Renault was an obvious contender from the very beginning of the judging. The campaign resonated with the jury, Randhawa explained, because ‘This was creative strategy defining the product category.’ In addition, it created a new revenue model, solved an infrastructure problem of too few electric charging stations and solved the consumer problem of people being not being able to charge their vehicles.
Another contender for the top prize was M&M’s Spokescandies on Pause campaign, where the confectionery brand announced that it was halting all use of its candy characters following public backlash. But ultimately, the jury selected the Renault campaign because of the message it presented about the future of creativity strategy. Randhawa said this was a message about creative’s strategy’s ‘ability to deliver brand and business thinking’.
Creative Strategy Gold Winners /
M&M’s - Spokescandies on Pause, for M&M’s, by BBDO, New York
Me, My Autism & I, for Vanish, by Havas, London
Morning After Island, for Grupo Estrategico PAE, by Ogilvy Honduras, Tegucigalpa
The Last Performance, for Partners Life, by Special Auckland
