Celebrating the insights behind great creative is at the heart of the David Ogilvy Awards.
The winning campaigns stand for creative approaches to analytics, to consumer insight approaches and to leading innovative partnerships with the entire creative team.
The winners were selected from 11 designated categories that include: Alcohol & Beverages, Appliances & Electronics, Entertainment & Sports, Fashion & Style, Financial Services, Food & Grocery, Government & Nonprofit, Health & Personal Care, Household, Pharmaceutical, Professional Services, Retail & eCommerce, and Travel & Leisure. Each category had gold and silver winners.
The Grand Ogilvy Award went to Pantene for their “Beautiful Hair Whatever the Weather” campaign.
The big insight was to help Pantene become relevant in a highly competitive field, the team needed to understand their shopper’s key behaviors, motivations & triggers. The big insight was that weather is a major culprit of “hair hate.” Partnering Pantene with The Weather Channel & Walgreens, they gave her a location-specific “haircast” paired with Pantene solutions (which she could get at a convenient place), where/when she was checking the weather. This resulted in a 24% sales lift, 370,000+ social impressions and millions of weather-related hair problems solved.
We honor these amazing stories of insight to build the world’s greatest brands. Raise a glass to the winning campaigns below:
GOLD WINNER AND GRAND WINNER
Beautiful Hair Whatever the Weather
BRAND: Pantene
CATEGORY: Fashion, Style & Beauty
GOLD WINNERS
Accenture Strategy and Accenture Digital Launch
BRAND: Accenture
CATEGORY: Professional Services
BankAmericard Better Balance Rewards
BRAND: Bank of America
CATEGORY: Financial Services
Brewer on Doorstep
BRAND: Keurig
CATEGORY: Alcohol & Beverage
Dirt is Good
BRAND: Omo
CATEGORY: Household
Early Life Program
BRAND: Cox Communications
CATEGORY: Appliances, Electronics & Technology
Jan at the Front Desk
BRAND: Toyota
CATEGORY: Automotive
Making Healthy Contagious
BRAND: Emergen-C
CATEGORY: Health & Personal
Making Healthy Contagious
BRAND: Emergen-C
CATEGORY: Pharmaceutical
See a Different Side
BRAND: Knorr
CATEGORY: Food & Grocery
Show Your Joe
BRAND: Kmart / Joe Boxer
CATEGORY: Retail & ECommerce
Meet a Shelter Pet
BRAND: The Shelter Pet Project
CATEGORY: Government & Nonprofit
Vamos A Pescar
BRAND: The Recreational Boating & Fishing Foundation (RBFF)
CATEGORY: Travel & Leisure
Who’s In?
BRAND: College Football Playoff on ESPN
CATEGORY: Entertainment & Sports
SILVER WINNERS
Best Black Friday Ever
BRAND: Samsung
CATEGORY: Appliances, Electronics & Technology
Body Language
BRAND: XELJANZ
CATEGORY: Pharmaceutical
Consumer Campaign
BRAND: BMW Motorrad
CATEGORY: Automotive
Calls for Dad
BRAND: Dove Men+Care
CATEGORY: Health & Personal
Fearless Challenge
BRAND: The Canadian Cancer Society
CATEGORY: Government & Nonprofit
Key & Peele Season 4: Where You At?
BRAND: Comedy Central
CATEGORY: Entertainment & Sports
Life’s Defining Moments
BRAND: Ritani
CATEGORY: Retail & ECommerce
Make Up Bag Remix
BRAND: Make Up For Ever
CATEGORY: Fashion, Style & Beauty
Brewing Up Multiplatform Insights
BRAND: Starbucks / The Voice
CATEGORY: Alcohol & Beverage
Random Acts of Service
BRAND: Johnson Insurance
CATEGORY: Financial Services
AAA Stories
BRAND: AAA
CATEGORY: Travel & Leisure
Deliciously Different – You Be the Judge
BRAND: Cracker Barrel
CATEGORY: Food & Grocery