal election in Germany - will make people think about the situation in Europe and open their eyes that diversity ist important for everyone of us. The case is relevant to media "use of stunt", because this stunt is a good example of an exceptionally staged idea with a relevant insight that concerns us all. The EDEKA target group consists a wide range of people. Mostly adults with a regulated income from the upper middle class. The aim was to reach precisely these people, as these also deal with political conflicts. The stunt should therefore take place in a supermarket to reach the typical clientele. In the expectation that the stunt would already virally spread by customers, small sings were placed in the market, to elucidate the event. Of course, everything was filmed by hidden cameras. One week later the online film was planned to go on air. Even before the online film, the stunt was already all over the news worldwide. |
| Tipo di Media | Esterna |
| Lunghezza | |
| Production | MARKENFILM CROSSING Hamburg |
| Additional Company | EDEKA ZENTRALE AG and CO KG Hamburg |
| Executive Creative Director | Jens Pfau |
| Managing Director | Peter Ströh |
| Creative Director | Anna lichnog |
| Account Director | Florian Laufenberg |
| Project Manager | Isabelle Mielke |
| Art Director | Pia Mader |
| Copy Writer | Heiner Twenhäfel |
| Art Director | Dany Rothemund |
| Director | Kai Sehr |
| Producer | Marie Bohr |
| Creative Director | Sebastian Schnell |
7. KFC / Dragster
| Titolo | Dragster |
| Agenzia | Ogilvy Hong Kong |
| Campagna | Hot & Spicy |
| Cliente | KFC |
| Marca | KFC |
| Data di Prima Diffusione/Publicazione | 2018 / 4 |
| Settore | Alimentari |
| Tipo di Media | Stampa e stampati |
| Chief Creative Officer | Reed Collins |
| Creative Director | John Koay |
| Creative Director | Matt Nisbet |
| Associate Creative Director | Kai Fung Chan |
| Art Director | John Koay |
| Account Manager | Stella Fung |
| Project Manager | Jennifer To |
| Photographer | Illusion Bangkok |
| Illustrator | Illusion Bangkok |
| Digital Retoucher | Illusion Bangkok |
11. KFC / Heroes
| Titolo | Heroes |
| Agenzia | Ogilvy Hong Kong |
| Campagna | Hot & Spicy |
| Cliente | KFC |
| Marca | KFC |
| Data di Prima Diffusione/Publicazione | 2018 / 4 |
| Settore | Alimentari |
| Tipo di Media | Stampa e stampati |
| Chief Creative Officer | Reed Collins |
| Creative Director | John Koay |
| Art Director | John Koay |
| Photographer | Illusion Bangkok |
| Illustrator | Illusion Bangkok |
| Digital Retoucher | Illusion Bangkok |
| Creative Director | Matt Nisbet |
| Account Manager | Stella Fung |
| Associate Creative Director | Kai Fung Chan |
| Project Manager | Jennifer To |
12. KFC / Shuttle
| Titolo | Shuttle |
| Agenzia | Ogilvy Hong Kong |
| Campagna | Hot & Spicy |
| Cliente | KFC |
| Marca | KFC |
| Data di Prima Diffusione/Publicazione | 2018 / 4 |
| Settore | Alimentari |
| Tipo di Media | Stampa e stampati |
| Chief Creative Officer | Reed Collins |
| Creative Director | John Koay |
| Art Director | John Koay |
| Photographer | Illusion Bangkok |
| Illustrator | Illusion Bangkok |
| Digital Retoucher | Illusion Bangkok |
| Creative Director | Matt Nisbet |
| Account Manager | Stella Fung |
| Associate Creative Director | Kai Fung Chan |
| Project Manager | Jennifer To |
14. McDonald's / The Flip - Women's Day 2018
| Titolo | The Flip - Women's Day 2018 |
| Agenzia | We Are Unlimited |
| Campagna | International Women's Day 2018 |
| Cliente | McDonald's |
| Marca | McDonald's |
| Data di Prima Diffusione/Publicazione | 2018 / 3 |
| Settore | Alimentari |
| Tipo di Media | Stampa e stampati |
| Managing Partner | The Marketing Store |
| Audio Post | We Are Unlimited |
| Executive Creative Director | John Hansa |
| Executive Producer | Crissy DeSimone |
| Managing Partner | Damian Stevens |
| Chief Creative Officer | Toygar Bazarkaya |
| Chief Creative Officer | Cosmo Campbell |
| Executive Vice President | Cosmo Campbell |
| Executive Creative Director | Dean Lee |
| Chief Creative Officer | Ari Weiss |
| Executive Producer | Preston Lee |
| Creative Director | Jon Morgan |
| Creative Director | Kevin Lau |
| Managing Partner | Kevin Lau |
| Colorist | Miles Kinghorn |
| Group Business Director | Melanie Behling |
| Network Partner | DDB Canada |
| Chief Production Officer | Jon Ellis |
| Production Company Producer | Tyler Boylan |
| Art Director | John Larigakis |
| Head of Production | Kirsten Thon-Webb |
| Lead Flame Artist | Brian Shneider |
| Creative Director | Jonah Hall |
| Managing Partner | Jonah Hall |
| VFX Producer | Emily Avoujageli |
| Editor | Kim Bica |
| Assistant Editor | Andy Trecki |
| Chief Executive Officer (CEO) | Mark Mulhern |
| Executive Producer | Sabrina Elizondo |
| Flame Assistant | Brandon Harden |
| Group Business Director | Chris Bergen |
| Senior Producer | Rebecca Jameson |
| Head of Production | Melody Alexander |
| Flame Assistant | Brack Hightchew |
| Creative Director | Vic Sanchez |
| Assistant Editor | Dean Miyahira |
| Chief Delivery Officer | Denis Budniewski |
| Associate Director | Samantha Bartucci |
| Associate Director | Eric Dornbrook |
| Art Director | Emily Walton |
| Copywriter | Sarah Uchison |
| Copywriter | Liza Rush |
| Art Director | Caitlin VanderKlok |
| Art Director | Georgia Taylor |
| Copywriter | Sarah Dembkowski |
| Videographer | Mason Adams |
| Integrated Producer | Otto Linwood III |
| Content Producer | Nikki Calabrese |
| Account Executive | Jessa Gianotti |
| Account Executive | Ellese Meyer |
| Senior Social Strategy Lead | Emily Bader |
| Senior Narrative Strategist | Carly Starratt |
| Associate Director Social Strategy | Daniela Vieira |
| Director | Elle Ginter |
| Director Photography | Allison Anderson |
| Audio Engineer | Paxson Helgesen |
| Vice President (VP) | Jim Eby |
| Creative Director | Jim Eby |
| Vice President (VP) | Ursula Ostrom |
| Account Director | Ursula Ostrom |
| Account Supervisor | Kathryn Fiedler |
| Art Director | Megan VanDagens |
| Creative Director | Diana Samper |
| Account Director | Lisa Burgess |
| Senior Account Executive | Brian Torbik |
| Social Media Supervisor | Maura McNaulty |
| Social Media Expert | Lexi Wozny |
| Editing Company | Arcade Edit |
| Special Effects / VFX | Timber |
| Casa di Produzione | Sanctuary Content |
| Media Director | Resolution Media |
| Design | Boxer Brand Design |
15. Mcdonald's 24 Hour Restaurants / The Meeting
| Titolo | The Meeting |
| Agenzia | TBWA\Thailand |
| Campagna | The All Nighters |
| Cliente | McDonald's |
| Marca | Mcdonald's 24 Hour Restaurants |
| Data di Prima Diffusione/Publicazione | 2018 |
| Settore | Alimentari |
| Tipo di Media | Stampa e stampati |
